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 Forum
Travel 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
Country
Overall
Regulatory
Business
Resources
Thailand
43
41
35
59
China
(PRC)
71
78
61
93
Vietnam
87
84
95
76
Cambodia
96
90
103
87
#1
Rankings
Switzerland
Singapore
United
States
Austria
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18
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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
Air Travel
Purchases
an overseas
package
holiday
Accommodation
Flight to
Destination
Transfer to
Accommodation
Visitor at
Leisure in
Destination
Associated
Services
EXAMPLE OF
TOURISM
INDUSTRY
SUPPLY CHAIN
Travel Agent
Tour Operator
online booking or
direct telephone
booking
assembles the
product
Airline and
Airport
Services
Airport
Transfer / Taxi
NTO, hotels,
restaurants, visitor
attractions, car hire,
tours, etc.28
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



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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 Today’s 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
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