Yet another manual on the Mekong

An online media specialist will work with Mekong Tourism planners to create a manual for tour operators on how to sell tours to the six-country Mekong Region.

The manual was introduced at an open meeting between public and private tourism sector players, Monday, led by the Mekong Tourism Coordinating Office, Ministry of Tourism and Sports’ Department of Tourism and TravelDailyNews Asia-Pacific.

Most of the event focused on the commercial value of  a proposed project “How to sell the Mekong” travel manual.

Lead partner in the production of the manual, TravelDailyNews Asia-Pacific founder and managing editor, Theodore Koumelis, said media and social network were the key channels to get the sales message over.

The manual theme “How to Sell the Mekong-Six countries One River” is billed as an essential business tool for travel agents around the world to encourage them to focus more on Mekong tourism.

Tour operators will quickly learn that the Mekong Tourism office and its partner promote everything, but the Mekong River. The obvious trail following the river with side trips to nearby destinations is often lost in  reports and manuals that cover everything in the six member countries, but fail to give space to the single sellable factor the river itself.

Therefore, it came as no surprise that the presentation quickly followed the well worn path of previous manuals that have been noteworthy only for their lack of success in the past.

“We will promote Mekong travel products, thematic routes, sustainability, social responsible tourism and cultural identity,” Mr Kourmelis said.

The  project will  start by creating public awareness through the online TravelDailyNews Asia-Pacific “Destination Portrait.”

It will sell the Mekong Region – Six countries One River and with daily updates.

The features:

• Short profile and history of each destination and its strategy in tourism;

• How to access data on visa issues, distance, airports and airline;

• Unique selling points on attractions, nature, landmarks, and unique features;

• Marketing ideas on segmentation of tourism product and selling tips;

• What to avoid and unsuitable destination recommended;

• Types of accommodation or hotel including standard, classification system, architecture, number of beds per type of accommodation and others;

• MICE facilities in terms of type of venues and capabilities;

• How to get around on local transportation, fares, and transfer;

• Gastronomy on characteristics of local cuisine, traditional, ingredients, famous recipes, and local wines and spirit;

• Shopping on handicrafts, brands, and local products;

• Festivals and events on important cultural events, exhibitions and congresses;

• Seasonality and climate show high or low season or best and worse period to travel;

• Looking into the future of tourism development, future plans, and investment opportunities;

• Facts and figures such as top 10 markets for arrivals, overnights, revenue, and top 10 target markets;

• Promotional material through posters, brochures, and advertising videos;

• Who to contact on tourism authorities, organisations, associations and related sectors with contact names and emails;

 

In the second phase, the project will focus on a printed version to be distributed at B2B travel fairs and to a travel agents. It wil be reprinted once a year with the latest updates.

In the third phase, the project will focus on travel products and sample itineraries.

MTCO executive director, Mason Florence, said the manual will be a selling tool to help travel agents, tour operators as well as MICE organisers learn more about the tourism products of GMS.

But after all the descriptions those who attended might have asked “so where is the Mekong River?”

Mekong Cruise sales and marketing director, Duanratchada Chimphalee, suggested the manual should offer more inspiration  on top of the B2B facts to provide  B2C information that could  expand the customer base.

ASEAN Tourism Marketing Coordinator, Suvimol Thanasarakij, said the manual project is a good platform which once implemented it will benefit to ASEAN as well.

Asian Development Bank Social sector specialist Thailand Resident Mission, Steven Schipani, advised that secondary destinations should be presented in the project including how to connect to each destination.

But did  anyone conclude that the Mekong River is  being positioned as an after- thought?  It is often viewed as just a publicity anchor. This has resulted in efforts to create a trail  that have been bitsy and mainly irrelevant. The Mekong  Discovery Trail is an example in Cambodia. It is a trail disconnected to both the north and south section of the river.

What the Mekong Region needs is less talk and some very clear action on building a trail that follows the river, with airline flights into towns along the way to allow visitors to travel any section of the 5,000 km route.

Sourced: ttrweekly