Download - DMP Luang Prabang 28.01.2016 - TIIGP Laos
Luang Prabang Destination Management Plan: 2016 - 2018
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MICT
1
Luang Prabang Province Tourism Destination
Management Plan 2016 – 2018
Final
15th January 2016 Lao PDR
LuangPrabang
Luang Prabang Destination Management Plan: 2016 - 2018
TableofContents
1. ABBREVIATIONS..........................................................................................................................3
2. DESTINATIONPROFILE................................................................................................................5
3. VISIONFORTHEDESTINATION,OPPORTUNITIESANDCHALLENGES...........................................103.2SWOTANALYSISFORLUANGPRABANGPROVINCE...................................................................................113.3UNIQUESELLINGPROPOSITION&DESTINATIONPOSITIONING:...................................................................12
4.MARKET-BASEDANALYSISOFCURRENTVISITORS.........................................................................134.1INTRODUCTION...................................................................................................................................134.2ANALYSISOFSTRATEGICVISITORFLOWS..................................................................................................154.3PRIORITIZATIONOFSTRATEGICVISITORFLOWS........................................................................................224.4OVERALLCONCLUSIONOFANALYSIS......................................................................................................23
5. DESTINATIONACTIONPLAN.......................................................................................................24
6. MONITORINGANDEVALUATION...............................................................................................386.1WHYMONITORING&EVALUATION?.....................................................................................................386.2THERESULTSFRAMEWORK...................................................................................................................386.3THEMEASUREMENTPLAN....................................................................................................................39
7. REFERENCES...............................................................................................................................51
8. ANNEX.......................................................................................................................................54ANNEX1:DEFINITIONS...............................................................................................................................54ANNEX2:BACKGROUNDTOTHEDESTINATIONMANAGEMENTPLAN................................................................56ANNEX3:PURPOSEANDUSEOFTHEDESTINATIONMANAGEMENTPLANS.........................................................58ANNEX4:KEYLESSONSLEARNED:THECHALLENGESOFDESTINATIONMANAGEMENT..........................................59ANNEX5:THESIX-STEPAPPROACHTOTHESTGALLENDESTINATIONMANAGEMENTMODEL................................60ANNEX6:LUANGPRABANGPROVINCETOURISMSTATISTICS............................................................................61ANNEX7:LUANGPRABANGPROVINCE:PROPOSEDDESTINATIONMANAGEMENTNETWORKTASKFORCES...............63ANNEX8:LUANGPRABANGPROVINCE:FEEDBACKONTHEDMPACTIONPLAN,2016.........................................64
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1. AbbreviationsADB AsiaDevelopmentBankAEC ASEANEconomicCommunityAFD AgenceFrancaisedeDeveloppementASEAN AssociationSouthEastAsianNationsBAF BusinessAssistanceFacilityBKK BangkokCBT CommunityBasedTourismDEPT DepartmentDEV DevelopmentDICT DepartmentInformation,Culture&TourismDMC DestinationManagementCompanyDMN DestinationManagementNetworkDMO DestinationManagementOrganisationEDC Enterprise&DevelopmentConsultantsEMC EmergingMarketsConsultingFIT FullyIndependentTravellerGIS GeographicInformationSystemGiZ DeutscheGesellschaftfürInternationaleZusammenarbeitGM GeneralManagerGMS GreaterMekongSub-regionGOVT GovernmentHR HumanResourceIBA ImportantBirdAreaICBF IntegratedConservationofBiodiversityandForestsINGO InternationalNonGovernmentalOrganisationINTL InternationalJICA JapanInternationalCooperationAgencyKL KualaLumpurKOICA KoreanInternationalCooperationAgencyLANITH LaosNationalInstituteofTourism&HospitalityLP LuangPrabangLPG LuangPrabangLPHRA LuangPrabangHotel&RestaurantAssociation LPTA LuangPrabangTransportAssociationLPATA LuangPrabangAssociationofTravelAgentsLUXDEV Lux-DevelopmentM&E Monitoring&EvaluationMICE Meetings,Incentive,Conference&ExhibitionsMICT MinistryofInformation,Culture&TourismMKT MarketorMarketingMSME MicroSmall&MediumEnterprisesN/A NotApplicableNBCA NaturalBiodiversityConservationAreaNGO NonGovernmentalOrganisationNPA NationalProtectedArea
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NTPC NamTheunPowerCompany,LaosNZAID NewZealandInternationalDevelopmentAgencyODX OudomxayOPT OckPopTokPAM ProjectAdministrativeManual(ADBTIIG) PATA PacificAsiaTravelAssociationPDR People’sDemocraticRepublicPIU ProjectImplementationUnitPRIVSEC PrivateSectorREF ReferorReferenceSGDM StGallenDestinationModelSME SmallMediumEnterprisesUNESCO TheUnitedNationsEducational,ScientificandCulturalOrganizationTAEC TheTraditionalArtsandEthnologyCentreTIIG TourismInfrastructureforInclusiveGrowthProject,ADBTO TourOperatorToT TrainingofTrainersTRANS TransportTSP TourismStrategicPlanUSD UnitedStatesDollarVTE VientianeWWF WorldWildlifeFundWCS WildlifeConservationSociety
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2. DestinationProfile
- LuangPrabangProvince is located innortherncentralLaoswith itscapitalbeingtheUNESCOWorldHeritagetownofLuangPrabang.
- The province borders Phongsali Province to the north, Vietnam to the northeast, HouaphanProvincetotheeast,XiangKhoungProvincetothesoutheast,VientianeProvincetothesouth,XaignabouliProvincetothesouthwest,andOudomxayProvincetothewest.
- Luang Prabang combines a spectacular natural setting and distinctive built heritage withtraditionalartsandcrafts,food,language,festivalsandrituals.LuangPrabangtownwaslistedasaUNESCOWorldHeritageSitein1995.InDecember2015itcelebrated20yearsofUNESCOstatus.
- In201481%ofallinternationaltouriststoLaosvisitedLuangPrabangProvince.- International visitors arrivals were 378,478 in 2014. Since 2010 international visitor arrivals
havegrownby77%1.Despitesuchgrowthvisitornumbersarestill small incomparison to itsregionalneighbourandcompetitorSiamReapwhoreceived1,355,693internationalvisitorsin20142.
- This rapid increase in visitors has resulted in a correspondingly rapid and largely unplannedexpansion of transportation infrastructure and accommodation facilities. In addition to thestressplacedonthetown’spublicutilities-electricity,water,sewageandgarbagecollectiontheconstructionboomhascreatedademandforlandwithinandaroundthetown’shistoriccore.These development pressures have had negative impacts on both the environment and thehistoricculturalresourcesofLuangPrabang.
- The key pull factors for visiting Luang Prabang Province are the historical, archeologicalbuildingsandplacesandbeautifulnaturalsceneryandlandscape.
- LuangPrabangtownisthenumberonetourismdestinationinLaos.3Itisthecountry’smostcherishedtourismgem,andattractsalltypesoftouristsfromback-packerstoboutiquetravellers4.
- ManytouristsseeLuangPrabangtownasacharmingsmall townsetamongst themountainswith its “amusing” French influence and Buddhist mystique. Most Westerners fall for theIndochinesespiritoftown5.
- Thai tourists throng to Luang Prabang to see “how Thailand was 50 or 100 years ago”. Itrepresents for many Thai visitors an assortment of religion, fun (rafting speedboats on theMekong),nostalgiccuriosityandexoticism(observingso-called“Laobackwardness”andeatingFrenchbaguettes).
- AsiantouristsviewLuangPrabangassimplyapicturesqueoldtownpreservedfromthecrazeofurbanmodernity6.
- In201480%ofinternationalvisitorswerefirsttimevisitorstoLuangPrabang.12.2%werereturningforthesecondtime,3.2%thethirdtimeand4.5%repliedmorethanthreetimes.
- Domestictouristsaccountfor29%(152,328)ofallvisitors–themajorityvisitfamilyandfriends
1MICT,20152MinistryofTourism,Cambodia,20143LNTA,20094UNCTAD,20145Berliner,2011UNCTAD,20146UNCTAD
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duringLaosNewYearinApril.- Luang Prabang’s residents have very quickly taken advantage of the economic benefits of
tourismby findingwork inmany new tourism-related enterprises. However, traditional skillsandlong-establishedwaysoflifeareatriskofbeingabandonedandultimatelyforgotten.WiththelossoftheuniqueculturalvaluesandpracticesofLuangPrabang,theattractivenessoftheplaceasaculturaltourismdestinationarelikelytoalsofadejeopardizingitscompetitivenessasaprimarytourismdestinationintheASEANregion.
Figure1:MapofLuangPrabangProvincewithKeyTourismAttractions
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Figure2:MapofLuangPrabangUNESCOWorldHeritageTown
LOCATION: OVERVIEW: Distancesfromkeyareas(km)anddriveorflighttime(Hours)
Maintypesoftourismandmostpopularactivities7
Topsixmostpopulartouristattractions(includingenvironmental&cultural)
ByAir:Domestic:• LPtoVientiane:45mins(2perday)• LPtoPakse:1hr40mins(3directflightsperweekordailyflightsviaVientiane)
International:• LPtoSiamReap:1hr40mins• LPtoBangkok:1hr40mins• LPtoChiangMai:1hour• LPtoHoChiMinh:4hrs30mins(notdirect)• LPtoHanoi:1hr• LPtoJhinghong:1hours(2flightsperweek)• LPtoKunming:(1charterflightperweek)• LPtoSichuanProvince(2flightsperweek)ByRoad/Overland:• LPtoVientiane:5hours• LPtoPakse:13hours• LPtoSavannakhet:11hours• LPtoOudomxay:4hours• LPtoKhammouane:11hours• LPtoVangVieng:2hours40mins• LPtoLuangNamtha:4.5hours
38%ofallvisitorstoLParepackagedtourists(Thai,European,Chinese&Korean)ThaiTourists:PredominantlycometoLPforReligiousmeritmixedwithaholidaytoobservetheso-called“Lao-Backwardness”.Asiantourists(Chinese&Korean)viewLuangPrabangassimplyapicturesqueoldtownpreservedfromthecrazeofurbanmodernity.KoreansarefarmoreculturallysensitiveandmoreinterestedinReligionthantheChinesewhojustsightsee,eatandshop.MidtoupmarketEuropeanmarket(BothgroupsandFITs)–experiential,softadventure&adventureactivities.
1. KuangSiWaterfall2. 32shimmeringtemples,
mostnotablyVatVixoun,VatXiengThongandVatSene.
3. AlmsGiving4. RoyalPalaceMuseum5. TheHmongNightMarket6. PakOuCaveOther:• TheElephantVillage• ClimbMountPhousi• TraditionalArtsand
EthnologyCenter• Nightstreetfoodmarket• TadSaeWaterfall• BearRescueCenter• ExploringLP’smanycafes
andbars.• TadThongWaterfall• FrenchColonialArchitecture• GoldenCityTemple
Complex(WatXiengThong)
7EnhancinglinkagesbetweentourismandothersectorsinLaos(UNCTAD,2013)
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• LPtoPakBeng:4hours45minsOverlandBorderCrossings:• ThailandBorder(ChiangKhong)toLP:10hours• VietnameseBordertoLP:• ChinaBorder(Boten)toLP:8to10hoursByBoat:PrivateBoattripsfrombudgettoluxuryareonoffer.MostdepartfromHuaeiXayandgotoLP.(3dayjourney)VientianetoLPviaspeedboatis10hoursVientianetoLPviacargoboat3days
Backpackers(chill-outwithsomeadventureactivitiese.g.whitewaterrafting)KeyActivities:- Temples- Waterfalls- WanderingtheUNESCOtown- Otherculturalsites- ElephantRides- MekongRiverCruises- Cycling- Whitewaterrafting- Kayaking- Hiking
OtherVisitors:• Local,regionalandinternationaltravelagents
• Travel&LifestylemediaincludingTVtravelshows
• LPLibrary• Festivals:BounBangFai
(May),BounKhaoPansa,BounKhaoPadabdinh(AugustorSeptember),Hmong,KinChiang,PinMaoLao(April)
• CookingClasses• Otherworkshopse.g.
papermaking,ricefarming,bambooweaving,yogaretreats
• Fourwheeldrivetrips• Ziplining• ModelEcotourismvillage• NongKiauw• UXOvisitorcentre
GEOGRAPHY: WEATHERPATTERN:Approximatesizeofthedestination(km2)andprinciplephysicalcharacteristics(rivers,hills,baysetc.)
LevelofBiodiversity(therangeofdifferentplantandanimalspecies)
Averagesunshinehours,rainfallandseasonaltemperatures8
16,875km2
MEDIUMBiodiversityPhouLoueyMassifImportantBirdArea(IBA)iswithintheNamEt-PhouLoueyNationalBiodiversityConservationArea(NBCA).Thehabitatcontainsmixeddeciduousforest,semi-evergreenforest,lowermontaneevergreenforest,uppermontaneevergreenforest,andsecondarygrassland.ThePhouLoeiProtectedReserve(PLI)Ruggedhighlandswithelevationrangingbetween500–2,257metres(1,640–7,405ft)87%forest.mixeddeciduousandevergreentypewithabundanceofbambooandgrasslandsresultingfromshiftingcultivation.Faunalspeciesreportedfromthereservearemainlycloudedleopard,tiger,andleopard,andlargecatswhichareendemictoIndochina.
***Veryfewtouristsvisiteitherofthesereserves.
TraveltoLuangPrabangispossibleatanytimeoftheyear.Annualrainfallis1,450mm/yr.RainyseasonApriltoOctober.HighestrainfallisinAugust(288mm).Therainyseasonisalsothehottestmonthsaveraging27°Cwithahighof34.4°CinApril.Coolest&leasthumidmonthsareNovembertoFebruary(average16°Cto24°C).**AbigissueforLPisseasonalityofvisitors.AlmostallvisitorscomebetweenNov–Mar.
TRANSPORTLINKS: Distancefromnearestlocal&internationalairport(km)
Detailsonanyaircarriersbringingvisitorstothedestination
Publictransportfacilitiestoyourdestination
Additionalprivatearrangementsfortransportingvisitorstothedestination
NearestairportisLuangPrabangInternationalAirport(just13kmfromthecitycentre)–internationalairportwithflightsfromVientianeandPakseaswell
LaosAirlines(bothdomestic&internationalflights)Proliferationoflow-costairlinesintheregion.
TouristbusesSongthaewsMinibusesTukTuks(locallyonly)incl.E-TukTukSamlor(motorcyclewith
• Rentabicycle(onoroffroadcycling)
• Tuktuk• CharteraboatoraluxuriousMekongRivercruise
• Fourwheeldrives
8ClimateProfileLuangPrabang
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asinternationalflightstoThailand,Vietnam,ChinaandCambodia.***HongKongairlinekeentostartflyingaswell.
ThaiInternational,BangkokAirways,ChinaEasternAirlines,VietnamairlinesandPBAir,withregularservicetoVientiane,ChiangMai,Bangkok,UbonRatchathani,SiamReap,Hanoi,Jhinghong.
sidecar)Thereareinternationalbusservicesfrom/toVietnam,ThailandandChina.
• Rentacar(withorwithoutadriver)
• Onoroffroadmotorbiking• Kayaks/canoes
POPULATION: No.ofpermanentresidents Populationdensity Seasonality: %ofpop.Employedintourism
relatedjobsApprox.407,1009LuangPrabangTown:Approx.50,00010
23peopleperkm2 Peakseason=Nov–FebHighestmonthsDec(Christmas)&Feb(ChineseNewYear)LowSeason=May–OctLowestmonthJune.
Unknown???
TOURISTS: Annualvisitornumbers:total&byprincipalmarketorhub112014vs.2013
Annualarrivalsbytypeoftransport12
Averagetouristexpenditure13
Averagelengthofstay14
Totalannualvisitors2014:531,327(+13.55%vs.2013)International:378,999+10.64%Domestic:152,328+21.52%PrimarySourcemarkets:1. ThaiWeekenders:52,120(21.93%)
+24.91%2. China:36,923(15.53%)+77.5%3. UK:31,649(13.22%)+8.94%4. France:28,259(12.03%)+2.97%5. Germany:28,590(12.03%)+3.3%6. USA:25,859(10.88%)-1.43%
-58%ofinternationalvisitorsflewintoLuangPrabang-34.8%arrived/departedbyland-7.2%byboat
InternationalTouristAverageexpenditure:US$100+perday70%spendover$10032%spendUS$100-$19927%spendover$2993.8%spendunder$50
Theaveragelengthofstay:3days/2nights.
SomeFITsmaystay4nights.
Backpackersstaylonger–evenuptoacoupleofweeks.
NationalAveragelengthofstayinLaos:7.9days
9http://www.tourismlaos.info/luangprabang/luangprabang.htm10UNCTAD,201411TourismLaos2014StatisticalReportonTourism12LuangPrabangVisitorExistSurvey,201413Ibid.14EnhancinglinkagesbetweentourismandothersectorsinLaos(UNCTAD,2013)
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TOURISMAMMENITIES:
Approx.no.ofhotelsandroomsinthedestination15:
Othertypesofaccommodationavailable(andapprox.no.)
Approximatenumberofrestaurants(incl.cafes)
Approximatenumberofbars(nightclubs,pubs,etc.)
TotalHotels&GuestHouses:312Themajorityofaccommodationisguesthousesaimedattheback-packermarket.
TotalRooms:4,260AverageOccupancy:Peakseason:90%Lowseason:10–30%
Hotels(4*,3*,Boutique)GuesthousesHomestaysEcoLodgesCommunityguesthousesCamping
72 3PlusTheBowlingAlleywhichhasabar.CateringtoBackpackersintheevening.
Table1:LuangPrabangTourismDestinationProfile
3. Visionforthedestination,opportunitiesandchallenges
3.1 Vision:ThevisionforLuangPrabangProvinceasatourismdestinationistobeeconomicallyprosperous, socially just and environmentally sound whilst being the regional gateway forculturalandworldheritagetourismintheGreaterMekongSub-region(GMS).16
The vision stemsdirectly from the national tourism vision for Laos (2012 – 2020). The nationaltourismvisionis:
ü Developaleadingsustainabletourismindustrythatcontributestopro-poorlocaleconomicdevelopment.
ü Becomeoneofthepreferredregionalandglobaltourismdestinations.Thiswillbeachievedby:
a) generatingemploymentandincomeforlocalpeopleb) strengtheningheritageprotectionanddestinationmanagementc) increasingpublic-privatecooperationintourismd) improvingcompliancewithrulesandregulationse) diversifyingtourismproductsandservicesf) improvingthetourismvocationaleducationandtrainingsystem.
