Marketing Mekong Eco-Tourism to the World

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Marketing Mekong Eco-Tourism to the World
Lao Eco-Tourism Forum 2007 Vientiane, Lao
PDR July 26, 2007

• Peter Semone
• Senior Tourism Development Specialist

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Presentation Overview

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

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The Computer in 1980
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Today Choose Colors!
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Mobile Music in 1980
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Today 10,000 Songs in your Pocket
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The Mobile Phone in 1980
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Today Ultimate Fashion Accessory
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The Era of Global Brands
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The Era 24/7 Mass Media
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Advanced Information and Communication Technology
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Presentation Overview

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

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By 2020 Global Tourism Demand will DOUBLE
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Why the Travel Boom?

• The Emergence Leisure Lifestyles as the Norm
• Burgeoning Middle Class due to Globalization
• Improved Aviation and Land Access
• Greater Tourism Supply Opening of More
  Destinations

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World Economic ForumTravel and Tourism
Competitiveness Report

• Covers 124 economies
• Measures the factors and policies that make it
  attractive to develop the Travel and Tourism
  sector in different countries.
• Three (3) Primary Sub-Indexes
• T T Regulatory Framework
• T T Business Environment and Infrastructure
• T T Human, Cultural and Natural Resources
• Thirteen (13) Pillars
• Fifty-eight (58) Variable
• www.weforum.org

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GMS Standing in the Global Travel and Tourism
Competitive Overall Index
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And Obstacles do Exist
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Overcrowding of Tourism Destinations
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Presentation Overview

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

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?
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Product Identification
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Internal Promotion of a Green Supply Chain
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Triple Bottom Line
Source UNWTO
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Eco-Tourism Principles

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

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Marketing Approach Differs by Consumer Segments

• Pre-Baby Boomers (B4 1946)
• Baby Boomers (1946-1964)
• Generation X (1961-1981)
• Generation Y (Post Gen X)

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Marketing by Theme

• Carbon Neutral Holidays
• Indo China The Last Frontier
• Young and Energetic
• Experiential (Trip of a Lifetime)

Glass Breaks Memories of a trip will last
forever
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Branding Making Something of Nothing
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Partnership and Collaboration
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Presentation Overview

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

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In Todays Marketplace,Destination Marketing
Must Be
Targeted
Creative
Web-based
Lifestyle focused
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Adapt or Risk Extinction
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Thank You