Officials, experts and businesses in the tourism industry are quite optimistic about the tourism market in Vietnam in 2010 thanks not only to positive signs in the last two months but also to many promotional programs and the expected economic recovery.

However, last month the number of international arrivals to Vietnam reached more than 387,000, up 70.2% over October and 38.6% compared to the same period last year. And it is predicted that Vietnam will welcome roughly 400,000 foreign tourists in December. This means that the number of international tourists in 2009 dropped by just 10% compared to 2008 figure.

A tough year

In fact, Vietnam began taking action right at the beginning of the year to deal with the effects of the global economic crisis on tourism. The national flag carrier Vietnam Airlines joined forces with several travel firms to launch big promotion campaigns, offering travelers a 35-40% discount off tour fees.

Nevertheless, travel firms say that discount rates were not attractive enough to lure more travelers. For foreign tourists, discounts are not the most important factor when they decide to travel. They travel to the places that attract them, not to the places that offer lower tour costs.

The Vietnam National Administration of Tourism (VNAT) believes that the problem lies in the way tourism promotion campaigns are carried out.

Do Cam Tho from the Tourism Development Research Institute said that many localities in Vietnam organize cultural festivals, but none of them really have special features to attract tourists. Meanwhile, other countries also have festivals that were initially just local festivals, which do a good job of attracting travelers thanks to good marketing.

Good omen

According to Nguyen Van Tuan, director of VNAT, the recent strong increase in the number of international tourists to Vietnam is due to the recovery of the world economy and the efficacy of tourism promotion campaigns. Never before has the tourism sector put on road shows for tourism promotion as effectively as it has done recently.

No official announcement has been made, but Tuan offers two possible scenarios. If there is no change and the current situation is maintained, the tourism sector will attract 4.2-4.25 million international tourists in 2010, equivalent to 2008. However, with the strong economic recovery and more effective advertisements and promotion activities, the figure could hit 4.5 million or even go up by 15-20%.

“In the near future, we are going to launch three big promotions to boost tourism,” Tuan added. They are: a program to organize trans-national tours through the ASEAN member countries of Thailand, Singapore, Malaysia and Indonesia; a program to organize trans-national tours through Taipei, Kaohsiung and Taichung in Taiwan; and the largest-ever promotion in France.

Obviously, Tuan added, the successful operation of the domestic tourism market has helped the country maintain stable growth despite a decrease in the number of foreign tourists.

This year, the tourism sector will submit three major projects to the Government for approval: the Vietnam Tourism Development Strategy from 2010 to 2020 with a vision to 2030; a project for developing tourism on islands and in coastal areas; and a project to develop tourism in border areas next to Laos and Cambodia.

Furthermore, the Ministry of Culture, Sports and Tourism will approve a project to develop tourism in the Mekong Delta. In 2010, the Government will give priority to implementing and finalizing the next steps of these projects and conducting further research to adjust the tourism development strategy for 2010-2020.

Hopes for promotion programs

Top priority will be given to promotion campaigns both inside and outside the country. More investment will be poured into the campaigns, which will operate with a professional organization and capable staff.

Nguyen Quang Man, head ofVietravel’s communication department, said that he saw some signs for the recovery of the tourism market in 2010. Demand for domestic tourism will not decrease while foreign arrivals will see a small increase compared to this year as the economy recovers to some extent. The conditions for traveling abroad will continue to improve, partly as more direct and indirect flights from Vietnam’s big cities to tourism destinations around the world are introduced by various firms, bringing more choices with cheaper prices for tourists.

In particular, Man said that to prepare for these opportunities, Vietravel has begun building and developing a close network from tour booking and customer care to services and tour guides. He also predicted that two key events next year, the 1,000th anniversary of Thang Long-Hanoi and the National Tourism Year to be held in the capital city of Hanoi, are good “catalysts” for tourism that everyone can take advantage of.

Nguyen Thi Tuyet Mai from Fiditour said that a lot of tour operators are planning tours to mark the 1,000th anniversary of Thang Long-Hanoi and National Tourism Year 2010. For Fiditour in particular, during the 10 days of the anniversary celebration (Oct. 1-10, 2010), each day will have a different topic for visitors.

For the promotion programs to be effective, experts say that human resources play an essential role. “Foreign tourists visit Vietnam not only for relaxation and entertainment,” said Huynh Quoc Thang, rector of the Culture and Art College in HCM City. “They are also eager to study a new culture on each trip. So, tourism training for people [tour guides] plays an essential role.”

Pham Thu Nga, head of the Culture and Tourism Faculty of the Saigon University, and Ha Kim Vong, rector of the Khoi Viet Foreign Languages and Tourism School in HCM City, agreed that tourism training does not need to be conducted by those with high-level degrees. Lecturers should be experienced people who have worked in the hospitality sector for many years because trainees need practical skills and experience in communication.

With the positive forecast from experts and officials as well as good signs during the last months of this year, it is hoped that Vietnam’s tourism sector will welcome a breath of fresh wind next year after a tough year in 2009.

Saigon Times