ThenationalvisionisconsistentwiththeLaoPDR’sSeventhNationalSocioeconomicDevelopmentPlan(NSEDP)2011–2015,whichsupportssustainableeconomicgrowthandthereductionofpovertyandinequality.ThevisionalsocontributestoregionaleffortstodeveloptheGMScorridoraswellastheASEANTourismStrategicPlan.
15Ibid16AdaptedfromtheLuangPrabangTourismStrategicPlan(Englishversion),DICT
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3.2SWOTAnalysisforLuangPrabangProvinceSTRENGTHS- UNESCOWorldHeritagesitewithoutstandingcultural,heritagenaturalassets- Accessibilityviainternationalairport/Airconnectivitywithneighboringcountries- Highbrandawarenessamongstexistingandpotentialtourists.Winnerofmanytourismdestinationawards.E.g.
7yearsrunningWanderlustaward- Adiverserangeoftourismproductsandservicescateringtomanydifferenttargetaudiences- GovernmentandpeopleinLuangPrabangareawareoftheimportanceoftourism- DICTwithgoodstructureandclearplanondevelopmentandpromotion- Opendoorpolicyfordomesticandforeigninvestment
WEAKNESSES- Theproductofferedisstatic–everyonedoingthesamething–needtodiversifytherangeofproducts.- Lackofimplementation&monitoringoftourismstandardsandregulationswithSMEs- Largeseasonalvariationsinvisitornumbersandhoteloccupancyrates.- Lackofrelevantinfrastructureandvisitormanagementsystemsatsomesitestoassistovercrowdingandlarge
visitornumbersplacingunnecessarypressureonsitesandreducingtheoverallexperienceforvisitors.- Insufficientwastemanagementalongrivershore- IncreasinglybadtrafficcongestioninLPcity- Lackofsufficientlytrainedandskilledstafftomeetthecurrentandfuturetourismdemands.E.g.servicelevel
andlanguageskills(Chinese,Japanese,English&Korean)- Insufficientbudgetallocationfortourismatadistrictandprovinciallevelinordertomeetfullpotential- Lack of international destination marketing activities due to absence of budget and lack of collaboration
betweentheprivate&publicsectors.- Irresponsibletourism(negativeimpacts)issuesdonotreceiveenoughattentioninordertominimizethesee.g.
saleofbadfoodforalmsgiving,missionariesnotrespectingexistingreligiousbeliefs,wastemanagementatkeysites,overcrowding,Chinesebehaviouretc.
- MSMEsarefamilyownedandlackexperienceininternationaltourismandbusinessmanagementskills.- Laws and regulations on tourism management are not improved and revised inline with current tourism
situationE.g.some lawsdeveloped in1990needtoberevisedand inlinewiththecurrentsituation.And lawenforcementdoesnotoccur.
- Manyunofficialguidesanddrivers:undercutmarketofferingcheapalternativesyettarnishdestinationbynotofferingguidanceorinterpretation.
- Tourismandgentrificationof LuangPrabangTown forces locals tomoveoutof town– canno longeraffordmaintenance and rising property prices (foreign investor speculation) and increases in environmentaldegradationbroughtaboutbydevelopment.(Negativeimpactoftourism!)
- Tensions between the way of life of local people, the requirements of heritage preservation and tourismdevelopment. E.g. local people in LuangPrabang tend to perceive heritage conservation as a burdenput onthemforthebenefitofothers,andthattheonlyperceivedbenefitsaretheemploymentandcapitalbroughtbytourism,ratherthantheintrinsicvalueofheritage17.
- Local LP travel agents lack themarketing skills and awareness to have direct contactwith FITs. Currently itsmainlythroughtouroperators(nationallevel)
- Lack of effective coordination between government agencies who are involved in tourism causing lack ofownershipandresponsibilitye.g.tourismpolice,trafficcontrol
- Lackofcommunication&coordinationbetweenprivatesectorstakeholders.- LackofLand-useplanning/zoningcausingconflictinsomearease.g.tourismzonesvs.industrialzones- Laosasawholetourismdestinationincomparisontoregionperceivedasexpensive,oftennotsoldaspartof
tourpackages
17GujadhurandRogers(2008)
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OPPORTUNITIES- Thegovernment(governor)hasidentifiedtourismasapriorityfortheLPprovince.- ASEAN Economic Community provides an opportunity to attract foreign investment from both financialinstitutionsandtheprivatesector
- GoodconnectivitywithairportswithinLaosandregionally.- Thereiscooperationbetweenthreecountries(Vietnam,ThailandandLaos)àchancefortourismdevelopment- Many development projects and partners present in LP (GIZ, LUXDEV, ADB, AFD, JICA) that allows for acoordinatedeffort
- Arelativelyyoungtourismdestinationthatcanlearnfromthemistakesitskeycompetitorshavemadethusfar.
THREATS- ContinuedunplannedtourismdevelopmentmayplaceUNESCOstatusinthreat- Rapid growth in tourism placing pressure on existing infrastructure and also changing the culture and
livelihoodsoflocalcommunities.- PoliticalinstabilityinThailandimmediatelyimpactstravelintheregionandtoLP- FocusongrowthofChinesemarketscouldleadtoinfrastructuredevelopment&visitorbehaviourthatcauses
thedemiseofkeythedestinationsUSP.- Conflictbetweendifferentvisitorflowse.g.WhatChinesewantandhowtheytravelisverydifferenttohow
Europeansinteractwithadestination.- Increasedcompetitionfromneighboringcountries,particularlywiththeASEANEconomicCommunityin2015- ManyworkersfromforeigncountriesarecomingtoLaosandtakingthejobsfromLaospeople.Laospeople
lacktheskillsandqualificationstoworkasaprofessional international level intourism.Thissituationcouldexasperateoverthenextfewyears.
- IntroductionofChinesetradersisthreateningtraditionalhandicraftsinNightmarkets.- AECwillincreasecompetitionontourismintheregion- Negativeinfluenceoftouristsonlocalcultureandenvironment- Potential conflicting tourism flows with different interests and preferences, e.g. where loud & cultural
insensitiveChinesetouristsmeetrathercultureandquietfocusedWesterntourists- Increasingrateofglobalterrorism- GlobalEconomicCrisisparticularlyinEuropeandChina
Table2:LuangPrabangProvinceTourismDestinationSWOT:Strengths,Weaknesses,OpportunitiesandThreats.
3.3UniqueSellingProposition&DestinationPositioning:
‘Timeless’
TheUniqueSellingPropositionof‘Timeless’forLuangPrabangissupportedbyitsoutstandingculturalheritage, theUNESCO status of Luang Prabang town and the overall ambience and charm the townexudes.Luang Prabang Province also has wonderful natural assets providing great experiences for visitorshoweverasperitsUSPtheonekeypointofdifferentiationithasbothnationallyandregionally,areitsrichculturalassets.ComparedtocompetitortourismdestinationswithinLaos,LuangPrabangProvincehasaclearcompetitiveadvantagebasedonthedeliveryofexperientialproductsandservicesenablingvisitorstoengageinthedestinationandspend3to4days.
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Figure3belowshowsLuangPrabangProvince’scurrentandfuturedestinationpositioningcomparedtootherkeytourismprovincesinLaos.
Figure3–LuangPrabangProvinceDestinationPositioningMap
4.Market-basedanalysisofcurrentvisitors4.1Introduction
Whatarevisitorflows?Astrategicvisitorflow(SVF)isaunitofmeasurementthatmapsouthowvisitorsmoveto/fromorwithinadestination.Theyreflectthewaytouristsinteractwithadestination:theattractionsvisited,activitiespursuedandexperienceslived.SVFsconsistofspecifictravellersegmentswithsimilarmotivationsandthatpursuesimilaractivities.Theytendtobelocalized(e.g.canbemapped),significantinnumbers,havetheirowndemand-supplymechanisms,exhibitindividualdynamicsandlifecycles,createbusinessopportunitiesandcanbeanalyzed,managedandcommercialized.SVFsareusedasthebasicunitofanalysisfordestinationmanagement.Whyusingindividualvisitorflowsasmainunitofanalysisisimportant?Usingvisitor flows (SVFs)asamainunitofanalysisensures that thedestination isdevelopedusingademanddrivenapproach rather thana supplydrivenapproach.All toooftendestinationshavebeendefinedandboundbypoliticalandadministrativeborders.Theseborders,moreoftenthannot,donotreflect theway tourists interactwith a destination. Additionally activities of the destination become
LuangPrabangProvinceDes1na1onPosi1oningMap
Cultural
Natural
ToExperienceToSee
LuangPrabangVien1ane
Capital
Vien1aneProvince
Khammouane
LuangNamtha
Oudomxay
NorthernLaos
SoutherrnLaosi.e.Champasak
LuangPrabang
CurrentPosi1on
FuturePosi1on
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morefocusedonwhatthestakeholders(private&public)thinktheyneedratherthanwhatthevisitoractually needs. The use of SVFs enables the destination to improve the destination and the overallvisitorexperiencebasedonwhatthevisitorsneeds:- Whatdrivesthemtothedestination?- Whatmotivatesthemtocometothedestination?- Whatdotheydowhentheyarrive?- Howmuchdotheyspendandonwhat?- Whendotheycome?Wheredotheycomefrom?- Wheredotheygo?Wheredotheystay?- Wheredotheygotowhileorafterstayingatthedestination?
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4.2AnalysisofStrategicVisitorFlowsThefollowingtableprovidesananalysisofthekeystrategicvisitorflows(SVFs)forLuangPrabangProvince.Foreachflowthetabledetailsitscharacteristics;themotivationsthatdrivethevisitortoLuangPrabangProvince,theseasonality;thenumberoftouristsintheflow;theirestimatedaveragespendingperdayperperson;keypeopleonthedemandsidethatinfluencetheirdecisiontobookaholidaytoLuangPrabangProvinceandkeypeopleonthesupplysidethatplayaroleintheirvisit.DuetothelackofstatisticsavailableformanyoftheflowsinLuangPrabangProvince,almostallfigureshavebeencalculatedbasedoninputfromprivatesectorstakeholdersandtheDICT.PrioritisedFlows
Characteristicsofflow(age,nationality,income,fromwheretowhere,whatactivitiesetc.)
Motivationsthatdrivetheirvisit
Whendotheycome
Howmanycome
Estimatedspendingperdayperperson(USD)
Keypeopleondemandside
Keypeopleonsupplyside
UpmarketExperiential
Predominantly from France, Germany,Australia, Japan and USA. High incomeearners. Usually combine Siam Reap &LP. Love LP UNESCO City, cafes,restaurants (good food French & Laos),temples, cooking classes, shopping forhigh-end textiles, antiques or art. Willbicycle&walk.Maydoaluxurysunsetor½dayMekongRivertrip.Onlyvisitothersites when there are no big crowds orgroups.
UNESCOWorldHeritageSitePeacefulnessofLPHighendboutiquehotels,restaurants
Bulk arrive Nov-Marbutadribblethroughout theyear.
UnknownhoweverthisgroupmakeupasmallpercentageofpredominantlyEuropeansorAmericans.2014figures18:UK:31,649France:28,259Germany:28,590USA:25,859
USD150++perdayperperson.Guestimatebyworkshop-32%ofallvisitorsspendUS$100-$199-27%spendover$29919High-endtouristswillspendUS$50eachperdayonhandicrafts,transportandexcursions20.
Friends&FamilyMedia:TravelArticlesinmagazines &newspapersOnline Travel Forums /Reviews:TripAdvisorAwardwinninghotelsWebsites e.g. Ock PopTek
TravelagentswhoonlydobespoketravelintheircountryofdestinationwhofeatureLaosKeySEAsianTravelAgentswhofeatureLaosHotelwebsitesinLuangPrabangOnlineTravelAgents
WesternTouristsGroups
PredominantlyfromAustraliaorEurope.Ageis35–70travellingingroupsofmin.8tomax.25people.Onasettourwithlittletimetoaddanythingadditional.Spend3nightsinLuangPrabang.Definitelywanttodomorethanjust
GetatasteoftheCulturalheritageandnaturalassetsofLaos.WellknownUNESCOWorldHeritageSite
EuropeanWinter(Oct-Mar)isthepeakperiod.Adribblethroughoutthe
38%ofallvisitorstoLParepackagedtourists21.Assume38%of151,487=
Approx.USD150perdayperperson.Guestimatebyworkshopteam.
Friends&FamilyTourOperatorWebsiteswhospecialiseinLaosortheregionMedia:TravelArticlesinmagazines&
TourOperatorsintheir country ofdestination whofeatureLaosKeySEAsianTour
18MICT,201519DICTLuangPrabangProvince,201420Ashley(2006)21DICTLuangPrabangProvince,2014
Luang Prabang Province Destination Management Plan: 2016 - 2018
16
PrioritisedFlows
Characteristicsofflow(age,nationality,income,fromwheretowhere,whatactivitiesetc.)
Motivationsthatdrivetheirvisit
Whendotheycome
Howmanycome
Estimatedspendingperdayperperson(USD)
Keypeopleondemandside
Keypeopleonsupplyside
sightseeing.Oftenparticipateinacookingclassorriceplantingorharvestingactivities,elephantriding,lunchinpeacefulsettingsawayfromthelargecrowds.Willoftenincludesomesoftadventureactivitiesi.e.2or3-hourtrekorbicycle.
ExperienceSEAsia(Cambodia,Laos,Thailand&Vietnam)
othertimes. 57,5652014figures22:UK:31,649France:28,259Germany:28,590USA:25,859Australia:18,482NZ:18,648
newspapersOnlineTravelForums/Reviews:TripAdvisorWebsitesofhotelsproductsorservicesAwardwinninghotels
operators whofeatureLaos
Thaiweekenders&holidayers
Comebyair(familyorsmallgroupsof8people)Arrivebyminibuscaravan(largegroupsbetween40to200people)Arrivebyboat(groupsof50people)Alldosamethinghoweveraccommodation&restaurantbudgetdiffers.1.TemplesinLPUNESCOcity(9luckynumber)2.AlmsGiving(giving&photographing)3.TheNightMarket4.TadKuangSiWaterfall5.PakOuCave6.Theymaydosomerafting(youngerwealthieragegroup)ortakeaspeedboatontheMekong
ReligiousmeritNostalgiccuriosity(LaoLaidBackwardness)FrenchaspectofLaose.g.eatingFrenchbaguettesanddiningwheretherePrincessdinedIfGovernment–itsaboutspendingbudgetbeforetheyearendandneedingtogosomewherequickly.
PeaktimetheycomeisforChineseNewYearinFebandalsoinThaiNewYearinApril.Mostgenerallycomeforweekendsonly(especiallythosecomingbyair)Alsowhentherearepublicholidaysthatmakelongweekends.
TotalThaiVisitorstoLP:52,12023AstheNo.1touristmoreformalresearchshouldbedonespecificallyonthisgroup.QualitativeVisitorsurveysinThaiforThai’s
UnknownByAir:Accommodationspendapprox.USD100++ByBus:AccommodationspendnotmorethanUSD30.TotaltripfromBangkokfor4or5daysreturnwouldcostUSD300.ByBoat:ThereentiretripfromChiangMaiorChiangRaiwouldcostUSD250(4days)
Onlinechannelsarekeytriggerse.g.TripAdvisor,Pantip.com,Sanook.comandMthai.comandsocialnetworkse.g.Facebooknewsfeedandupdates,adsandreviews.Othersincludefamilyandfriends,personalinterestsinthedestinationsaswellasairticketpromotions.TelevisionDocumentariesorMoviese.g.SabaideeMagazines(articlesonLPbyThaijournalists)Governmentdepartments(whoneedtospendbudgetforyearend)
ThaiTravelAgentssellingLaosAirlinesFree&EasyPackagesThaitravelagentssellingbustripfromBangkok(US$300fora4dayroundtrip,w2nightsinLP)ThaiGovernmenttravelcompanieswhoorganizeandsellincentivetrips.LPGuestHouse&HotelOwnersLPTourOperators&GroundhandlersOnlineTravelAgents
MICEMultinationalcompaniesbasedinSingapore,HongKong,KualaLumpur,
Somewheredifferent/beyondthenorm
Allyearround.Shouldpromote
UnknownLPhas4hotels
USD200++perpersonperday
CorporateTravelSpecialists
TradeFairsinAsia(thosethat
22DICTLuangPrabangProvince,201423IBID
Luang Prabang Province Destination Management Plan: 2016 - 2018
17
PrioritisedFlows
Characteristicsofflow(age,nationality,income,fromwheretowhere,whatactivitiesetc.)
Motivationsthatdrivetheirvisit
Whendotheycome
Howmanycome
Estimatedspendingperdayperperson(USD)
Keypeopleondemandside
Keypeopleonsupplyside
Bangkok,Hanoi,Shanghai&Beijing.Lookingforhigh-endconference/meetingdestinationsthatoffersomethingUnique.Generallygroupsof40to120max.Stay2to3nights.Optional½daytripstoLPheritagecity(temple&museum),waterfalls.UseMinibusesratherthanlargecoaches.
Professional&efficientserviceSecure&safedestinationHigh-endconferenceroom&diningfacilities.
thelowseason(April–Oct)
thatcanhostconferences.Totalroominventoryisapprox.278.- LPViewhotel,
- TheGrand,- Juliana,- SantiResort
Guestimatebyworkshopteam.
Friends(otherbusinessmenorwomen)
specialiseinMICEinBangkok,Hanoi,Singaporeetc.)
ExperientialFITs(MidMarket,seeing&doing)
PredominantlyAustralian,French,BritishorfromotherEuropeancountries.NorthAmericagrowingslowly.SimilartoUpmarketExperientialjustalowerspendandmaybeyounger.Usuallydifferentaccommodationchoice(Cheaperhotelsorbetterrunguesthouses)Visittemples,Museums(ethnology),villages:XangKhong,potteryprojects,bigbrothermouse,mylibrary,OckPopTeketc.Elephantconversation/campsUsuallyattendacookingschool,liketoshopinthenightmarketorsomeofthemoreartisanshops.Eatinrestaurantsandalsoonthestreet.Useacombinationoflocaltransportlocallye.g.tuktukbutforlongertripsuseavehicleanddriver.Alsoengageinsoftadventure&adventureactivitiese.g.cycling,trekking,raftingetc.usuallyfulldayorovernight.Alwayswantingtododifferentthingse.g.ricefarming,weaving,ecotourismexperiences,communityprojectsetc.
Thegreatmixofculture,heritageandnature.Authenticity!Holiday–timeoutfromthenorm/stressfulworklife.
