Marketing Mekong Eco-Tourism to the World

1. Marketing Mekong Eco-Tourism to the World Lao Eco-Tourism Forum 2007 Vientiane, Lao PDR July 26, 2007 Peter Semone Senior Tourism Development Specialist

2. Presentation Overview • Welcome to the New Millennium • Consequences, Opportunities and Challenges • Marketing Mekong Eco-Tourism • Closing Comments + Questions and Answers

4. The Computer in 1980

5. Today: Choose Colors!

6. Mobile Music in 1980

7. Today: 10,000 Songs in your Pocket

8. The Mobile Phone in 1980

9. Today: Ultimate Fashion Accessory

10. The Era of Global Brands

11. The Era 24/7 Mass Media

12. Advanced Information and Communication Technology

13. Presentation Overview • Welcome to the New Millennium • Consequences, Opportunities and Challenges • Marketing Mekong Eco-Tourism • Closing Comments + Questions and Answers

14. By 2020 Global Tourism Demand will DOUBLE

15. Why the Travel Boom? • The Emergence Leisure Lifestyles as the Norm • Burgeoning Middle Class due to Globalization • Improved Aviation and Land Access • Greater Tourism Supply : Opening of More Destinations

16. World Economic ForumTravel and Tourism Competitiveness Report • Covers 124 economies • Measures ‘the factors and policies that make it attractive to develop the Travel and Tourism sector in different countries’. • Three (3) Primary Sub-Indexes: • T & T Regulatory Framework • T & T Business Environment and Infrastructure • T & T Human, Cultural and Natural Resources • Thirteen (13) Pillars • Fifty-eight (58) Variable • www.weforum.org

17. GMS Standing in the Global Travel and Tourism Competitive Overall Index

20. And Obstacles do Exist

22. Overcrowding of Tourism Destinations

23. Presentation Overview • Welcome to the New Millennium • Consequences, Opportunities and Challenges • Marketing Mekong Eco-Tourism • Closing Comments + Questions and Answers

26. ?

27. Product Identification

28. Origin Area Destination The Package Air Travel CONSUMER Purchases an overseas package holiday Accommodation Flight to Destination Transfer to Accommodation Visitor at Leisure in Destination Associated Services EXAMPLE OF TOURISM INDUSTRY SUPPLY CHAIN Travel Agent online booking or direct telephone booking Tour Operator assembles the product Airline and Airport Services Airport Transfer / Taxi NTO, hotels, restaurants, visitor attractions, car hire, tours, etc. Internal Promotion of a Green Supply Chain

29. Triple Bottom Line Source: UNWTO

30. Eco-Tourism Principles • minimize impact • build environmental and cultural awareness and respect • provide positive experiences for both visitors and hosts • provide direct financial benefits for conservation • provide financial benefits and empowerment for local people • raise sensitivity to host countries' political, environmental, and social climate

31. Marketing Approach Differs by Consumer Segments • Pre-Baby Boomers (B4 1946) • Baby Boomers (1946-1964) • Generation X (1961-1981) • Generation Y (Post Gen X)

32. Marketing by Theme • Carbon Neutral Holidays • Indo China – The Last Frontier • Young and Energetic • Experiential (Trip of a Lifetime) Glass Breaks; Memories of a trip will last forever’

33. Branding Making Something of Nothing

34. Partnership and Collaboration

35. Presentation Overview • Welcome to the New Millennium • Consequences, Opportunities and Challenges • Marketing Mekong Eco-Tourism • Closing Comments + Questions and Answers

36. In Today’s Marketplace,Destination Marketing Must Be…… Targeted Creative Web-based Lifestyle focused

38. Adapt or Risk Extinction

39. Thank You