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Sustainable Destination Management

Strategies in the OIC Member Countries

94

addition, a WhatsApp group has been established between TWC members and MTCO staff as a

way to share urgent matters; however, it usually is not applied.

F.

Marketing

The common interests of each GMS tourism marketing objectives include (i) product

development to boost arrivals in secondary destinations and achieve a more balanced spread

of visitors throughout the year, (ii) improvement of market linkages with neighboring

countries, (iii) expansion of product distribution channels and dissemination of promotional

information, and (iv) strengthening market intelligence and public-private collaboration.

314

Especially to support (ii) a joint tourism marketing strategy was formulated in the GMS

Tourism Sector Strategy and the GMS Strategic Framework 2012– 2022

315

. The Experience

Mekong Tourism Marketing Strategy and Action Plan 2015-2020

316

aligns with GMS member

countries’ shared objectives to develop thematic multi-country tour programs and promote

secondary destinations to help distribute tourism benefits more widely. A strategic objective

of the plan is to encourage secondary destinations and encourage multi-country itineraries,

especially those with themes such as ecotourism, local cuisine, and cultural appreciation,

consistent with the ASEAN Tourism Strategic Plan and ASEAN Tourism Marketing Strategy.

317

Figure 34: Joint Tourism Marketing and Product Development Objectives of the GMS

Greater Mekong Subregion

ASEAN

-

Position the GMS as a single tourism

destination

-

Promote multicountry tourism in the

GMS economic corridors

-

Target high-yield markets

-

Improve

the

business-enabling

environment

for

product

development by the private sector

-

Emphasize development of pro-poor

tourism

-

Improve quality standards for

accommodation, food, and tourist

site management

-

Promote intra-GMS travel

-

Increase the number of tourists

traveling to Southeast Asia

-

Increase multi-country visits in

Southeast Asia

-

Develop

experiential

regional

tourism product

-

Position ASEAN as a preferred

destination

by

focusing

on

marketing and promotion efforts of

the national tourism organization

-

Harness the benefits of marketing to

help meet social, economic, and

cultural goals

-

Promote intra-ASEAN travel

Source: Mekong Tourism (2019)

Despite the new strategy document being developed in collaboration with the tourism industry,

the GMS tourism stakeholders have not taken full advantage of opportunities to develop and

314

Mekong Tourism Coordinating Office,

Experience Mekong: Greater Mekong Subregion Tourism Marketing Strategy and

Action Plan 2015–2020

.

315

Asian Development Bank,

The Greater Mekong Subregion Economic Cooperation Program Strategic Framework 2012–

2022

.

316

Mekong Tourism Coordinating Office,

Experience Mekong: Greater Mekong Subregion Tourism Marketing Strategy and

Action Plan 2015–2020

.

317

Ibid.