AllyearroundbutpredominantlyNov–Mar
UnknownhoweverthisgroupmakeupasignificantpercentageofpredominantlyEuropeansorAmericans.2014figures24:UK:31,649France:28,259Germany:28,590USA:25,859
USD80++perdayGuestimatebyworkshopteam.
TheitineraryofthetourcompanyGuidebooksTripAdvisorWordofmouthOnlinetravelforumsTravelfishWebsitese.g.OckPopTek
TravelcompanieswhofocusonLaos(localandinternationalspecialistagencies)andtheiritinerariesofferedTheitineraryofthetourcompanyTourGuidesTravelcompaniesinmainstreetofLPShopfronts(infoboards)
Luxury RiverCruise
UsuallycomefromHouaiXay–PakBeng–LPwithsomecontinuingontoVTE.VeryfewgoLP–HouaiXay.ORtheycomeVTE–LP.
The Mekong RiverCulturalHeritageCruisingenthusiasts
PeaktimeisOct–MarandthenfromJunetoSeptisalittlequieter.
UnknownTherearefourorfivekeycompanies.
USD250++perdayGuestimate byworkshopteam.
LuxuryTravelAgents(bespoketravel)FriendsWebsitesofMekong
Travel Agenciesthat sell MekongRiver Cruises /Cruises in
24MICT,2015
Luang Prabang Province Destination Management Plan: 2016 - 2018
18
PrioritisedFlows
Characteristicsofflow(age,nationality,income,fromwheretowhere,whatactivitiesetc.)
Motivationsthatdrivetheirvisit
Whendotheycome
Howmanycome
Estimatedspendingperdayperperson(USD)
Keypeopleondemandside
Keypeopleonsupplyside
Liveontheboatorstayinupmarketaccommodatione.g.LuangsayLodgeorSatriHouseetc.OnroutetoLPtheygetoffinPakU(Buddhacave),maybetheWhiskyVillageHouayPhalamvillage(localexperience,dailylife)–villageneedssomeproductdevelopmentfortouristvisitingTheyloveHandicraftshopping,Restaurants.Usuallyontheboatfor2to3nightsandmayhave2nightsinLP.
BoatsgenerallydonotruninAprilandMaywhentheriveristoolow.
MekongCruisesNavaMekongMekongRiverCruisesPandawRiverCruises(Newentrant)ShompooMekongCruiseshas3,500peopleperyear.Approx.15,0000peryear.
Rivertrips general.
KoreanGroups
VerysimilarbehaviourtotheThaibyAirsegment.CometoLPtoenjoythelaidbackcharmandalsoenjoythetemples.RefertoThaibyAir.
LaidBackAsianCharmCulturalHeritage
Usually visit intheirwinter(Nov-Mar)
17,732in2014(+20.77%growth from2013)Account for7.46% of allinternationalvisitorstoLP.25
AverageUSD100perday.Guestimate byworkshopteam.
OnlinesitesFriends / word ofmouth
Touroperators inSeoulTouroperators inLPandVTE
StudyTours
UsuallyschoolchildrenandteachersfromprivateorinternationalschoolsinEuropeorSingapore,HongKong,Japan,USA,Bangkok,Malaysia,Australiaetc.orUniversitystudents(???)plussomeGapyearkidsfromtheUKSometimesAssociationsorInterestgroupsfromMuseumsetc..VillagesoutsideofLPwithintheprovinceHomestaysandGuestHousesMiniBusesandlocaltransportLocalrestaurantsMarketsAirport
Educational:Expandingminds&heartsofprivilegedSchoolChildrenDoingGood:(Voluntourism):EnjoyingtheculturalheritageofanewcountrywhilstgivingsomethingbackSafety&securityofthedestinationtheyvisit&theproductsandservicestheyuse
Usuallycomesometimeduringschooltermratherthaninschoolholidays.
UnknownMaybesomewherebetween3,000–5,000
USD50perdayperstudent.Guestimatebyworkshopteam.
TheSchoolTeacherordepartmentwithintheschoolorganisingthetripsintheoriginatingdestination.WordofMouthfromotherstudentsandteachersParentswhowanttheirchildrentoexperiencesuchanexperienceTravelCompanieswhospecialiseinVoluntourism,Gapyears,SchoolTripsetc..
LocalLaosTravelAgencieswhohaveexperienceinorganizingthesetripsSchoolinoriginatingdestinationdirectwithLaosTourOperator(e.g.BuffaloTours,GreenDiscoveriesetc.)
25MICT,2015
Luang Prabang Province Destination Management Plan: 2016 - 2018
19
PrioritisedFlows
Characteristicsofflow(age,nationality,income,fromwheretowhere,whatactivitiesetc.)
Motivationsthatdrivetheirvisit
Whendotheycome
Howmanycome
Estimatedspendingperdayperperson(USD)
Keypeopleondemandside
Keypeopleonsupplyside
(schooltakeresponsibilityforthechildren)
ChineseBigGroups
Spend2nightsinLP,groupsof40to80,arrivebyair,sightseeing&shopping,usuallypackagedholidays,sometimesairticket&accommodationonly.AlsogotoVangVieng.Visit:-TemplesinLPcity(brief,donotlinger,notsointerestedinarchitectureorspiritual/religiousaspect)AlmsGiving(photographing)AntiqueShopping(preferoldwoodenproducts)TheNightmarketTadKuangSiWaterfallPakOuCavecombinedwithElephantRidingUsuallystayinChineseownedhotelsinLPorsometimesotherhotelsdependingonavailability.Mostmeals(notall)areeateninChineseownedrestaurantsTravelincoachesandminibuses.
1.SeesomethingdifferentoutsideofChina(Sightseeing)2.Shopping
ChineseNewYear(February)
UnknownhowevertotalChinesetoLPin2014=,92326.CurrentlyunabletosplitthisdownbyChineseBigGroupsandChineseCaravans.
UsuallyspendbetweenUS$70andUS$100perdayGuestimatebyworkshopteam.
Theyusuallyconsultuptofivesourcesofinformationbeforetheymakeadecision.- onlinesocial
media- www.daodao.com- Chinese
TripAdvisor- Wechat(friends)- TV- Newspapers- WordofMouth- Magazines- TravelAgents- TravelGuidesWebsitesandmarketingmaterialsofLPtouroperatorsandproduct&serviceprovidersneedtobeintheChineselanguage.TravelmagazinesCCTV(ChineseTVstation)whohavefilmeddocumentariesWordofmouth
ChineseTourOperatorsAirlines:ChinaEasternAirline(Kunming)&LaosAirlinesTravelTradeFairsthattargettheChinesemarkete.g.CITSChinaInternationalTourismConferenceChinesetouristsusuallybookthroughatouroperatorsorsometimesonlineforLP.
Golf
GolffanaticsfromChina,Thailand&Vietnam.AlsosomeexpatslivinginBangkok,Singapore,HanoiandLocalLaoGovernmentOfficials.Stay3days/2nights.Usuallyinhigh-endhotels.Wantgoodspafacilities,bars&restaurants.
Solemotivationistoplaygolf.AsasecondaryactivitytheymayvisittheUNESCOcityofLPortheoddtemple.
Allyearroundhoweverpredominantlyinthedryseason(Nov-Mar)
UnknownYTD20159,904visitorshaveplayedgolf27.**thisdoesnotseparatelocalsfromtouristsand/orrepeat
USD200+perday.Guestimatebyworkshopteam.GreenfeepergameisUSD120forforeignvisitor.
Wordofmouth(businesscolleagues,friends)GolftournamentsGolfClubsGolfMedia:magazines&theinternet
TourOperatorswhospecialiseinGolfTrips
26MICT,201527LuangPrabangGolfClub,Nov2015
Luang Prabang Province Destination Management Plan: 2016 - 2018
20
PrioritisedFlows
Characteristicsofflow(age,nationality,income,fromwheretowhere,whatactivitiesetc.)
Motivationsthatdrivetheirvisit
Whendotheycome
Howmanycome
Estimatedspendingperdayperperson(USD)
Keypeopleondemandside
Keypeopleonsupplyside
visits.
ChineseCarCaravans
UsuallywealthierChinesewhotravelinacaravanof30to100vehicles.Usuallybelongtooneofthemany(500++)automobileclubsinChinawhoeveryyearorganizeseveralweek-longroadtripsthroughoutAsia.Willspend2nightsinLuangPrabang&thendriveontoVangViengfor1-2nightsandeitherreturntoLPorheadtoThailandorCambodiaviaVientiane.
Theylovetakingtheircarsonlongjourneys.Seeingsomething/somewherenew.
ChineseNewYearisthePEAKtime.Whentheyhaveenoughtimeoffworktotravellongdistances.
UnknownEachCaravancanhavebetween30to100carswith2peoplepercar.NationalStatsattheBotenChineseBordercrossingreveal278,228peoplecrossedin2014.What%ofthesearecaravansisunknown.
USD60–100++Guestimatebyworkshopteam.
AutomobileClubsinGuangzhou,Kunming,etc.Wordofmouth(friendsandothercarenthusiasts)
TourOperatorsinShantou,Kunming,Shanghai,Beijingetc.TouroperatorsownedbyChinesebasedinLP(thereare5)WebsitesofChineseownhotelsinLuangPrabang.
Backpackers
PredominantlyfromAustralia,UK&Europe.StartingtoseesomeKoreanbackpackers.18to29yearsofageandunder.Travellingtheregion(Cambodia,Thailand&Vietnam)Stayincheapguesthouses,eatstreetfoodandoftenbuyacoffeeordrinkinacafesorrestaurantsthathavegoodfreeWi-Fi.UtilisePublicTransport(Buses),&Tuktuks.Sometimeshiremotorbikesorbicycle.Keyactivitiesarewhitewaterrafting,elephantcamps,MountPhousi,ZipLining,trekking,homestaysplusKuangSi,TadSaeWaterfallandsometemplesintheUNESCOcity.PlusBowlingatnight.
Seeinganddoingwhilsthavingfun.
Allyearround2014.
Unknown
BetweenUSD15toUSD20perdayBudgettouristswillspendaroundUS$4–6eachoncraftsandtransport/excursionsperday28.
Friends&otherbackpackersTripAdvisorBackpackeronlineforumsTravelfish.com
GuestHousesTourismInformationCentresBackpackerwebsitesintheregion
ThaiMotorbikeCaravan
WealthyindividualsorgroupsusuallyfromBangkok–predominantlyThaiwithsomeAustralianandEuropeanexpatsaswell.OwnersofHarleyDavidson,BMWorKawasakiluxurymotorbikes.Oftenbelongtoabikeclubandwoulddocaravantripsintheregionafewtimesa
1.Spendingtimewith‘their’bikeonalongroadtrip.2.Seeingsomeofthesightsacountryhastooffer.
Thaifestival/publicholidays(longweekends).PeakarrivalsareinApril&May.
Unknownbutnumbersaregrowing.
USD70–USD200++perday.
MotorbikeClubsinBangkokWordofmouth(otherbikers)
TravelAgenciesinBangkok/AsiathatorganizeCaravantrips.Motorbikeclubswhoorganizetrips
28Ashley(2006)
Luang Prabang Province Destination Management Plan: 2016 - 2018
21
PrioritisedFlows
Characteristicsofflow(age,nationality,income,fromwheretowhere,whatactivitiesetc.)
Motivationsthatdrivetheirvisit
Whendotheycome
Howmanycome
Estimatedspendingperdayperperson(USD)
Keypeopleondemandside
Keypeopleonsupplyside
year.TendtostayinmidtohigherendhotelswhentheylandinLP.Spend2to3nights.
3.Endofeachdaysjourneytheyliketoenjoygoodfood.
Laosbasedtravelagenciesthatarrangebordercrossingandpoliceescortsfor<4people.
Note:ThetwosegmentsSoftAdventure&ExplorerAdventureasflowsareincorporatedintoWesternGroups,BackpackersandMid-rangeFITExperiential.Table3:LuangPrabangProvince:AnalysisofVisitorFlows
Luang Prabang Province Destination Management Plan: 2016 - 2018
22
4.3PrioritizationofStrategicVisitorFlowsThefollowingcriteriawasusedforprioritizingtheStrategicVisitorFlows:
1. Arethenumberofvisitorsfromthisflowsignificantandwhatistheirgrowthpotential?Ø 1.5-3=largervisitornumberswithhighgrowthpotentialØ 0-1.5=smallernumbersofvisitorswithlimitedgrowthpotential
2. Whatistheaveragespendpervisitorperday?Ø 1.5-3=aboveaverage/significantspendperdaye.g.>USD70Ø 0-1.5=belowaverage/smallspendperdaye.g.<USD40
3. DoesthisflowhaveapositivecontributiontoResponsibleTourismi.e.itssocial,environmentalandeconomicimpactsaremorepositivethannegative
Ø 1.5-3=thepositiveimpactsofthisflowaregreaterthanthenegativeimpactsØ 0-1.5=thenegativeimpactsofthisflowaregreaterthanthepositiveimpacts
Note:Withtheabsenceofcomprehensivestatistics,scoringwascompletedbased input fromprivatesectorstakeholdersandtheDICT.Table4belowshowsthe15flowsthatwererankedforLuangPrabangProvince,highlightingthetop10flows.
Rank
FlowScoring1to3
No.ofTourists
Av.Spendpervisitorperday
ContributiontoResponsibleTourism
TotalHighest
PossibleScore=9
1 UpmarketExperiential 1.5 3 3 7.5
2 WesternTouristsGroups(Onlyseeing,8-25pax) 2 2.5 2.5 7
3 Thaiweekenders&holidayers 2.8 2 2 6.84 SoftAdventurer 2.3 1.8 2.5 6.65 MICE 1 2.5 3 6.56 Adventurer/Explorer 1 1.8 3.5 6.3
7 ExperientialFITs(MidMarket,seeing&doing) 1.5 2 2.5 6
8 LuxuryRiverCruise 1 3 2 6
9 KoreanGroups 2 2 1.8 5.8
10 StudyTours 1.8 0.8 2.5 5.111 ChineseBigGroups 2 2.2 0.5 4.712 Golf 0.5 3 1 4.513 ChineseCarCaravans 1.5 2.5 0.5 4.514 Backpackers 2.9 0.8 0.3 415 ThaiMotorbikeCaravan 0.8 2 1 3.8
Table4:LuangPrabangStrategicVisitorFlowsRanking&PrioritizationScoreCard&Rank
Luang Prabang Province Destination Management Plan: 2016 - 2018
23
4.4OverallConclusionofAnalysisThefollowingarekeyconclusionsfromtheLuangPrabangVisitorFlowAnalysis:
1. Diversifyproductanddevelopnewflows:AlmostallvisitorstoLuangPrabangtownfollowasimilar flow – temples, National Museum, the NightMarket and Phousi Hill in the UNESCOtown, Kuang Si Waterfall and Pak Ou Cave. There are a few product and service providersbeyondtheremitofLuangPrabangtownhowevernotenoughtoattractpeoplefurtherafield.Almostallkeysitesandexperiencesoccurwithina20kmto30kmradiusoftheUNESCOsite.Withtourismnumbersincreasingandpredictedconflictsbetweensomeflowsatkeysites,e.g.ChineseBigGroupflowandUpmarketexperiential,itwillbekeyforLuangPrabangtodiversifyits current product offering and develop new flows beyond the remit of theUNESCOWorldHeritagetown.E.g.NongKiauw.
2. Seasonality: Almost all flows visit Luang Prabang between December to February creatingovercrowding and stress on all tourism infrastructure for three months of the year. Theremainderof theyearvisitornumbersare lowand tourismSMEs struggle tobreakevenwithhotel occupancies plummeting from 80%++ to below 20%. To overcome this significantinvestmentinmarketingthedestinationtoattractpeopleinthelowperiodsisessential.
3. PreserveandprotecttheculturalheritageofLuangPrabang:Therapidincreaseinvisitorsto
Luang Prabang has resulted in a correspondingly rapid and largely unplanned expansion oftransportationinfrastructureandaccommodationfacilities.ThishascausedsignificantnegativeimpactsonboththeenvironmentandthehistoricculturalresourcesofLuangPrabang.Ifthesenegative impacts continue at the current rate the province’s USP and the key motivation(UNESCOsite&culturalheritage) thatdrivespeople toLuangPrabang formanyof the flowsrunstheriskofbeingdestroyed.Theactivityplanhighlightsanumberofactionstoaddressthise.g. developing and implementing strategies for overcoming traffic congestion and overcrowdingatkeysitesaswellasimplementationofresponsibletourismguidelines.
4. SkillDevelopment:Allflowsrequirearangeofimprovedskillstobeabletomeetthedemands
ofcurrentand future internationalvisitorsand improve theoverall competitivenessof LuangPrabangProvincewithinLaosandtheregion.Keyskillsrequiredinclude:o Hospitalityserviceskills(housekeeping,frontoffice,food&beverage&foodproduction&
hygiene)o Tourguidingskills(content,communication,problemsolvingetc.)o Foreignlanguageskillso Tourism SME business development skills (tourism marketing, business management &
productdevelopment)o Responsible Tourism (how to implement into tourism destinations, sites and SMEs e.g.
waste,waterandenergymanagement)o DestinationManagement (visitormanagement, research & statistics, cultural heritage &
naturalresourcemanagementetc.)
ThedetailedactionplaninSection8specifiesactivitiesforeachflowandforthedestinationingeneral,includinganallocationofresponsibilitiesandresources.TheactionplanincludesspecificactivitiestoaddresstheaboveconclusionsandassistcapitalizeonthestrengthsandopportunitiesaswellasovercometheweaknessesandthreatshighlightedintheSWOTanalysis.
Luang Prabang Province Destination Management Plan: 2016 - 2018
24
5. DestinationActionPlanThefollowingisacomprehensiveDestinationActionPlanforLuangPrabangProvince.
DestinationManagementActivityPlan,LuangPrabangProvince(2016–2018)
Code Nameofvisitorflow Identifiedactionstostrengthenflow Prioritylevel:1=high2=med3=low
Leadrespons.
Timing Resourcesneeded(USD)
Potentialsourceoffunding
Additional resources needed intermsofHRexpertise(costfortheHRexpertiseisincludedintheresourceestimates)
1 Thai Weekend &Festival HolidayMakers
1.1 Translate LP tourism website into Thailanguage.(Ref.A1)
1 MarketingTaskforce
Mar 16 –July16
(Ref.A1) -TIIGP-GiZ
-LPWebsitecoordinator-Thaitranslator/copywriter
1.2 Discuss pricing structure of temples for Thaitourists and consider ‘one price / ticket for alltemples**’ (prices are perceived as being tooexpensive and affecting the growth of this visitorflow)**This has been tried before with little success.Assesswhyandseeifpossibletoovercome.
