Brand name – solution to tourism development

Brand name – solution to tourism development
        Building and developing a brand name for the Vietnamese tourism market is a key solution to help the sector reach this year’s target of welcoming 8 million foreign and 40 million domestic tourists, and earning 220 trillion VND (10.34 billion USD), domestic tourism managers have said.
According to Deputy General Director of the Vietnam National Administration of Tourism (VNAT) Nguyen Manh Cuong, attention should be paid to improving tourism infrastructure and developing the tourism workforce and brand name, in order to boost the growth of Vietnam's tourism market.
Although Vietnam possesses a large number of tourism and heritage sites recognised by UNESCO, levels of foreign tourists coming to Vietnam have only risen modestly in recent years, which was attributed to the nation's poor transport facilities, added Cuong.
As many as 80 percent of foreign travellers arrive in Vietnam by air, he noted, suggesting that the transport system should be upgraded to facilitate the growth of the sector.
He added that the country lacks skilful tourism managers and a motivated tourism workforce, and needs more officials mastering tourism promotion and management.
In building a brand name and unique tourism products, the sector should concentrate on raising the quality of services and tourism workers, and the effectiveness of its management, suggested the VNAT official.
Concurring with Cuong, Director of the Hanoi Tourist Corporation Luu Duc Ke said that professionalism is a determinant for creating his business' Hanoitourist trade name.
He also emphasised the importance of protecting brand names, calling for appropriate sanctions to handle breaches of protected tourism brand names.
In 2013, Vietnam received 7,572,352 international tourists, a 10.6 percent rise over 2012, bringing in 200 trillion VND (9.4 billion USD) for the state coffer.

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