Vietnam is in a great position to develop
tourism on a high scale in terms of quantity and quality over the next years. It
has got the advantage to be a fairly new destination for tourists from all over
the world. Vietnam has all the right components like beaches, culture, nature
etc. to cover a wide range of offers, but needs to make the right steps forward
including environmental and socio cultural aspects on the basis of latest
technologies and experiences of others countries.
The infrastructure has to be improved to ease speed and quality of access.
Foreign investments will speed up the entire process but it has to be supported
by the government properly.
CBI held the workshop in Hanoi. It was strongly supported by
Promotion Center and organised by the
Vietnam Tourism Association. More than forty companies registered mostly incoming agencies as well as some hotels.
There was a lot of interest in the training. Many of these private companies
started just within the last 5 to 6 years. They are successful on a lower scale
and so far are keen to get or increase market-shares in Europe. They are
competing with the more experienced government-owned incoming operators but use
the advantage of flexibility and personalised services. Many of the employees of
these companies have master degrees, mostly in tourism and languages.
The participants learned how to use the content of the CBI database to
investigate their potential target markets and how to implement planning
processes in using the single steps of the Export Marketing Plan, leading them
finally into the decision for ECP coaching. The willingness to use those tools
was very high. It was pointed out again and again that without a structured
organisation (Management levels), workflow and planning there would be no way to
grow over a certain extent.
After 2 days intensive training with some interactive sessions and many concrete
questions the following days was blocked for one on one meetings.
60% of the participants applied for the ECP programme.
Some companies were finally audited on days 4 and 5, showing that there is great
potential for their development. They all had some strong points already in
their model of doing business. But with some additional coaching like that of
the ECP programme they all have a chance to become important players in their
External Experts: Wolfgang Coym (Germany) and Clive Bishop (UK)
June 24, 2009