3 DICTPIU Mar 16 –July16
3,000 -TIIGP TicketDesigner&Printer
2 Thai Motor BikeCaravans(High end Thais onHarley Davidson &BMWbikes)
2.1 In conjunction with other relevant ProvincialDICTs assess, prioritise and implement keyactivitiesonwhatneedstobedonetocatertotheThaiMotorbikeCaravansenteringLPProvinceandalongtherouteinwhichtheytravel.
2 DICTwithThaiMotorbikeCaravanTaskforce
Mar 16 –July17
Budgettofollowonceassessmentcomplete
-TIIGP-PrivateSector
TBCpostassessment
2.2 Develop & implement a tourism roadsidedirectionalsignageplanforLPprovince.(RefA9)
2 DICT PIUThaiMotorbikeCaravanTaskforce
June16–Dec18
RefA9
3 Chinese Groups (byAir)
3.1 Translate LP tourism website into Chineselanguage(Ref.A1)
1 Marketingtaskforce
(Ref.A1)
3.2ResponsibleTourismEducation(RefC5&C6) 1 ResponsibleTourismTaskforce
(RefC5&C6)
3.3IncreasethenumberofChinesespeakingLaos’sguides.(Ref.B1)
1 Hospitality&GuideTrainingTaskforce
(Ref.B1)
3.4Conductresearch(desk&primary)onChinesetouristsmotivations&behaviourtoLaos(&ASEANcountries) to assist tourism stakeholders developtheir products and services tomeet the needs of
2 StatisticsTaskforce
(RefD2&B6)
Luang Prabang Province Destination Management Plan: 2016 - 2018
25
Code Nameofvisitorflow Identifiedactionstostrengthenflow Prioritylevel:1=high2=med3=low
Leadrespons.
Timing Resourcesneeded(USD)
Potentialsourceoffunding
Additional resources needed intermsofHRexpertise(costfortheHRexpertiseisincludedintheresourceestimates)
theChinesevisitor.(RefD2&B6)**IncorporaterecentresearchconductedbyFreetheBearsonTouristsattitudestowardsNature.3.5Attend trade fairs targeting this flow (Aim forthemoreaffluentgroupsofChinese)
1 MarketingTaskforcewChinese BigGroupTaskforce
Jan16Feb16Oct16
20,000 -TIIGP-DMCs
ChineselanguagespecialistMarketmaterialdesignerDMCsfromVientianeDMCs in Shanghai, Kunming,Beijingandotherkeyhubs
3.6 Stimulate investment for larger restaurantsoutside of LP city to deal with large ChineseGroups(50pluspax)
2 Dept. ofPlanning &Investment
Jan 16 –Dec18
N/a - DepartmentPlanning&Investment
PrivateSectorparticipants
3.7 Conduct aweeklong training course for chefsfrom restaurants and cafeswho are interested inserving Chinese food in LP and/or new chefs.(Complaints very limited no. of restaurantsservingChinesecuisine)
11
HospitalityTrainingTaskforce
Mar 16 –July16
5,000 -TIIGP-LUXEDEV
LANITHChefTrainerorspecialistChinesechef
4 ChineseCarCaravans(High end Chineseclients from PrestigeCarClubsinChina)
4.1 In conjunction with 8 other Provincial DICTsprioritise and implement key activities fromstrategydocument(currentlybeingdeveloped)onwhat needs to be done to cater to the ever-growingdemandsofChineseCaravansenteringLPProvinceandalongtheroutetheytravel.
2 DICT
Jan/Feb16-18
Budgettofollowonceassessmentcomplete
-TIIGP-JICA-PrivateSector
N/A
4.2 Develop & implement a roadside directionalsignageplanforLPprovincethatis intheChineseLanguage.(RefA9)
1 DICTPIU Mar 16 –Dec18
(RefA9)
4.3Encourageafewkeysupermarkets/storesandpetrolstationstoremainopenuntil10pm.
3 MunicipalCouncil
Jan16 N/A N/A
4.4 Develop camping grounds with parkingfacilitiesoutsideLPcityviaconcession
3 DICT Feb17 15,000 -TIIGP-Gov.budget
Private Sector to run the campsite
5 Korean Groups (byAir)
5.1TranslateLPtourismwebsiteintoKorean(Ref.A1)
1 Marketingtaskforce
Feb 16 –Dec18
(Ref.A1)
5.2IncreasethenumberofKoreanspeakingLaos’sguides.(Ref.B1)
1 Tour GuideTraining &HospitalityTaskforce
Mar 16 –Dec18
(Ref.B1)
5.3Attendtradefairsthattargetthisaudience 1 MarketingTaskforce
June16Oct16
20,000 -TIIGP-DMCs
KoreanlanguagespecialistMarketing & stand material
Luang Prabang Province Destination Management Plan: 2016 - 2018
26
Code Nameofvisitorflow Identifiedactionstostrengthenflow Prioritylevel:1=high2=med3=low
Leadrespons.
Timing Resourcesneeded(USD)
Potentialsourceoffunding
Additional resources needed intermsofHRexpertise(costfortheHRexpertiseisincludedintheresourceestimates)
with AsianGroup
designerDMCsinVientianeDMCsinSeoul
5.4 Conduct Tour Operator & Media Fam trips.(Ref.A6)
1
MarketingTaskforce
April –Oct 16,17,18
Ref.A6
6 Golf
6.1 Conduct further research into this flow withkey stakeholders e.g. GM LP Golf course NevilleHammond, local tour operators and internationalgolftravelagencies
2 MarketingTaskforce
Jan–Mar16
N/A LPGolfCourse
6.2Conductresearchwith internationalGolfers inLPabouttheoverallexperience/offeringinLP.
2 MarketingTaskforce
Jan–Mar16
2,500 -TIIGP-LPGolfCourse
Laosresearchbasedexpertise
6.3Followingassessmentdevelopa listofpriorityactions&implemente.g.AttendGolftraveltradefairs
2 Marketingtaskforce
April16–Dec18
TBC -TIIGP-LPGolfCourse
7 MICE
7.1DevelopaclearstrategyandUSPforMICEinLPe.g.green,culturalandgroupsof<120pax
1 MICETaskforce
May16–Jun16
2,000 -MICEPrivateSector
Facilitatore.g.EDC
7.2 Update LP website to include a section onMICE
1 MICE &MarketingTaskforce
Aug16 200 - GiZ N/A
7.3CoordinatewithNational levelMICEtaskforceforco-marketingmaterials
1 MICETaskforce
Aug16 5,000 - MICEPrivateSector
- TIIGP
7.4ImplementmarketingstrategiesforlinkingGolf&MICE 2 MICE
Taskforce Sept16 N/A- MICEPrivate
Sector- LPGolfCourse
7.5AttendMICEtradefairsandothertravelfairs
2 MICETaskforce
April16Sept16Oct16
20,000- MICEPrivate
Sector- TIIGP
Marketing & stand materialdesignerDMCsinVientianeDMCs in Key Source Countries:Bangkok,HongKong, Singapore,Shanghai,Hanoietc.
8 Backpackers
8.1 Improve the information available onBackpacker products & services e.g. develop asmartphoneappforBackpackersandusethesameinformationtodevelopasectionontheLPwebsitededicatedtoBackpackers.
1 MarketingTaskforce
April–Sept16 10,000?
- TIIGP- GiZ- PrivateSector
(viaadverts)
MobileAppdesignerCopywriterProjectCo-coordinator
8.2ResponsibleTourismEducation(ref.C10) 2 Responsibl (Ref.
Luang Prabang Province Destination Management Plan: 2016 - 2018
27
Code Nameofvisitorflow Identifiedactionstostrengthenflow Prioritylevel:1=high2=med3=low
Leadrespons.
Timing Resourcesneeded(USD)
Potentialsourceoffunding
Additional resources needed intermsofHRexpertise(costfortheHRexpertiseisincludedintheresourceestimates)
e TourismTaskforce
C10)
9 Upmarket / High EndExperientialTraveller
9.1 Develop innovative self guided historicalwalking tour of LP city including plaques oncolonial architecture describingwhat the buildingwas originally used for e.g. could includedownloadablepodcastsforsmartphones
1 Experientialtaskforce
Jan 16 –Dec18
15,000 - TIIGP- AFD- Australian
Govt.- UNESCO
International Cultural HeritageTourismExpertisePodcastdeveloperCopywriter,VoiceoverGraphicdesignerforprintedmapProjectCo-coordinator
9.2 Develop an app that includes all of the nicheproductsandeventshappeningeachdaye.g.likeaLUXEguidebutmobilefriendlynotprinted.This can also be used for the FIT ExperientialMarket(CrossRef.10.1)
2 Experiential&MarketingTaskforces
Jan 16 –Sept16
10,000? - PrivateSector- TIIGP
MobileAppdesignerCopywriterGraphicdesignerProjectCo-coordinator
9.3 Conduct regularmeetings between upmarkethoteliers and tour operators and experientialproduct & service providers to ensure bettercommunicationsandpromotionoftheupmarket/quirkyofferinginLP.
1 Experientialtaskforce
MonthlystartMarJan16
N/A - N/A
9.4AttendTradeFairssuchasILTMCannesorAsia 1 Experientialtaskforce
Nov/Dec16
15,000 - PrivateSector- GiZ- AFD
CopywriterGraphicdesignerProjectCo-coordinatorLaos or ASIAN specialist travelagenciesbasedinEurope
10 FIT Experiential MidMarket (see & do,groupsof1to7pax)
10.1Developanapp(Ref.9.2) 2 Experientialtaskforce
Mar 16 –Sept16
Ref.9.2 - PrivateSector- TIIGP
10.2Attendtradefairs(Ref.9.4&Ref.11.3)
1 MarketingTaskforce
Oct &Nov16
(Ref.9.4&Ref.11.3)
- PrivateSector
11 WesternTourGroups(8to25pax)
11.1 Provide training to experiential product &serviceproviders(MSMEs)onhowtodevelopandmarkettheirexperientialproducts&servicestobesuitablefortouroperators
1 Experientialtaskforce
Mar 16 –Dec18
5,000 - GIZ- The Travel
FoundationUK
Tourism Expertise or The TravelFoundationexpertsfromtheUK
10.2 Develop a small trade fair for experientialproduct & service providers to promote theirwares to experiential tour operators / DMCs inVientiane&LuangPrabang.
2 Experientialtaskforce
Mar 16 –Dec18
5,000 - TIIGP- Private Sector
StallFee
LP or Vientiane Based EventCoordinator&Assistant
12 LuxuryRiverCruises 12.1 Development of village / community basedtourism training at certain points along the flowe.g. Sensitization of locals to tourists – who aretourists,howtointeract,whattoofferetc.
1 LuxuryRiverCruiseTaskforce
Mar 16 –Dec18
10,000 - LUXDEV- JICA- Luxury Cruise
PrivateSector
Development expertise & LPCommunity Based TouristExpertise
Luang Prabang Province Destination Management Plan: 2016 - 2018
28
Code Nameofvisitorflow Identifiedactionstostrengthenflow Prioritylevel:1=high2=med3=low
Leadrespons.
Timing Resourcesneeded(USD)
Potentialsourceoffunding
Additional resources needed intermsofHRexpertise(costfortheHRexpertiseisincludedintheresourceestimates)
12.2 Development of responsible village /community-based,experientialtourismproducts&services at certain points along the flow. E.g.handicrafts,guidedvillagetour,ricefarmingetc.Note: Build on existing assessment by PeterSemoneof LUXDEV completed in 2014/15on theMekong.
1 LuxuryRiverCruiseTaskforce
Mar 16 –Dec18
10,000 - GIZ- LUXEDEV- DICT- PrivateSector
Community Based TouristExpertise / Tourism ProductDevelopmentExpertise
12.3 Improved targeted marketing and sales toensure boats are fullwhen returning to Thailand.E.g.attend luxurycruisetradefairs&othertraveltradefairs
2 LuxuryRiverCruise&MarketingTaskforces
Mar16 -Dec18
N/A - PrivateSector
12 ExplorerAdventure 12.1Conductadventureguidetraining
1 Adventure& ExplorerTask Force& SkillDevelopment
May16–Oct16Everyyear
ReferBelow
12.2 Conduct tourism awareness workshops invillageswhereadventuretourismtakesplace
2 Adventure& ExplorerTaskForce
May17&18 – Oct17&18
5,000 -TIIGP Community Tourism Expertand/or Community SocialMobiliser
13 StudyTours 14.1AttendrelevanttradefairspromotingLPasakeystudytourdestination
2 Study TourTaskForce
Mar 16 –Dec18
10,000 - PrivateSector
Development of marketingmaterialsandfairstand.
14 Chomphet WalkingTrail
15.1Prioritiseinfrastructurelist(Ref.E5-16)
1 DICT PIUwithChomphetWalkingTrail
Mar 16 –Dec18
N/A -TIIGP-JICA-DICTPIU
15.2 Develop Priority Signage (directional &interpretative)(RefA9)
1 ChomphetWalkingTrail&DICTPIU
Ref.A9
15.3Assessifanytrainingisforresidentsalongthetrail on how to deal with tourists, responsibletourismetc.Ref.C12
1 ChomphetWalkingTrail&
Ref.C12
Luang Prabang Province Destination Management Plan: 2016 - 2018
29
Code Nameofvisitorflow Identifiedactionstostrengthenflow Prioritylevel:1=high2=med3=low
Leadrespons.
Timing Resourcesneeded(USD)
Potentialsourceoffunding
Additional resources needed intermsofHRexpertise(costfortheHRexpertiseisincludedintheresourceestimates)
ResponsibleTourismTaskforce
15.4Developmarketingmaterialsanddistributetohotels, restaurants, travel agencies & touroperators.(Ref.A12)
2 ChomphetWalkingTrail&MarketingTaskforce
Ref.A12
15 Nong Kiauw (MuangNoiDistrict)NEWFLOW
16.1DeveloptourismactionplanforthedevelopmentofNongKiauwasagreen/ecotourismdestination.E.g.assessinfrastructure,productdevelopment,training,marketingetc.
2 NongKiauwTaskforce
Mar 16 –Dec18
10,000 - GIZ- TIIGP- PrivateSector
GIZ expertise & internationaltourismexpert(Ecotourism)
Activitiesofimportanceforseveralflows Priority
1=high2=med3=low
Lead Timing Resourcesneeded(USD)
Potentialsourceoffunding
Additional resources needed in termsofHRexpertise(Cost fortheHRexpertise is included intheresourceestimates)
A. Marketing, promotion and tourism informationmanagementactivities
A.1TranslateLPwebsiteintootherkeylanguagese.g.Thai,Korean&Chinese 1
MarketingTaskforce
Jan–Jun16 15,000 -TIIGP-GIZ
LP or Vientiane Language translators /copywritersLPWebsiteCoordinatorOtherhostingcharges
A.2BuildontheexistingbrandexpressionofLPandrolloutacrossarangeofmarketing&promotionalmaterials 1 Marketing
TaskforceMar16–Aug17
50,000 -TIIGP
InternationalBrandingSpecialists
A.3 Build capacity on brand expression / USP amongst localstakeholders 1 Marketing
TaskforceMar16–Aug16
5,000 -TIIGP-GIZ
GiZ,PrivateSectorBrandingSpecialists
A.4 Brand expression in strategic locations and throughmerchandiseandinformationboards 1 Marketing
TaskforceAug 16 – Dec17
10,000 -TIIGP-GiZ
Lao based design expertise (follow-brandexpressionguidelines)
A.5Commissionaninternational3rdpartyorganisationtomarket&promoteLuangPrabangtokeymarkets 1
MarketingTaskforce
Mar16–Dec18
150,000 perannum
-TIIGP- Private SectorAssociations
Asia or European based DestinationMarketingExperts.**John
A.6 Develop a comprehensive Tour Operator & Media Fam tripprogrammecoveringkeyAsianandEuropean/Australianmarkets**Ifinternational3rdpartymarketingorganisationiscommissionedA.5costsareincludedinA.6
1
MarketingTaskforce
April – Oct16,17,18
50,000 -TIIGP- Private SectorAssociations-PrivateSector
3rd Party Asian or European basedtourismdestinationmarketingcompany3rdPartyteamrecruited&locatedinLP
Luang Prabang Province Destination Management Plan: 2016 - 2018
30
Activitiesofimportanceforseveralflows Priority1=high2=med3=low
Lead Timing Resourcesneeded(USD)
Potentialsourceoffunding
Additional resources needed in termsofHRexpertise(Cost fortheHRexpertise is included intheresourceestimates)
A.7Improvequantity,quality&layoutoftheLPtourisminformationoffice.Note: asmuch information as possible should be developed usingmobileappswithminimalprintedmaterial.
2
MarketingTaskforce
Jan–Dec17 5,000 -TIIGP-PrivateSector
Laobaseddesignormarketingexpertise
A.8 Conduct training for tourist information staff (3 or 4 keylanguages,customerserviceetc.)
2
MarketingTaskforce
Jan 16 – Dec17
6,000 -TIIGP-GIZ-JICA-KOICA-AustralianGovernment
Languagetrainers(LanithorARDA)
A.9Develop&ImplementSignagePlanfora)roadsidesignage&b)all key sights: include directional and interpretative signage in arangeoflanguages.
1
DICTPIUwithrelevantindividualTaskforces.
June16–Dec18
200,000 -TIIGP-GiZ-DepartmentofRoads-DepartmentofPlanning &Development-UNESCO
Development partner expertise;International tourism consultant withexpertise in tourism roadside signageand international consultant withexpertise on tourism interpretativesignage(maybeaseparateconsultant)Copywriters – cultural heritage &natureDesignersforallsignage
A.10 Re-implement audio tours at The Museum using existingmaterialsfundedbyNarrowcasters. 1
DICT Jan 16 – Mar16
2,000 -TIIGP-AustralianEmbassy
NarrowcastersTheMuseum
A.11 As an extension of LP Website develop central portal forinformation sharingbetweenkey tourismstakeholders (DICT/MICTtourism statistics & survey reports, reports & survey results fromdevelopmentpartners,associationsetc.)
2
DICTPIU Mar16–Dec18
5000 Development partner expertise;internationalconsultant
A.12ChomphetDistrictWalkingTrail:Developmarketingmaterialsto promote the Chomphet walking trails & distribute to touroperators,travelagencies,guesthousesandhotels.
2
TheMarketingTaskforce&ChomphetTaskforce
Mar17–Dec18
5,000 -TIIGP-KOICA-GiZ
HoboMapsCopywriter&GraphicDesignerMobileAppdeveloper(?)
B. SkillsDevelopmentactivities B.1 Adapt & implement Swisscontact’s CTBP English training pilotfortourismemployeesinLPProvinceàadaptcurriculumandtrainingmaterials(ifnecessarytobemorerelevanttoLPProvince)àIncludeChinese&Koreanlanguagesà Select candidates from Tour Guides, Transport Providers,Restaurant&HotelStaff
1
TourGuideTraining&HospitalityTaskforce
Jan 16 – Dec16
60,000 - TIIGP- PrivateSector
- GiZ- LUXDEV
CollaborationLanithLuang Prabang (ARDA) or VientianebasedlanguagetrainersHotelandRestaurantAssociationTravelAgentAssociation(Guides)TransportAssociation
B.2Review&improvetourguidetrainingcurriculumofDICT 2 TourGuide Mar 16 – Oct 5,000 -TIIGP Development Agency Expertise,
Luang Prabang Province Destination Management Plan: 2016 - 2018
31
Activitiesofimportanceforseveralflows Priority1=high2=med3=low
Lead Timing Resourcesneeded(USD)
Potentialsourceoffunding
Additional resources needed in termsofHRexpertise(Cost fortheHRexpertise is included intheresourceestimates)
àadaptcurriculumandtrainingmaterials(ifnecessarytobemorerelevanttoLPProvince)àincludespecializationsforadventureandeco-tourismàincludelanguagetraining(B.1)
TrainingTaskforce
16 UNESCOguidelines
B.3 Train TourGuides forhighdemanded specializations i.e. thosetrained for the Chinese & Korean markets, those trained to beculturalheritageexperts,thosetrainedtobenatureguidesetc.Includeinternships,famtripsandclassroomtime. 2
TourGuideTrainingTaskforce
May16–Oct16May17–Oct17
3,000 -TIIGP-LUXDEV-USEmbassy-PrivateFoundations-PrivateSector
LanithtrainersFreetheBears(currentlyhaveprogrammetotrain100natureguides)UNESCOOffice(Heritageguidecurriculums)Hotel&RestaurantAssociationOtherprivatesectorexperientialproduct&serviceproviders
B.5 Continue to implement training workshops on food safety &hygiene for MSMEs (restaurants, street vendors, cafes, guesthouses,restaurantsetc.)
2HospitalityTrainingtaskforce
Mar–Apr16 1000 -TIIGP-LUXDEV
Lanith trainers / Luang Prabang HotelandRestaurantAssociation
B.6 Develop training workshops fro SMEs on how to develop andmarketyourproducts&servicesfortheChinesemarket.ShouldalsoincludeinformationonunderstandingChinesetouristbehaviour 2
MarketingTaskforce
Jan 17 – Dec17
5,000 -TIIGP-Hotel&RestaurantAssociation
Trainers with Expertise in Chinesemarket
C. Strengthenresponsibletourismbehaviorintheprovince C.1 Establish criteria for responsible tourism destinationmanagementinLPProvinceandbuildcapacitywithinalltaskforces 1
Responsibletourismtaskforce
Jan 16 – Dec16
15,000 - TIIGP- GIZ
ResponsibleTourismExpert;SwisscontactExpertise
C.2 Set up and enforce solid waste management systems in keytourismlocations(PakOu,alongtheriver inLPcity,PadSae,NongKiauwetc.)Note: Build on thework / systems already in place in Kuang Si &partsofLPcitywithFreetheBears&WeLoveLuangPrabang
1
Responsibletourismtaskforce
Jul16–Jul17 50,000 -TIIGP
Lao based solid waste managementexpertise; WWF; We Love LuangPrabang;FreetheBears
C.3 Train hotels and restaurants in LP on how to be a moreenvironmentally & socially responsible business. Reduce Waste,Energy&Waterconsumption. 2
LuangPrabangHotelandRestaurantAssociation
Apr–Sep16 20,000 -TIIGP
LANITH (Build on TheMark), TravellifeCertification, The Travel Foundation(Green Business Materials), Lao basedsustainabletourismbusinessexpertise
C.4Train tuktukdrivers (includeother transportproviders)on fairandresponsiblebehaviourwithtourists
1
Responsibletourismtaskforce
Jan–Dec17 5,000 -TIIGP-DICT-TransportAssociation
LaoBasedSustainableTourismExpert
C.5Organizeacampaignagainstpurchasingivoryandotherillegallytraded items e.g. tortoises. Specifically target Chinese tour guidesandChinesetourists. 2
ResponsibleTourismTaskforce
Jan–Dec17 5,000 -TIIGP-WWF
FreetheBears
Luang Prabang Province Destination Management Plan: 2016 - 2018
32
Activitiesofimportanceforseveralflows Priority1=high2=med3=low
Lead Timing Resourcesneeded(USD)
Potentialsourceoffunding
Additional resources needed in termsofHRexpertise(Cost fortheHRexpertise is included intheresourceestimates)
C.6 Develop strategies for enforcing responsible behaviour ofChinese&othertouristsatAlmsGiving.Currentbrochures/postershavenoimpact–nobehavioralchangeseen.
1AlmsGivingTaskforce
Jun–Aug16 N/A N/A
C.7 Produce & distribute relevant educational materials onresponsiblebehaviourduringthemorningAlmsGiving.Placeinkeylocations such as airports, bus terminal, hotels, guest houses &restaurants
1
AlmsGivingTaskforce
Jun–Oct16Jan/Feb17Jan/Feb18
6,000 -TIIGP
Copywriters / translators for keylanguages(Chinese,English)
C.8ProvidecomprehensivetrainingtotourguidesfrombothLaos&international guides (e.g. Australian, Dutch & Chinese etc.) onresponsiblebehaviouratAlmsGiving 1
AlmsGivingTaskforce
Oct16Jan17
4,000 -TIIGP
Lanith trainers trained ResponsibleAlmsGiving
C.9 Continue to provide training toAlms giving food suppliers e.g.micro enterprises to ensure health standards are met andresponsiblebehaviourtotourists 1
AlmsGivingTaskforce
Jun–Oct16 3,000 -TIIGP-DICT
LanithTrainers
C.10 Develop strategies for enforcing responsible behaviouramongst back packers. Distribute flyers, posters to guest houses,airports,busstations,restaurantsetc.
2ResponsibleTourismTaskforce
Jun–Oct16 2,000 -TIIGP
Designer,copywriter&printing
C.11 Develop & promote an emergency number for tourists. Noawarenessofitanumberexistsandwhatitis.
1ResponsibleTourismTaskforce
Jan–June16 500 - TIIGP- DICT
C.12ChomphetWalkingTrail: Developtrainingforresidentsalongthetrailonhowtodealwithtourists,responsibletourismetc.
2
ResponsibleTourismTaskforce&ChomphetWalkingTrail
May–Oct17 3,000 -TIIGP-GiZ
LanithTrainers
C.13 Develop and implement responsible tourism guidelines forElephanthandlingandmanagementatElephantcampsinLP. 2
ResponsibleTourismTaskforce
Jun–Oct16 3,000 -TIIGP-WWF
Elefant Asia, Free the Bears, WorldWildlifeFund
D. Tourismstatisticsanddatamanagement D.1 Build capacities on tourism-related M&E, statistics and datamanagement(followingaunifiedapproachthroughoutLaoPDR)forgovernmentofficialsandtourismprojectstaffmembers
1DICTstatisticsteam
Feb 16 – Dec18
20’000 -TIIGP
ADB,Swisscontact,NZ-MICT,GIZ
D.2Carryoutanannualtourismexitsurveyswithspecificquestionstargeting keymarkets i.e. questions for Chinesemarket, questionsforThaimarket,andquestionsforBackpackersetc.**IncorporateresultsfromFreetheBearNatureSurvey(2014/5)
1
DICTstatisticsteam
Feb 16 – Dec18
15’000 - TIIGP- GiZ
ADBstatisticsexpertise,Free theBears& University of the Sunshine Coast inAustralia,
D.4 In conjunction with national level MICT conduct research &develop online document on the motivations and behaviour ofChinese Tourists and how SMEs can develop and market theirproducts & services for them. E.g. how & who to offer cultural
2
DICTstatisticsteam
Feb 17 – Dec18
10’000 - TIIGP- GiZ
ADBstatisticsexpertise;GIZ;
Luang Prabang Province Destination Management Plan: 2016 - 2018
33
Activitiesofimportanceforseveralflows Priority1=high2=med3=low
Lead Timing Resourcesneeded(USD)
Potentialsourceoffunding
Additional resources needed in termsofHRexpertise(Cost fortheHRexpertise is included intheresourceestimates)
experientialproductstotheChineseD.5Carryoutanannualtourismbusinesssurvey
1DICTstatisticsteam
Feb 16 – Dec18
15’000 -TIIGP-GiZ
ADBstatisticsexpertise;EDC;GIZ
E. Transport,accessibilityandinfrastructure***Mostcosts for this infrastructure/upgradingareguestimates.Morepreciseestimatesarerequired
E.1 Develop& implement visitormanagement / flow strategies atkey sites tobeproactive indealingwithovercrowding. (CrossRef.I.5) 1
DICT Mar16–Dec18
30,000 -TIIGP-KOICA-JICA-UNESCO
InternationaltourismexpertRelevanttrainingstaffIndividualsitemanagementstaffUNESCO
E.2LPCity:DevelopmentofpublictoiletsinkeylocationswithinLPcity 2 DICTPIU May16–Oct
1750,000 -TIIGP
Architecture&ConstructioncompanyUNESCO
E.3KuangSi: Improvealldirtpathswithinthesitetoavoidfurthererosion°radation(inanenvironmentallyfriendlyway) 1
DICTPIU Mar16–May16
3,000 -TIIGP-FreetheBears-WWF
Construction / works department orcompany
E.4PhousiHill:RectifywaterproblemswithtoiletsinPhousiHill1
DICTPIU Jul 16 – Dec18
3,000 -TIIGP-JICA-Govtmoney?
Construction / works department orcompany
E.5ChomphetDistrict:ImprovetheroadforvehiclesandpassengersfromthepiertoXiengmenvillage 2
DICTPIU Jul 16 – Dec18
? -TIIGP-JICA-Govtmoney?
Construction / works department orcompany
E.6ChomphetDistrict:ImprovethepierandstairsatXiengmenvillage 1
DICTPIU&ChomphetWalkingTrail
Jul 16 – Dec18
3,000 -TIIGP-JICA-Govtmoney?
Construction / works department orcompany
E.7ChomphetDistrict:ConstructacarparkandawaitingareaattheboatstopatChanneuavillage 2
DICTPIU&ChomphetWalkingTrail
Jul 16 – Dec18
? -TIIGP-JICA-Govtmoney?
Construction / works department orcompany
E.8ChomphetDistrict:ImprovethewalkingpathwithinChanneuavillage 2
DICTPIU&ChomphetWalkingTrail
Jul 16 – Dec18
3,000 -TIIGP-JICA-Govtmoney?
Construction / works department orcompany
E.9ChomphetDistrict:Expandthepavedroad(AFD)andotherwalkingpaths 2
DICTPIU&ChomphetWalkingTrail
Jul 16 – Dec18
? -TIIGP-JICA-Govtmoney?
Construction / works department orcompany
E.10ChomphetDistrict:Constructpublictoiletsattheimportantlocationsalongtheforesttreks 1
DICTPIU&ChomphetWalkingTrail
Jul 16 – Dec18
4,000 -TIIGP-JICA-Govtmoney?
Construction / works department orcompany
E.11ChomphetDistrict:ImprovethepieratChannueavillage1
DICTPIU&Chomphet
Jul 16 – Dec18
2,000 -TIIGP-JICA
Construction / works department orcompany
Luang Prabang Province Destination Management Plan: 2016 - 2018
34
Activitiesofimportanceforseveralflows Priority1=high2=med3=low
Lead Timing Resourcesneeded(USD)
Potentialsourceoffunding
Additional resources needed in termsofHRexpertise(Cost fortheHRexpertise is included intheresourceestimates)
WalkingTrail -Govtmoney?E.12ChomphetDistrict:Installsignboardsandinformationboardsatkeylocations(Ref.A9) 1
DICTPIU&ChomphetWalkingTrail
Jan 16 – Dec18
Ref.A9 -TIIGP-JICA
Development partner expertise;internationalconsultant
E.13ChomphetDistrict:Improvethewastemanagementandtreatmentincludingrubbishcontainersanddrainage(Ref.C2) 1
DICTPIU&ChomphetWalkingTrail
Jan 16 – Dec18
Ref.C2 -TIIGP-JICA
Development partner expertise;internationalconsultant
E.14ChomphetDistrict:ConstructpublictoiletatthepierinXiengmenvillage 2
DICTPIU&ChomphetWalkingTrail
Jul 16 – Dec18
5,000 -TIIGP-JICA-Govtmoney?
Construction / works department orcompany
E.15ChomphetDistrict:ImprovethewalkingpathwithinXiengmenvillage 1
DICTPIU&ChomphetWalkingTrail
Jul 16 – Dec18
4,000 -TIIGP-JICA-Govtmoney?
Construction / works department orcompany
E.16ChomphetDistrict:Paycompensationtoaffectedfamilies
1
DICTPIU&ChomphetWalkingTrail
Jul 16 – Dec18
4,000 -TIIGP-JICA-Govtmoney?
Construction / works department orcompany
E.17PakOuCave:ConstructanewmainpierattheThamtingcavearea 2
DICTPIU Jul 16 – Dec18
4,000 -TIIGP-JICA-Govtmoney?
Construction / works department orcompany
E.18PakOuCave:ConstructanewsecondarypiertotheupperThamtingcavearea
2
DICTPIU Jul 16 – Dec18
3,000 -TIIGP-JICA-Govtmoney?
Construction / works department orcompany
E.19PakOuCave:Build6ferriesatthepier2
DICTPIU Jan 16 – Dec18
? -TIIGP-JICA
Development partner expertise;internationalconsultant
E.20PakOuCave:ImprovestairsandpathattheupperandlowerThamtingcave 1
DICTPIU Jul 16 – Dec18
4,000 -TIIGP-JICA-Govtmoney?
Construction / works department orcompany
E.21PakOuCave:InstallandimprovetheelectricitysystematThamtingcave 1
DICTPIU Jul 16 – Dec18
4,000 -TIIGP-JICA-Govtmoney?
Construction / works department orcompany
E.22PakOuCave:ImprovethepublictoiletsatthewayuptotheupperThamtingcave 2
DICTPIU Jul 16 – Dec18
5,000 -TIIGP-JICA-Govtmoney?
Construction / works department orcompany
E.23PakOuCave:SetupalocalhandicraftandsouvenirshopattheThamtingcavearea(Giveconcessiontoprivatesector) 2
DICTPIU Jul 16 – Dec18
? -TIIGP-JICA-Govtmoney?
Construction / works department orcompany
E.24PakOuCave:Installsignboardsandinformationboardsatthe 1 DICTPIU Jul 16 – Dec18
(Ref.A9) -TIIGP-JICA
Construction / works department orcompany
Luang Prabang Province Destination Management Plan: 2016 - 2018
35
Activitiesofimportanceforseveralflows Priority1=high2=med3=low
Lead Timing Resourcesneeded(USD)
Potentialsourceoffunding
Additional resources needed in termsofHRexpertise(Cost fortheHRexpertise is included intheresourceestimates)
keylocationsofThamtingcave(Ref.A9) -Govtmoney?
E.25PakOuCave:Installrubbishcontainersandimprovethewastemanagementanddrainagesystem(Ref.C2) 1
DICTPIU Jul 16 – Dec18
(Ref.C2) -TIIGP-JICA-Govtmoney?
Construction / works department orcompany
E.26PakOuDistrict:Improve10kmofroadtoPakOu
2
DICTPIU Jul 16 – Dec18
? -TIIGP-JICA-Govtmoney?
Construction / works department orcompany
E.27PakOuVillage:ImprovethesecondaryroadtoPakOuvillage2
DICTPIU Jul 16 – Dec18
? -TIIGP-JICA-Govtmoney?
Construction / works department orcompany
E.28PakOuVillage:Constructaparkingspace
2
DICTPIU Jul 16 – Dec18
? -TIIGP-JICA-Govtmoney?
Construction / works department orcompany
E.29PakOuVillage:Improvethemainroadtothevillage2
DICTPIU Jul 16 – Dec18
? -TIIGP-JICA-Govtmoney?
Construction / works department orcompany
E.30PakOuVillage:Improvetheroadinsidethevillageandthewalkingpathtothepier 2
DICTPIU Jul 16 – Dec18
? -TIIGP-JICA-Govtmoney?
Construction / works department orcompany
E.31PakOuVillage:Improve3walkingpathsandstairstothepier2
DICTPIU Jul 16 – Dec18
3,000 -TIIGP-JICA-Govtmoney?
Construction / works department orcompany
E.32PakOuVillage:Constructtoiletsattheparkinglot2
DICTPIU Jul 16 – Dec18
5,000 -TIIGP-JICA-Govtmoney?
Construction / works department orcompany
E.33PakOuVillage:Setupaplaceoralocalhandicraftshopattheparkinglot(Concessiontoprivatesector) 2
DICTPIU Jul 16 – Dec18
? -TIIGP-JICA-Govtmoney?
Construction / works department orcompany
E.34PakOuVillage:Installtherubbishcontainersandimprovethewasteanddrainagemanagementsystem(Ref.C2) 1
DICTPIU Jul 16 – Dec18
(Ref.C2) -TIIGP-JICA-Govtmoney?
Construction / works department orcompany
E.35PakOuVillage:Installsignboardsandinformationboardsatthekeylocationsinthevillage(Ref.A9) 1
DICTPIU Jul 16 – Dec18
(Ref.A9) -TIIGP-JICA-Govtmoney?
Construction / works department orcompany
E.36XanghayVillage:Continuetoimprovetheroad/walkingpathsandthedrainagesystemwithinthevillage 1
DICTPIU Jul 16 – Dec18
? -TIIGP-JICA-Govtmoney?
Construction / works department orcompany
E.37XanghayVillage:Constructaparkinglot 2 DICTPIU Jul 16 – Dec18
? -TIIGP-JICA
Construction / works department orcompany
Luang Prabang Province Destination Management Plan: 2016 - 2018
36
Activitiesofimportanceforseveralflows Priority1=high2=med3=low
Lead Timing Resourcesneeded(USD)
Potentialsourceoffunding
Additional resources needed in termsofHRexpertise(Cost fortheHRexpertise is included intheresourceestimates)
-Govtmoney?E.38XanghayVillage:Improve3paths/stairstothepier
1DICTPIU Jul 16 – Dec
183,000 -TIIGP
-JICA-Govtmoney?
Construction / works department orcompany
E.39XanghayVillage:Improve3piers,includingstairhandrailsandthesafetysystem 1
DICTPIU Jul 16 – Dec18
3,000 -TIIGP-JICA-Govtmoney?
Construction / works department orcompany
E.40XanghayVillage:ConstructaLaowhiskyinformationdisplaycenter 1
DICTPIU Jul 16 – Dec18
4,000 -TIIGP-JICA-Govtmoney?
Construction / works department orcompany
E.41XanghayVillage:Constructtoiletsatthekeylocations1
DICTPIU Jul 16 – Dec18
5,000 -TIIGP-JICA-Govtmoney?
Construction / works department orcompany
E.42XanghayVillage:Installsignboardsandinformationboardsatthekeylocations(Ref.C2) 1
DICTPIU Jul 16 – Dec18
(Ref.C2) -TIIGP-JICA-Govtmoney?
Construction / works department orcompany
E.43XanghayVillage:Installrubbishcontainersandimprovethewasteanddrainagemanagementsystem(Ref.A9) 1
DICTPIU Jul 16 – Dec18
(Ref.A9) -TIIGP-JICA-Govtmoney?
Construction / works department orcompany
E.44XanghayVillage:Paycompensationtotheaffectedfamilies 1
DICTPIU Jul 16 – Dec18
4,000 -TIIGP-JICA-Govtmoney?
Construction / works department orcompany
E.45Increaseinvestmentinbatteryoperatede-tuktuk’s(currently8needmore) 1
DICTPIU Jul 16 – Dec18
? -TIIGP-JICA-PrivateSector
Construction / works department orcompany
E.46 Implement an environmentally friendly shuttle loop bus (hopon,hopoff)forLPcitytoassistimprovetrafficcongestioninLPcity 1
DICTPIU Jul 16 – Dec18
4,000 -TIIGP-JICA-Govtmoney?
Construction / works department orcompany
E.47Develop further environmentally friendly strategies to reducetrafficcongestionwithinLPcity. 1
DICTPIU Jan 16 – Dec18
5000 -TIIGP-JICA
Development partner expertise;internationalconsultantDepartmentofRoads/Traffic
E.48 Strengthen transport association to ensure a more proactiveandsustainablebody 2 DICTPIU Jul 17 – Dec
183,000 -TIIGP
Willdependoninitialassessmenttoseewhattypeofskillsareneeded.
F. ProductDevelopment F.1Nightmarket:Review&upgradetheentirenightmarketproducttobemoreauthenticandmoreinteresting/excitingforvisitors.E.g.artisan activities (singing, dancing etc.,) sitting areas, keephandicrafts authentic, introduce food component. Review nightmarketsinternationallyandimprovetobeofinternationalstandard.E.g.ChristmasmarketsinGermany,BoroughmarketsinLondonetc.
1
NightMarketTaskforce
Mar16–Dec18
20,000 -TIIGP-UNESCO-JICA-KOICA-Otherdonors
International expert in festivals /markets
F.2CulturalPerformances:Assessthedemandformoreprofessionalperformersdancers,singers,storytellersetc.tocaterforhotelsand 2 DICT Jan–Jun16 5,000 -DICT Professionaltrainersforeachdiscipline
Luang Prabang Province Destination Management Plan: 2016 - 2018
37
Activitiesofimportanceforseveralflows Priority1=high2=med3=low
Lead Timing Resourcesneeded(USD)
Potentialsourceoffunding
Additional resources needed in termsofHRexpertise(Cost fortheHRexpertise is included intheresourceestimates)
MICEmarketplusnighttimeentertainment.F.4PakOuCave:DevelopexperientialproductsforboattriptoandfromPakOuCavetoincreaseguestexperience.E.g.villagelife,ricefarming,weavingetc.
1PakOuTaskforce
Jan–Jun16 10,000 -TIIGP-GiZ-TourOperators
Development Agency Expertise, CBT /Productdevelopmenttourismexpert.
G. Tourismpoliciesandregulations G.1Identifypolicyissueswhicharehinderingtourismdevelopmentin Luang Prabang province, in collaboration between public andprivate sector stakeholders e.g. registration process for touroperators/guideswithindividualsandgroupvisitors
1
PolicyTaskforce Jan–Jun16 N/A N/A
Inputfromtraveltradeassociations
G.2Presentandaddressidentifiedpolicyissuesinnationalleveltaskforceonpoliciesandregulations 1 PolicyTaskforce Jun16 N/A N/A
VTE based national level travel tradeassociations
G.3LobbyforrevisedvisafeestobecompetitivewithotherASEANcountries.E.g.forMICEmarket 3 PolicyTaskforce Jun 16 -
ongoingN/A N/A
DepartmentofImmigration
G.4InitiatediscussionswithLaosAirlinesforlargeraircrafttoLPandlowcostpackagesforThaimarkets(beyondFree&Easy) 2 PolicyTaskforce May 16 -
ongoingN/A N/A
DepartmentofImmigration
H. TourismSMEsupportactivities H.1 Business planning support to selected SMEs supporting thestrengtheningofprioritizedflows 2 DICTPIU Jul 16 – Dec
1810’000 -TIIGP
Lao based business planningconsultants(e.g.EDC)
H.2FacilitationofaccesstofinancetoselectedSMEssupportingthestrengtheningofprioritizedflows 2 DICTPIU Jul 16 – Dec
1810’000 -TIIGP
Lao based business planningconsultants(e.g.EDC)
I. DestinationManagementNetwork I.1 Organize bi-annual meeting of Destination ManagementNetworkBoardformonitoringofDestinationManagementPlan 1 DMNsecretariat Jun/Dec 16,
17,182,000 -TIIGP
Development partner backstopping(ADB,GiZ,LUXDEV,JICA,KOICA,etc.)
I.2EstablishtaskforcesoftheDestinationManagementNetwork 1 DMNboard Jan/Feb16 N/A N/A Development partner backstopping(ADB,NZ-MICT,Swisscontact,GIZ)
I.3BackstoppingofDestinationManagementNetworkactivities1
MICTPIU Jan 16 – Dec18
15,000 -TIIGP-NZ-MICT
Development partner backstopping(ADB,GiZ,LUXDEV,JICA,KOICA,etc.)&EDC
I.5TrainingofgovernmentstaffandDMNboardmembersinvisitor-flowbaseddestinationmanagement.(CrossRef.E1) 1 MICTPIU Jun/Dec 16,
17,182,000 -TIIGP
-NZ-MICTEDC
I.6 Exchange visit with other destinations with their own DMNstructureinLaos 2 MICTPIU Mar17 5,000 -TIIGP
-NZ-MICTDevelopmentpartnerexpertise
I.7 Effective coordination, implementation & accountabilitymechanism for tourism issues relevant to several governmentdepartmentse.g.trafficcongestion,wastemanagement,zoningetc.
2Allrelevant Mar17 5,000 -TIIGP
-NZ-MICTDevelopmentpartnerexpertise
Luang Prabang Province Destination Management Plan: 2016 - 2018
38
6. MonitoringandEvaluation
6.1WhyMonitoring&Evaluation?MonitoringandEvaluationisausefulwaytotrackyourdestinationsperformance.ItcanassisttheLuangPrabangDMNin:
• Havingimprovedinformationfordecisionmaking• PrioritizationoftheDMPactionplan• Improvingtheapproachtotourismplanning• Identifyingareasthatneedmoreimprovement• MeasuringtheperformanceoftheDMNinimplementingtheDMP• Improving communication & coordination between tourism stakeholders (private and public
sectors)• Enhancingthevisitorexperience• Improvingthesustainabilityofthedestination• Influencingpolicychanges
Destinations in Laos have relied on a limited range of statistics such as visitor arrival numbers andvisitorsatisfactionratingstomonitortheirdestination. Thesestatisticsdonottell thewholestoryoftourism’simpacts.Collectingdataonabroadrangeofissuesrelevanttotheimpactoftourismonthelocal economy, cultural heritage and communities, and the environment will help build an accuratepicture of what is really going on in Luang Prabang Province. It will also help build a competitivesustainabletourismdestination.
6.2TheResultsFrameworkThe results framework below (Figure 3) details the intended impacts and outcomes for the LuangPrabangDestinationManagementPlanifalltheproposedactivitiesintheDestinationActionPlanareimplementedoverthenextthreeyears(2016–2018).The Destination Management Network (DMN) should familiarize themselves with this resultsframeworkusing itnotonly toassist themmonitorandevaluate theirprogressbutasa reminderoftheiroverallvisionforthedestination.
Luang Prabang Province Destination Management Plan: 2016 - 2018
39
Figure4:LuangPrabangProvinceTourismDestinationManagementPlanResultsFramework
6.3TheMeasurementPlanThemeasurementplanbelowprovidestheDMNwithaguidelineonwhattomonitortoevaluatetheirprogress and success implementing theDMP. It also gives suggestions on how tomeasure, bywho,whenandwhoisresponsiblefordeliveringandoverseeingthemeasurement.Themeasurementplanwill require a collaborative stakeholder approachwith almost all taskforces having responsibility forcertainindicators.Thedestinationindicatorscanbebrokenupintofourcategorieswitheachcategoryrelatingbacktotheactivityplan:
1. DestinationDevelopmentandManagement2. EconomicImpacts3. SocialandCulturalImpacts4. EnvironmentalImpact
ThesefourindicatorsarebasedontheEuropeanTourismIndicatorSystemforSustainableDestinations.Theindicatorsystemaimstocontributetoimprovingthesustainablemanagementofdestinationsbyprovidingtourismstakeholderswithaneasyandusefulapproachtomeasuringandmonitoring,andenabletourismstakeholderstoshareandbenchmarktheirprogressandperformanceinthefuture.
Arangeofac+vi+es&interven+ons
Beneficiarynetincomesincreased
Improvedtourismpolicies&effec+veexpenditureon
tourismdevelopment
NewtourismMSMEs
aredeveloped
Compe++veSustainableTourismDes+na+on‘BeFerplacesforpeopletolivein&beFerPlacesforpeopletovisit’
TourismSMEsnetincomesare
increased
TourismSMEsemploymorestaff
Incl.women
ProPoorLocalEconomicDevelopment
TourismStakeholdersminimisethe
nega+vesocial&environmental
impactsoftourism
Increaseinvisitorarrivals
Increaseinvisitorspending
Increaseinlengthofstay
Luang Prabang Province Destination Management Plan: 2016 - 2018
40
CRITERIA INDICATOR HOWMEASURED? BYWHO? WHEN? BASELINEANDTARGETSDESTINATIONDEVELOPMENTANDMANAGEMENTDestinationManagement(how stakeholdersworktogether)
% of DestinationManagement NetworkCommittee Members whoare satisfied with thefunctioning of theDestination ManagementNetwork
InternalsurveyduringDMNCommitteemeetings(categoriestobegiven:notsatisfied–satisfied–verysatisfied;includingroomforexplanationsandsuggestions)
DMNsecretariat Annually,during DMNCommitteeMeetings
Baseline:0%
Target:2016:30%2017:50%2018:70%
Number of taskforcesestablishedandfunctional
InternalsurveyduringDMNCommitteemeetings(categoriestobegiven:notactive–active–veryactive;includingroomforexplanationsandsuggestions)
DMNsecretariat Annually,during DMNCommitteeMeetings
Baseline:0
Target:2016:32017:52018:7
PercentageoftourismSMEssatisfied with theirinvolvement and theirinfluence in the planninganddevelopmentoftourism
Tourismbusinesssurvey
Statistics taskforce incharge of businessandexitsurvey
Annually, afterhighseason
Baseline:0%
Target:2016:30%2017:50%2018:70%
The DestinationManagementActivityPlanisactivelyusedasthekeytoolfor Tourism Developmentand Management in theDestination
Interviewwithkeystakeholders(DICT,ProvincialGovernmentOffice,CHRA,CPATA)(scaletobeused:0-5)
Statisticstaskforce Annually,beginning ofcalendaryear
Baseline:0
Target:2016:12017:32018:5
The percentage of prioritynumber 1 activities in the
DuringDMNCommitteemeetings
DMN secretariattogether with DMN
Annually,during DMN
Baseline:0%
Luang Prabang Province Destination Management Plan: 2016 - 2018
41
CRITERIA INDICATOR HOWMEASURED? BYWHO? WHEN? BASELINEANDTARGETSDestination ManagementActivity Plan that werecompleted or are beingimplemented
committee CommitteeMeetings
Target:2016:70%2017:80%2018:80%
Hasthedestination…a.conductedavisitorsatisfactionsurveythatcoversthekeyvisitorflowsb.sharedfindingswithstakeholdersc.actioninresponsetofindingstaken
DuringDMNCommitteemeetings
Statistics taskforce incharge of businessandexitsurvey
Annually,during DMNCommitteeMeetings
Baseline:a.nob.noc.noTarget:2016:yestoa-c2017:yestoa-c2018:yestoa-c
VisitorSatisfaction(what visitors likeabout thedestination)
Percentage of visitors whowould highly recommendthedestinationtoothers
Exitsurvey(categories to be givenin survey: notrecommend –recommend - highlyrecommend)
Statistics taskforce incharge of businessandexitsurvey
Annuallyduring highseason
Baseline:FirsttimesurveydataTarget:2016:50%2017:70%2018:80%
Percentageofreturnvisitorswithin the last 5 yearsamongst total number ofvisitors
Exitsurvey
Statistics taskforce incharge of businessandexitsurvey
Annuallyduring highseason
Baseline:FirsttimesurveydataTarget: To be set once baselinedataisavailable2016:2017:2018:
Percentage of visitors whoconsider the followingaspects of the destination
Exitsurvey
Statistics taskforce incharge of businessandexitsurvey
Annuallyduring highseason
Baseline:Firsttimesurveydata
Luang Prabang Province Destination Management Plan: 2016 - 2018
42
CRITERIA INDICATOR HOWMEASURED? BYWHO? WHEN? BASELINEANDTARGETSeither as ‘good’ or ‘verygood’:- A. Diversity of sites and
attractions- B. Diversity of excursions
andactivities- C. Service quality in
hotelsandrestaurants- D. Hygiene and
cleanliness in hotels andrestaurants
- E.Servicequalityoftravelagents
- F. Service quality of tourguides
- G. Value for money ofattractions, excursions,hotels, restaurants andtouroperators
- E.Communicationskillsinforeign language of hotelandrestaurantstaff
Target: To be set once baselinedataisavailable2016:A.B.…2017:A.B.…2018:A.B.…
DestinationPromotion andReputation(how thedestination ispromoted andvisibleexternally)
Percentage of visitors whoexpressthattheyhaveusedkey promotional andinformation sources for thedestination,suchas (tbdforeachdestination):- Destinationwebsite- Specific destination
brochuresorbooklets
Exitsurvey
Statistics taskforce incharge of businessandexitsurvey
Annuallyduring highseason
Baseline:Firsttimesurveydata
Target:2016:30%2017:40%2018:50%
The number of times thedestination has beenspecifically promoted in
During DMNCommitteemeetings
Statistics taskforce incharge of businessandexitsurvey
Annually,during DMNCommitteeMeetings
Baseline:Firsttimesurveydata
Luang Prabang Province Destination Management Plan: 2016 - 2018
43
CRITERIA INDICATOR HOWMEASURED? BYWHO? WHEN? BASELINEANDTARGETSinternationaltradefairs Target:
2016:22017:42018:4
The number of times thedestination has beenspecifically show-cased inthe media (print, televisionorweb-based)
Marketing taskforceregularmonitoring
Marketingtaskforce Regularly, butreportedduring annualDMNCommitteeMeetings
Baseline:Firsttimesurveydata
Target:2016:22017:42018:6
The number offamiliarization trips of touroperators and/or media tothedestinations
Marketing taskforceregularmonitoring
Marketingtaskforce Regularly, butreportedduring annualDMNCommitteeMeetings
Baseline:Firsttimesurveydata
Target:2016:12017:22018:2
ResponsibleTourismManagement
Doesthedestinationhave:a. Policies or guidelines
which supportresponsible tourism inthedestination
b. Human and financialresources allocated tostrengthen responsibletourism (e.g. responsibletourismtaskforce)
c. Concrete measures thatarebeingimplementedtostrengthen responsibletourism
Responsible tourismtaskforcesurvey
Responsible tourismtaskforce
Annually,during DMNCommitteeMeetings
Baseline:FirsttimesurveydataTarget:2016:yestoa-c2017:yestoa-c2018:yestoa-c
Luang Prabang Province Destination Management Plan: 2016 - 2018
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CRITERIA INDICATOR HOWMEASURED? BYWHO? WHEN? BASELINEANDTARGETSPercentageoftourismSMEswith:a. Specific policies for
responsible businessmanagementinplace
b. Staff trained on policiesor specific aspects ofresponsible tourismmanagement
c. Concrete interventionstostrengthen responsiblebusinesspractices
d. A certification label orscheme for responsibletourism
Tourism businesssurvey
Statistics taskforce incharge of businessandexitsurvey
Annually, afterhighseason
Baseline:Firsttimesurveydata
Target:2016:tbd2017:tbd2018:tbd
Percentage of visitors whostated:a. Environmental pollution
being a concern duringtheir stay in thedestination
b. Child safety being aconcern during their stayinthedestination
Exitsurvey
Statistics taskforce incharge of businessandexitsurvey
Annuallyduring highseason
Baseline:Firsttimesurveydata
Target:2016:reductionof10%forbotha and b as compared to prioryear2017:reductionof10%forbotha and b as compared to prioryear2018:reductionof10%forbotha and b as compared to prioryear
ECONOMICIMPACTTourism Flow(volume & value)atDestination
The number of visitors permonth and year,disaggregatedby country oforigin
DICTstatistics StatisticTaskforceDept.ofImmigration/bordercontrol,airportcontrol,CHRACPATA
Regularly, butannual dataevaluation
Baseline:DICTstatistics
Target:2016:tbd
Luang Prabang Province Destination Management Plan: 2016 - 2018
45
CRITERIA INDICATOR HOWMEASURED? BYWHO? WHEN? BASELINEANDTARGETS2017:tbd2018:tbd
Number of prioritizedtourism visitor flows in theDMP with perceivedsatisfactory growthtendencies/vectors
During DMNCommitteemeetings
Statistics taskforce incharge of businessandexitsurvey
Annually,during DMNCommitteeMeetings
Baseline:FirsttimedataTarget:2016:tbd2017:tbd2018:tbd
Average daily spend permainvisitorflow
Exitsurvey
Statistics taskforce incharge of businessandexitsurvey
Annuallyduring highseason
Baseline:FirsttimedataTarget:2016: increase by 20% ascomparedtopreviousyear2017: increase by 20% ascomparedtopreviousyear2018: increase by 20% ascomparedtopreviousyear
Average length of stay permainvisitorflow
Exitsurvey
Statistics taskforce incharge of businessandexitsurvey
Annuallyduring highseason
Baseline:FirsttimedataTarget:2016: increase by 0.5 days ascomparedtopreviousyear2017: increase by 0.5 days ascomparedtopreviousyear2018: increase by 0.5 days ascomparedtopreviousyear
Growth in revenue for thedestinationthroughtourism
DICTstatistics StatisticTaskforce
Regularly, butannual dataevaluation
Baseline:DICTstatistics
Target:2016: +20% as compared toprevious year (depending onoverall growth of economy indestination)2017: +20% as compared topreviousyear
Luang Prabang Province Destination Management Plan: 2016 - 2018
46
CRITERIA INDICATOR HOWMEASURED? BYWHO? WHEN? BASELINEANDTARGETS2018: +20% as compared topreviousyear
Enterpriseperformance
Average occupancy rate incommercial accommodationper month and average fortheyear
Tourism businesssurvey
Statistics taskforce incharge of businessandexitsurvey
Annually, afterhighseason
Baseline:Firsttimedata
Target:2016: increase by 20% ascomparedtopreviousyear2017: increase by 15% ascomparedtopreviousyear2018: increase by 5% ascomparedtopreviousyear
Thenumberof…a.hotelsb.restaurantsc.touroperatorsthat have invested intohospitality/tour guidetraining during theassessmentperiod
Tourism businesssurvey
Statistics taskforce incharge of businessandexitsurvey
Annually, afterhighseason
Baseline:Firsttimedata
Target:2016:50%2017:50%2018:50%
PercentageoftourismSMEswho state an improvedbusinessperformance/revenue ascomparedtopreviousyear
Tourism businesssurvey
Statistics taskforce incharge of businessandexitsurvey
Annually, afterhighseason
Baseline:FirsttimedataTarget:2016:50%2017:60%2018:70%
Net growth (newlyregistered–closedbusinesses) in registeredtourismSMEsindestination
DICTstatistics StatisticTaskforce
Regularly, butannual dataevaluation
Baseline:DICTstatistics
Target:2016:+102017:+102018:+10
Employment Direct tourism employmentas percentage (%) of total
DICTstatistics StatisticTaskforce
Regularly, butannual data
Baseline:DICTstatistics
Luang Prabang Province Destination Management Plan: 2016 - 2018
47
CRITERIA INDICATOR HOWMEASURED? BYWHO? WHEN? BASELINEANDTARGETSemployment, sexdisaggregated
evaluation
Target:No targets, but more asmeasure of the importance ofthesectorandhowthischangesovertime
Number of directlyemployed people in thetourism sector (full timeequivalent = FTE), sexdisaggregated
DICTstatistics StatisticTaskforce
Regularly, butannual dataevaluation
Baseline:DICTstatistics
Target:No targets, but more asmeasure of the importance ofthesectorandhowthischangesovertimeTarget:No targets, but more asmeasure of the importance ofthesectorandhowthischangesovertime
SOCIALANDCULTURALIMPACTCommunityImpact
% of community memberswhoperceivetheimpactsoftourism on theircommunitiesaspositive
Communitysurvey
StatisticsTaskforce
Regularly, butannual dataevaluation
Baseline:DICTstatistics
Target:2016:+20%2017:+20%2018:+20%
Number of villages involvedintourism
DICTstatistics StatisticTaskforce
Regularly, butannual dataevaluation
Baseline:DICTstatistics
Target:2016:2newones2017:2newones2018:2newones
Number of registeredtourism SMEs owned bylocalresidents
DICTstatistics StatisticTaskforce
Regularly, butannual dataevaluation
Baseline:DICTstatistics
Target:2016:2newones
Luang Prabang Province Destination Management Plan: 2016 - 2018
48
CRITERIA INDICATOR HOWMEASURED? BYWHO? WHEN? BASELINEANDTARGETS2017:2newones2018:2newones
Number of initiativesspecifically aimed atreducing the negativeimpact of tourism on localcommunities (e.g. child safetourism training andcampaign)
Responsible tourismtaskforcesurvey
Responsible tourismtaskforce
Annually,during DMNCommitteeMeetings
Baseline:Firsttimedata
Target:2016:22017:22018:2
ProtectingandEnhancingCulturalHeritage,LocalIdentityandAssets
Percentageof listedculturalheritagesites(atnationalorprovincial level) with anoperational heritagemanagementplan
DICTstatistics StatisticTaskforce
Regularly, butannual dataevaluation
Baseline:DICTstatistics
Target:2016:50%2017:80%2018:100%
Percentage of SMEs whoactively source productslocally
Business survey,districtoffices
StatisticsTaskforce
Regularly, butannual dataevaluation
Baseline:Firsttimesurveydata
Target:2016:+20%2017:+20%2018:+20%
ENVIRONMENTALIMPACTSolid wastemanagement
Perceived improvement insolid waste managementinfrastructureandservices
Business and exitsurveys
Statisticstaskforce Annually Baseline:FirsttimesurveydataTarget:2016: 10% perceivedimprovement as compared tolastyear2017: 10% perceivedimprovement as compared tolastyear2018: 10% perceivedimprovement as compared tolastyear
Luang Prabang Province Destination Management Plan: 2016 - 2018
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CRITERIA INDICATOR HOWMEASURED? BYWHO? WHEN? BASELINEANDTARGETSNumber of specific policiesor initiatives to reduce, re-use and recycle solid wasteimplemented (e.g. plasticbag policies, new collectionservices, awarenesscampaigns)
Responsible tourismtaskforcesurvey
Responsible tourismtaskforce
Annually,during DMNCommitteeMeetings
Baseline:Firsttimesurveydata
Target:2016:12017:+12018:+2
Water andsanitation
Percentage of tourismtourism businesses andgeneral households withappropriate waste watermanagement practices(according to prevailingregulations)
Business survey;governmentstatistics
Responsible tourismtaskforce
Annually,during DMNCommitteeMeetings
Baseline:Firsttimesurveydata
Target:2016:+10%2017:+20%2018:+20%
Noiseprotection %of tourists of the opinionthat the destination takessufficient measures fornoiseprotection
Business and exitsurveys
Statisticstaskforce Annually Baseline:Firsttimesurveydata
Target:2016:50%2017:60%2018:70%
Energy savingmeasures
%oftourismSMEswhotakeactive measures to saveenergy
Businesssurvey Statisticstaskforce Annually Baseline:FirsttimesurveydataTarget:2016:30%2017:40%2018:50%
Protection ofnaturalassetsandbiodiversity
Number of initiativesspecifically aimed at theprotection of forests andbiodiversityimplemented
During DMNCommitteemeetings
Statistics taskforce incharge of businessandexitsurvey
Annually,during DMNCommitteeMeetings
Baseline:Firsttimesurveydata
Target:2016:22017:+22018:+2
Luang Prabang Province Destination Management Plan: 2016 - 2018
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CRITERIA INDICATOR HOWMEASURED? BYWHO? WHEN? BASELINEANDTARGETSNumber of approvedtourism investmentprojectsposing a threat to thenatural assets and thereputation of thedestination
During DMNCommitteemeetings
Statistics taskforce incharge of businessandexitsurvey
Annually,during DMNCommitteeMeetings
Baseline:Firsttimesurveydata
Target:2016:02017:02018:0
Table5:LuangPrabangDestinationManagementMeasurementPlan,November2015
Luang Prabang Destination Management Plan: 2016 - 2018
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DepartmentforInformation,CultureandTourism(2014)2014TourismSatisfactionSurvey(Part3)FinalReport.LuangPrabangProvince,November2015.DepartmentforInformation,CultureandTourism(2010)TourismdevelopmentandpromotionstrategyLuangPrabangprovince2011-2020.EuropeanUnion(2013)EuropeanTourismIndicatorSystemforSustainableDestinations.EuropeanCommission.Brussels,Belgium,February2013.
Gujadhur,T.&Rogers,P.(2008)Pro-poortourismandthevalueofheritageinLuangPrabang,LaoPDR.EditedbyLuger,K.,andK.Woehler,Worldheritageandtourismprotectingandusingfromasustainableperspective.Innsbruck,StudienVerlag.
Johnston,J.(2010)ATourismDevelopmentStrategyandActionPlanforPakBengDistrict2011-2015.PreparedbyADB-GMSSustainableTourismDevelopmentProjectinLaoPDR,LaoNationalTourismAuthority.September2010.KiernanK(2013).Thenatureconservation,geotourismandpovertyreductionnexusindevelopingcountries:AcasestudyfromtheLaoPDR.Geoheritage.(5)3:207–225.LaosNationalTourismAuthority(2004)NationalEcotourismStrategy(2005-2010)SummaryDocument.Accessedviatheinternetathttp://www.ecotourismlaos.com/directory/publications/lao_nta_ecotourism_strategy.pdfMinistryofInformation,Culture&Tourism(2015)2014TourismStatisticalReport.MinistryofTourism(2014)CambodiaTourismStatisticalReport2014.StatisticsandTourismInformationDepartment,December2014.Accessedviatheinternetathttp://www.nagacorp.com/eng/ir/tourism/tourism_statistics_201412.pdfMintel(2014)HolidayLifestyles:TravelandTourism-China.MintelReports,February2014.Sirisack,D.&Xayavong,S.etal.(2014)TheCharacteristicsandMotivationsofForeignTouristsWhoVisitLuangPrabangProvince,LaoPDR.InternationalJournalofBusinessandSocialScience.Vol5.No.9.Pp262-275,August2014.SithixayXayavong,S.(2014)TheCharacteristics,MotivationsandSatisfactionofThaiTouristsWhoVisitLuangPrabangProvince,LaoPDR.Accessedviatheinternetathttps://jcwalsh.wordpress.com/2014/01/01/the-characteristics-motivations-and-satisfaction-of-thai-tourists-who-visit-luang-prabang-province-lao-pdr/
Southiseng,N.(2006)EffectsofTourismLabourMarkets,LuangPrabang.PaperpresentedaspartofaDoctorofPhilosophyinManagementSchoolofManagementShinawatraUniversity.October2006,LaosPDR.
Stange,J.,Brown,D.&SolimarInternational(2012)TourismDestinationManagement:AchievingSustainableandCompetitiveResults.AnOnlineToolKitandResourceSeries3.USAID,Washington.
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Accessedontheinternetathttp://www.usaid.gov/sites/default/files/documents/2151/DMOworkbook_130318.pdf.Steiner,T(2014)DMO3inPractice–Fromstrategytogovernance.Chapter10,pp.223-230.TourismandLeisure,Pechlancer,H.&Smerol,E.SpringerFachmedien,Germany.Suntikul,W.(2011)LinkagesBetweenHeritagePolicy,TourismAndBusinessEnterprisesInLuangPrabang.InstituteforTourismStudies,Macao.PaperpresentedatICOMOConference,Paris,November2011.Thompson,T.(2014)TheFutureDMO.Travel2.0ConsultingGroup.Canada.Accessedviatheinternethttp://travel2dot0.com/destinationmarketing/the-future-dmo/onthe18thJanuary2014Thongmala,P.(2010).HeritageSiteasTouristAttractions:ACaseStudyofLuangPrabang,LaoPeople’sDemocraticRepublic.AthesissubmittedinpartialfulfillmentoftherequirementsfortheDegreeofMasterofTourismManagementatLincolnUniversity.Thongmala,P.,Wayakone,S.&Phimmavong,S.(2015)Tourists’AttitudestowardsTourismDevelopmentandHeritagePreservationintheWorldHeritageTownofLuangPrabang,LaoPDRInternationalJournalofBusinessandSocialScience.Vol6.No.8(1).Pp37to45.,August2015.UnitedNationsConferenceonTradeandDevelopment(2014)EnhancingBackwardLinkagesBetweenTourismandOtherSectorsofLaosPeople’sDemocraticRepublic.Reportpreparedaspartoftheprojecton“Enhancingsustainabletourism,cleanproductionandexportcapacityinLaoPeople’sDemocraticRepublic”.UnitedNationsPublication,Switzerland,November2014.UnitedNationsWorldTourismOrganisations(2011),TourismandPolicyPracticeforGlobalTourism.Barcelona,Spain.Accessedviatheinternetathttp://www.gwu.edu/~iits/Sustainable_Tourism_Online_Learning/Mullis/Policy_Practices_UNWTO_book_feb.pdf.Vilayphone,S.(2010)CurrentStateandDevelopmentofTourisminLuangPrabang.ScientificJournalofNationalUniversityofLaos,Volume4,December.Wild,L.&LaPierre,D.(2011)TourismDevelopment:AchievingSustainableandCompetitiveResults.VolunteersforEconomicGrowthAlliance(VEGA).Washington,UnitedStatesofAmerica.Accessedontheinternetathttp://www.counterpart.org/images/uploads/VEGA%20Tourism%20Development%2012%2015%2011.pdf.Otheronlineresources:http://www.tourismlaos.info/luangprabang/luangprabang.htmhttp://tourismluangprabang.orghttp://whc.unesco.org/en/list/479http://www.luangprabangairport.comhttp://hobomaps.comhttp://www.backpackdiary.com/south-east-asia/nong-khiaw-a-charming-village-only-4-hrs-from-luang-prabang
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8. AnnexAnnex1:DefinitionsTERM DEFINITIONDestination Adestinationcomprisesofoneormorespaces,towhichrelevantnumbersofvisitors
travelandwherevisitorsspendtheirtimeandmoney.AdestinationisdefinedbynumerousStrategicVisitorFlows(SVFs)andnotasoneterritorialareadefinedbypoliticaloradministrativeboundaries.FromtheTOURIST(demand)perspectiveadestinationisanareathatprovidesfacilities,servicesandamenuofattractionsandactivitieswhichallowsaholisticholidayexperienceforastayofacoupleofdaysormore.FromtheINDUSTRY(supply)perspectiveadestinationisalocalityofferingasetofproductsandexperiences,criticallyinfluencedbytheroleandattitudeofinterdependentserviceprovidersandtheirwillingnesstoco-ordinateandco-operate.Source:UniversityofSt.Gallen(2013)
DestinationManagement
Itisaprocessofleading,influencingandcoordinatingtheplanningandmanagementofalltheaspectsofadestinationthatcontributetoavisitor’sexperience,takingaccountoftheneedsofvisitors,localresidents,businessesandtheenvironment.Destinationmanagementincludestheplanning,developmentandmarketingofadestinationaswellashowitismanagedphysically,financially,operationallyandinotherways.Managingtourismdestinationsisanimportantpartofcontrollingtourism'ssocial,environmentalandeconomicimpacts.Destinationmanagementcanincludelanduseplanning,businesspermitsandzoningcontrols,environmentalandotherregulations,businessassociationinitiatives,andahostofothertechniquestoshapethedevelopmentanddailyoperationoftourism-relatedactivities.Noonedestinationisthesameasanother.Thechallengesandopportunitiesforgrowthwillbedifferentandthestakeholderspresent,theirwillingness,capabilityandskillwillvary.Assuchitisnotappropriatetosuggestthataonesizefitsallfordestinationmanagement.Source:AdaptedfromSolimarInternational(2012,)UNEP-DTIE-SustainableTourismProject(2013)
DestinationManagementPlan(DMP)
ADestinationManagementPlanisasharedstatementofintenttomanage,developandpromoteadestinationoverastatedperiodoftime.Itarticulatesboththerolesofthedifferentstakeholders,identifiesclearactionsthattheywillundertakeandtheresourcestheywillallocate.Source:AdaptedfromVisitEngland(2014)
St.GallenModelforDestinationManagement
TheSt.GallenModelforDestinationManagement®(SGDM)isamodelfordestinationplanninganddevelopment.Itprovidesamarket-demand-driven,realistic,andforward-lookingperspectiveonthedevelopmentoftouristdestinations.Themodelenablesdecision-makerstoidentifystrategicvisitorflows(SVF)basedonasix-stepprocedure.Since2013theUniversityofSt.Gallen,Switzerlandhavebeendevelopingthemodelbasedonpracticalexperienceinmorethan30destinationsandthelatestinsightsfromongoingresearchondestinationmanagementandmarketing.Source:UniversityofSt.Gallen(2013)
StrategicVisitorFlows(SVF)
Astrategicvisitorflow(SVF)isaunitofmeasurementthatmapsouthowvisitorsmoveto/fromorwithinadestination.Theyreflectthewaytouristsinteractwithadestination:theattractionsvisited,activitiespursuedandexperienceslived.SVFsconsistofspecifictravelersegmentswithsimilarmotivationsandthatpursuesimilaractivities.Theytendto
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belocalized(e.g.canbemapped),significantinnumbers,havetheirowndemand-supplymechanisms,exhibitindividualdynamicsandlifecycles,createbusinessopportunitiesandcanbeanalyzed,managedandcommercialized.SVFsareusedasthebasicunitofanalysisfordestinationmanagement.Source:DefinitionadaptedfromUniversityofSt.Gallen(2013)
DestinationManagementNetwork(DMN)
ADMNisaworkinggroupmadeupofmanytaskforcesfocusedonimprovingtheoverallmanagementandcompetitivenessofatourismdestination.Itsroleistomotivate,enable,facilitateandadviseacollectionofstrategicvisitorflowswithinandacrossdestinations.TheDMNisnotahierarchicalmanagementorganisation(e.g.CEOrun)butratheragroupthatisnetwork-basedthatcaninfluenceandhelpadestinationdevelop.ADMNiscomposedofrangeparticipants,notnecessarilyfromonedestination.Theycanincludegovernmentagencies,tourismpromotionauthorities,privatesectorassociationsandindividualfirms,tourismandhospitalitytrainingbodies,andNGOs(conservationorganizations,culturalheritagepromotiongroups).�InLaosPDRthereisaDMNatthenationallevelaswellasattheprovinciallevel.Source:DefinitionadaptedfromUniversityofSt.Gallen(2013)
Taskforce Ataskforceconsistsofagroupoflocalizedbusinessesandorganisations(privateandpublic)thataregroupedtogetherbasedonthewayvisitorsinteract/flowwithrelevanttourismattractionsandactivitiesinageographiclocation.Taskforcesarecomposedofparticipantsfromthroughoutthetourismvaluechain,includinggovernmentagencies,tourismpromotionauthorities,privatesectorassociationsandindividualfirms,tourismandhospitalitytrainingbodies,andNGOs(conservationorganizations,culturalheritagepromotiongroups).Theseparticipantscollaboratetoimprovethecompetitivenessofthedestination(visitorflow).Theremaybemanytaskforcesinyourprovincethatrelatetocommonareasacrossallflowse.g.marketing,statistics,infrastructuredevelopment,trainingetc.orareonlyapplicableforanindividualflowe.g.Chompetwalkingtour,ChineseCarCaravans,ExperientialFITsetc.Source:DefinitionadaptedfromUniversityofSt.Gallen(2013)
WhatisResponsibleORSustainableTourism?
“Creatingbetterplacesforpeopletoliveinandbetterplacesforpeopletovisit”MaximizingthePOSITIVEimpactsoftourismandminimizingtheNEGATIVEimpacts.- Ittakesintoconsiderationthecommunityensuringtheyhaveaccesstothetourism
industryandareactivelyinvolved.- Ittakesintoconsiderationthelocalenvironment–ensuringthatthelocal
environmentisnotdestroyedbytourism.- Anditstakesintoconsiderationtheeconomicbenefitsoftourism–ensuringthatthe
localcommunitygetsomeofthefinancialbenefitoftourism.- Andmostimportantlyitisabouthavingasustainablebusinessthatwillprovideyou
andyourfamilywithanimprovedlivelihoodforthefuture.ResponsibleTourismissometimescalledSustainableTourism.Source:TheCapeTownDeclarationforResponsibleTourismManagement(2002)
UniqueSellingProposition
Theonekeyreasonthataproductorserviceisdifferentfromandbetterthanthatofitscompetitors.Whatmakesyourdestinationstandoutfromthecrowd!
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Annex2:BackgroundToTheDestinationManagementPlanTravel and tourism continues to play an important role in the economic growth of destinationsthroughoutLaoPDR. Inan increasinglycompetitivenational, regionalandglobalmarketplacewheremore andmore tourism destinations are seeking to attract visitors and in an industry where travelplanning has becomemore complex (individualized and technologically focussed) and driven by thetourist,sustainabledestinationmanagementiskey.Managingtourismdestinationsisalsoanimportantpartofcontrollingtourism'ssocial,environmentaland economic impacts. Destinations that arewellmanaged aremore likely to generate `sustainable’and ‘inclusive’ growth in their local economy, and aremore likely tomaximise the benefits of thatgrowthinlongterm,withadditionalincomeandjobs.Thebest-manageddestinationsarealsolikelytoexcel in attracting new investment, in keeping value-added jobs, in bringing in new talent and instimulating innovation.Greatdestinationsaregreatplacesto liveandworkaswellgreatplacesastovisit.InLaoPDRtheconceptofdestinationmanagementisrelativelynewandthosedestinationswheretheconcept has been trialed (predominantly at a national level) using traditional approaches such asDestination Management Organisation (DMOs) have had limited success in being effective orsustainable.Somekeyreasonsforthisincludeapoortrackrecordofboththeprivateandpublicsectorworking together (lackof trust); anemphasison theownershipbeingby thegovernmentwhooftenlackthefinancialresourcesandcapacitytoimplementthebroadspectrumofrolesandresponsibilitiesputontoaDMO;apoorlydefinedvisionandobjectiveoftheDMO(committee)leadingtomismatchedexpectationsandanassumptionthatinternationalDMOmodelswillworkinLaoPDR.In most cases these working groups / committees have been initiated and funded by internationaldonor organisations. The donor provides both financial, technical and human resources oftenunintentionallyplayingtheroleoftheDMOthemselves.Thisleadstoanunsustainablemodelwherebyattheconclusionofthedonor-fundedproject(usually3to4years)theDMOfailstocontinue.ForafulllistoflessonslearnedinLaoPDRandotherdestinationssimilartoLaoPDRcanbeseeninAnnex1.Inordertomovedestinationmanagementforward inLaoPDR, it iscritical thatthose involved inthetourismindustrydonotcontinuetomakethesamemistakesthathavealreadybeenmade.Adoptingnew thinking and new approaches such as the St. Gallen Model for Destination Management areimportant.The St.GallenModel forDestinationManagement® (SGDM) is amodel for destination planning anddevelopment. It provides a market-driven, realistic, and forward-looking perspective on thedevelopmentoftouristdestinations.Itrecognizesthatnoonedestinationisthesame,thereisnoblueprintfordestinationmanagementanditavoidsdefiningdestinationmanagementbyadministrativeorphysical geographical boundaries (i.e. by provinces). The six-step procedure (Ref. Annex 2) focusesprimarilyonmapping thedestinationbasedon strategic tourist flows (SVFs) i.e. howdo current andpotentialvisitorsflowthroughthedestination.AkeypartoftheSGDMprocessisthedevelopmentofaDestinationManagementNetwork(DMN)andaDestinationManagementPlan(DMP).ADMN is aworking group focused on improving the overallmanagement and competitiveness of atourismdestination.Itsroleistomotivate,enable,facilitateandadviseacollectionofvisitorflowsand
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provincialtaskforces.TheDMNisnotahierarchicalmanagementorganisation(e.g.CEOrun)butratheragroupthatisnetwork-basedthatcaninfluenceandhelpadestinationdevelop.
ThisLuangPrabangProvinceDestinationManagementPlanhasbeendevelopedasaresultofaseriesofworkshops conductedwithawide rangeof tourism stakeholdersby Swisscontact29and fundedbytheAsiaDevelopmentBankinconjunctionwiththeMinistryofInformation,CultureandTourism.Thisplanisasharedstatementofintentofhowtoplan,promoteandcoordinateLuangPrabangProvinceasatourismdestinationoverathree-yearperiod30.TheDMPsetsouttheagreedvisionforLuangPrabangProvince’sprioritystrategicvisitorflows,opportunitiesandchallengesfaced,adestinationactionplanandamonitoringandevaluationplan for theperiod2016–2018. Itarticulatesboth therolesof thedifferent stakeholders, identifies clear actions that they will undertake and the resources they willallocate.TheDMPwillbereviewedonabi-annualbasisbytheDMNandrevisedonanannualbasis.
29www.swisscontact.org,LaosPDR30ForthisDMPthetimeframeisathree-yearperiodhoweveritcanbeforanyagreedtimeframe.
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Annex3:PurposeandUseoftheDestinationManagementPlansThe purpose of this Destination Management Plan (DMP) is to support the planning, coordination,marketingandoverallmanagementof LuangPrabangProvinceasa tourismdestinationovera threeyearperiod(2016–2018).ThisDMPwillsupportLuangPrabangProvince’stourismstakeholdersto:
1. Increase their understanding of tourists in the respective destination i.e. the way a touristinteracts(touristflows)withtheirdestinationandatouristsbehaviour
2. Increasetheirunderstandingofawiderangeofkeytourismstakeholdersandthewaysinwhichtheycanworktogethertopositivelyinfluenceandimprovespecifictourismflows
3. Prioritiseexisting strategicvisitor flows (SVFs) to focusonand identifyappropriate strategiesandactions
4. Identify new potential visitor flows that could be developed and identify the needs andpriorities.
5. Identifycapacityandresourcegapsanddefinewaystotacklethem6. Clarifyrolesandresponsibilitiesofkeystakeholderstoensureanactionorientatedapproachto
theimplementationoftheDMPUltimately,theDMPshallcontributeto:
ü Increasedvisitorspendingandvalueadditioninthedestinationü Reductionofeconomicleakagesawayfromthedestinationü Sustainable and responsible development of tourism in the destination, balancing economic,
socialandenvironmentalbenefitsü Moreinclusivegrowthofthetourismdestinationofferingdecentemploymentforexistingand
new entrants into the tourism industry, in particular the local communities within thedestination.
ThekeypartoftheDMPisanactionplanthatspecifieskeyvisitorflowstofocuson,outlinesactivities,actorsandtheirresponsibilities,andallocatesfinancialresources.Itistobeunderstoodasaflexible,lightandlivinginstrumentthatneedstobereviewedatleastonceannuallyincollaborationwiththeDestinationManagementNetworkboard.Itdoesnotstrivetobeanall-encompassinginstrumentincludingeverysingleactivityrelatedtotourism,butfocusesonstrategicprioritiesthatmakesensefromasustainableandinclusiveeconomicgrowthperspective.The DMP is not designed as a control instrument for the government, but as a tool to coordinateactivities inaflexiblemanner.Nostakeholdershouldeverbeforced intoapartnershiporactionthatrunsagainsthis/herbusinessprinciplesorthatseriouslyhampersthereputationandsustainabilityofthe destination as a responsible tourismdestination. In fact all partnerships and actions should onlyeverfocuson“creatingbetterplacesforpeopletoliveinandbetterplacesforpeopletovisit.”TimelinefortheelaborationandapplicationoftheDMP:
Ø Draftreadyby15thofDecember2015Ø FinalisedandnegotiatedplansbyMarch2016Ø ReviewmeetingofthePlanbyNovember2016Ø ReviewmeetingofthePlanbyNovember2017Ø Reviewmeetingoftheplanandfollow-upplanbyNovember2018
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Annex4:KeyLessonsLearned:TheChallengesofDestinationManagementKeylessonslearnedfromdestinationmanagementinLaoPDRandsimilardestinationsare:
ü Destinationmanagementmodelshavebeenthrustontosomedestinationswithoutrecognizingwherethedestinationisinitslifecycleandthecontextualrelevance.
ü MostDestinationManagementOrganisations(DMOs)orCommitteesarefundedbydonors.Donorprojecttimeframesareoften3to4years,whichinmanyyoungemergingdestinationsisnotlongenoughtodevelopsustainable,andeffectivedestinationmanagementstructures.
ü Manystakeholdersanddonorsbelievethatdestinationmanagementshouldbethemainresponsibilityofthegovernmentandfinancedbythegovernmentbecausethegovernmentdefinesthedestinationsterritorybyitsadministrativeborders.ThisleadstothedevelopmentofgovernmentdesignedandrunDMOswhoarebuiltonweakfoundations–insufficientfundingandinsufficientcapacity.
ü TourismDestinationsandDMOshavegenerallybeendefinedandboundbypoliticalandadministrativeborders.Theseborders,moreoftenthannot,donotreflectthewaytouristsinteractwithadestination.ActivitiesoftheDMObecomemorefocusedonwhatthestakeholders(private&public)thinktheyneedratherthanwhatthevisitoractuallyneedsandenhancingthevisitorsoverallexperienceinthedestination.
ü MostDMOsareprescribedtoomanyrolesandresponsibilitiestoosoon.Theytrytobeeverythingtoeveryoneandarefacedwithchronicmoneyandcapacityshortages.Insmalldestinationswhencommitteesaredevelopedmembersofthesetendtobeassociatedonlyforpowerandprestigeratherthanforthebetterofthedestination.Insomecasesthiscanleadto‘elitecapture’withcertainmembers/stakeholdersparticipatingfortheirownpersonalfinancialgainandnotinvolvingthe“other”keystakeholders.
ü Traditionalheavy,elaborateandtediousplanningprocesseshave,onaverage,yieldedmodest(ifany)results.Atbestmostoftheseprocesseshaveproducedlengthydocuments(marketingplans,destinationstrategies,brandstrategies)thathaveneverbeenimplementedbecausethereisnotthecapacity(financialorhuman)orwilltodoso.
ü Traditionaldestinationmanagementparticipatoryprocessesimplythateverybodyhastoagreeabouteverything.Involvingeveryoneinplanningexercisesandstrivingtoreachasinglecommongoal,visionandmasterplaninmostcasesdoesnotworkandisnotsustainable.Realizingthemotivationsandincentivesofeveryonearedifferentiskey.Moveawayfromcommonownership(theDMObelongstoeverybodyandserveseverybody)toeffectivetransactionsandrelationshipswithworkinggroups.
ü Poolingfundscentrally(e.g.viamembershipfeesortourismtaxes)reducestheaccountabilityoftheDMOresultinginpoorperformanceanddisgruntledmembers.Theaccountability,transparencyandsustainabilityofaDMOisimmeasurablyenhancedwhentheindividualservicesdeliveredbytheDMOarepaidforbyprivateandpublicsectororganisationsthatwillbenefitfromthese.i.e.Feesarecollectedonanactivity-by-activitybasisratherthanpoolingfundscentrally.ThisensurestheDMOisaccountableforeachactivitytheyarepaidtodoandensurestransparencyandbetterlong-termrelationshipsbetweentheDMOandtheircustomers.
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Annex5:TheSix-StepapproachtotheStGallenDestinationManagementModel
Source:UniversityofSt.Gallen,Switzerland.
Step#1
Step#2
Step#3Step#4
Step#5
Step#6
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Annex6:LuangPrabangProvinceTourismStatistics
Source:MinistryofInformation,Culture&Tourism,2014TourismStatisticalReport
Source:MinistryofInformation,Culture&Tourism,2014TourismStatisticalReport
Source:MinistryofInformation,Culture&Tourism,2014TourismStatisticalReport
-
2,000,000
4,000,000
6,000,000
2010 2011 2012 2013 2014TouristN
umbe
rs
YEARS
LuangPrabangProvince,LaosPDRTotalTouristArrivals
2010-2014
Growthof 77.4%from2010to2014
-
50,000
100,000
150,000
200,000
ASEAN NONASEAN EUROPE THEAMERICAS
AFRICA&ME
LuangPrabangProvinceVisitorArrivalsbyRegion
2011-2014
2,011
2,012
2,013
2,014
0
20000
40000
60000
TouristN
umbe
rs
LuangPrabangProvinceKeyInternationalSourceMarkets
2014
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Source:MinistryofInformation,Culture&Tourism,2014TourismStatisticalReport
VisitorNumberProjectionsforPakOuCavefollowinginvestmentinInfrastructurefromADB(2014-2025)
Source:AsiaDevelopmentBank(2013)InstitutionalAnalysisandArrangementsforO&MofProjectFacilities,GMSTourismInfrastructureforInclusiveGrowthProject(RRPLAO46293-003)
Domestic29%
International71%
LuangPrabangProvinceTouristArrivals:Domesticvs.International
2014
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Annex7:LuangPrabangProvince:ProposedDestinationManagementNetworkTaskforces
Note: Inordertosuccessfully implementtheabovetaskforcesandavoidmistakesmadepreviously inLao PDR with tourism working groups / taskforces it is recommended that the DMN considerimplementingafewkeytaskforceswithinthefirstyeartoensuretheirsuccess.Thenumberofactivitieseach taskforcecan implementwithin the firstyearwilldependon theskill levels, fundingavailabilityandtimecommitmentsoftheirproposedmembers.
LuangPrabangDes-na-onManagementNetworkBoard
TaskForce8:AsianGroupTaskforce
TaskForce9:ThaiMotorbikeCaravanTaskforce
TaskForce10:ChineseGroups
TaskForce11:ChineseCarCaravansTaskforce
TaskForce12:LuangPrabangExperien<alTaskforce
TaskForce1:Marke<ngandPromo<on
TaskForce2:HospitalitySkillstaskforce
TaskForce3:TourGuidetrainingtaskforce
TaskForce4:ResponsibleTourismtaskforce
TaskForce5:TourismSta<s<cstaskforce
TaskForce6:TourismPoliciestaskforce
TaskForce7:Infrastructure&TransportTaskforce
Proposedmembers:Thai&Koreanfocussedtravelagandhotel(4xThai,2xKorean)
Proposedmembers:DICT,2hotelswhohostcaravans,OfftheRoadLaos+1hotel&1TO
Proposedmembers:ChinesefocussedTO,hotel&restaurant(2each)
Proposedmembers:MekongLaosTravel,2hotelswhohostChinese,DICT
Proposedmembers:SatriHouse,OckPopTok,TravelIndoChina,AsianTrails,AmanTaka,TAEC,AFD
Proposedmembers:DICT,LPHRA,LPATA,GiZ,Laoairlines,LPViewGM
Proposedmembers:3LPHRA,Lanith,ARDA
Proposedmembers:DICT,3LPATAmembers,Lanith,UNESCO
Proposedmembers:FreetheBears,DICT,UNESCO,WhiteElephantAdventures,
Proposedmembers:DICT,LPHRA,LPATA,INGO(?),LPAirport/Dept.Immigra<on
Proposedmembers:DICT,3privatesectorrep.
Proposedmembers:DICT,publicworksandtrans.,Laoairlines,1privsec
DMNSecretariat
TaskForce13:MICETaskforce
TaskForce14:RiverCruiseTaskforce
Proposedmembers:LPViewhotel,TheGrand,Juliana,San<Resort,GMLPGolfClub
Proposedmembers:MekongCruises,Shompoo,LuangSay,NavaMekong
TaskForce15:NightMarketTaskforce
Proposedmembers:AsianTrails,TAEC,LPViewGM,DICT,UNESCO
TaskForce17:ChomphetTaskforce
Proposedmembers:Hobomaps,DICT,GreenDiscovery,FreetheBears
TaskForce16:Adventure&ExplorerTaskforce
Proposedmembers:TigerTrails,FreetheBears,OffRoadLaos&WhiteElephantAdventures
TaskForce18:NongKhiawTaskforce
Proposedmembers:GreenDiscovery,MandalaOuResort,LaosAdventures,DICT
TaskForce19:StudyTourTaskForce
Proposedmembers:BuffaloTours,TigerTrails,GreenDiscovery,FreetheBears
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Annex8:LuangPrabangProvince:FeedbackontheDMPActionPlan,2016§ Improveinformationforvisitorswithinputfromkeytourismstakeholderssuchasguidesand
tourcompaniesorconcessionaries.§ Improvecoordination,collaborationandabilitytoworktogetherwithpublicandtourism
businesssectors
Thaitouristflows…§ Providemorekeylanguagesonthetourismwebsite(Ex.TranslateintoThailanguage).§ Orientationsfortouristsaboutthevalue/reasonoftheticketpricefortemplesinLPBtown
relatedtoserviceimprovement.
ChineseGroups(byAir)§ DeveloptourismwebsiteinChineselanguage§ Responsibletourism:PrintDo’sandDon’ts inChineselanguage(educatetouriststounderstand
Laoculture).§ Capacitybuildingforservicestaff§ Stimulateinvestmentforhighstandard/highclassandlargerrestaurantsinLuangPrabangto
Chinesetourists/flows.ChineseCarCaravans
§ DeveloppublicparkingareaBackpackers
§ ResponsibleTourismEducation(useDo’sandDon’ts)§ Informationandpromotionalmaterials,includingDo’sandDon’tsshouldappropriatewiththe
touristmarkets/flows.Upmarket/HighEnd
§ Conducttrainingforlocaltourguides,tradersandTukTukdrivers…onbasicEnglish,basicinformationonfoodandstoriesofthesites.
SoftAdventureandExplorerAdventure§ Specializedguidetrainingforadventuretourismandalsoeco-tourism§ Communityawarenessprogramswhereadventuretourismtakesplace