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Mekong & Mountains Part II Mekong & Mountains Explore Life & Nature in Northwest Laos Thematic Interpretation Plan North-South Economic Corridor in Lao PDR Luang Namtha & Bokeo Provinces GMS-Sustainable Tourism Development Project in Lao PDR Lao National Tourism Administration August 2009 Claire McClintock Heritage Interpretation Specialist P.O. Box 25275, Wellington 6146, New Zealand [email protected] Lao PDR 020 748 9315/NZ 6427 3345 995 2 Table of Contents 1. Intoroduction ................................................................................................. 4 2. Key sites ....................................................................................................... 4 3. Target audiences .......................................................................................... 5 4. Interpretative theme – what’s our story? ....................................................... 5 4.1 Telling a Story ............................................................................................. 5 4.2 Interpretative Goals ................................................................................... 6 5. Design of proposed interpretation Materials – telling our story ................ 6 5.1 Interpretative Media .................................................................................... 6 5.2 Purpose and Content of Interpretative Media ............................................. 8 5.3 Signage Hierarchy ...................................................................................... 9 5.4 Proposed interpretation panels at each Site ............................................. 11 6. Summary Inventory of cultural, historic & natural assets ......................... 13 6.1 Cultural heritage & indigenous knowledge Bokeo & Luang Namtha ....... 13 6.2 Sites and attractions in Bokeo .................................................................. 15 6.3 Luang Namtha Province ........................................................................... 17 7. Monitoring & Evaluation ........................................................................... 19 8. Action Plan .............................................................................................. 19 3 1. INTRODUCTION This plan sets out how we can share the stories of the North-South Economic Corridor in Lao PDR in a way that engages visitors, helps them to understand and enjoy their visit more, and makes them want to explore the region for longer. There are a range of natural and cultural sites covered by this plan, with interpretation facilities at sites ranging from a single sign to purpose-built tourist information centers. In addition to onsite information, a variety of other interpretation and promotional material will be developed, each targeting a particular audience or need. An outline of the sites covered by the plan and brief audience and stakeholder outline is followed by a discussion of the theme that will guide all interpretation. The theme is the story we use to link the different sites into a coherent route for visitors. The ‘nuts and bolts’ of how we actually tell the story is described, followed by a description of the various sites along and around the route. Finally, systems for monitoring and evaluation, and action plans for implementing the project complete the report. 3. KEY SITES Sites and proposed interpretation facilities/media covered by this plan are those that will receive support from the GMS-Sustainable Tourism Development Project in Lao PDR (STDP). They include: 1. Boten Border checkpoint improvements Signage/posters/brochure stand 2. Luang Namtha Night Market Signage 3. Nam Dee village Brochure 4. Vieng Neua village Brochure 5. Nam Ha National Protected Area Visitor and interpretation centre 6. Nam Eng Cave Complex Signage 7. Vat Mahaphot Signage 8. Bor Kung Nature Park Restaurant, ethnic crafts display, walking-trail signage 9. Nam Pae Village Scenic Viewpoint Signage 10. Nam Kan NPA Visitors Centre Visitor and interpretation centre 11. Nam Chang village Brochure 12. Fort Carnot French Army Garrison Signage 13. Houay Xay border checkpoint improvement Signage/posters/brochure stand Figure 1. Location of STDP proposed intervention sites 4 4. TARGET AUDIENCES The number of tourists visiting Luang Namtha Province has risen from 4,732 in 1995 to over 197,202 in 2008. Bokeo has been keeping records since 2004, and in since then visitation has increased from 79,006 to 145,567 in 2008. There are two key audiences targeted in this plan. The first is tour groups, largely on tour buses, coming from Thailand and China. This group represents the majority of the tourists that come through the region, but most of these tourists do not presently stop at the sites proposed in this plan. It is possible that with improvements to facilities, they would stop at sites such as Ban Don Chai Market and Visitor Center, Bor Kung Nature area, Nam Ha Visitor Centre and Luang Namtha Town. This group is largely comprised of transit travelers that require a high standard of service and the capacity to handle large groups of 40 or more visitors at any stop. The second target audience is independent tourists and backpackers, mostly from Europe and North America, but with an increasing number of Asians, that make up about 30% of visitors to the region. While this group is smaller in number, it is the key target market for many of the sites identified. These travelers stay for a few days in the region, are interested in cultural and eco-trekking and don’t like to spend too much money each day. They do stay for longer, which means that overall they spend more than transit visitors. This group also tends to support small to medium-sized Lao owned businesses and have a commitment to supporting community based tourism. No market research has been done on the domestic market. Anecdotal evidence suggests that domestic tourism is confined to major festivals and visiting friends and relatives. 4. INTERPRETATIVE THEME – WHAT’S OUR STORY? 4.1 Telling a Story A good theme gives people a storyline that they can attach information or relate ideas to. This means that as they travel along the route, they will build on and ponder some key ideas, which is easier and more interesting than collecting a series of facts. It also informs the brand, and gives people promoting the route a framework that they can use to provide further information and develop their own talking points. Proposed NSEC Theme Mekong & Mountains Explore Life & Nature in Northwest Laos Travelers and traders have followed the ancient trade routes that criss-cross mountainous north-western Laos for centuries. A network of caravan trails linked Thailand, Burma, Laos and Southern China where tea, horses, ivory, porcelain, silks, gems and forest products were traded. Today you can safely explore these ancient routes and take in the beautiful scenery that stretches from the Mekong River Valley in Bokeo to the Lao-Chinese border in Luang Namtha. Travel through thickly forested mountains and ethnic villages to discover the living traditions, fine handicrafts and distinctive cuisine of the region. One sentence 5 Travel windy ancient trade routes from the Mekong through forested mountains and discover unique cultures and breathtaking scenery in Bokeo and Luang Namtha. 4.2 Interpretative Goals The goals of interpretation along the NSEC are to: • diversify tourism products along the NSEC • attract more visitors and expand community based tourism along the NSEC • increase revenue from tourism by encouraging tourists to stay longer • increase visitor awareness, understanding and enjoyment of each site by providing them with the information that will help them engage the site • to provoke visitor interest and encourage them to explore the area further and visit other sites along the NSEC • preserve and protect the environment and cultural heritage • encourage visitors to practice responsible tourism and support ecotourism • reinforce branding, support guiding at sites, and provide a good basis for educational programmes • link to other sustainable tourism initiatives and mobilize resources • help visitors and local people avoid hazards 5. DESIGN OF PROPOSED INTERPRETATION MATERIALS – TELLING OUR STORY For many visitors to this NSEC, Lao or English will not be their first language, and they may not be familiar with Lao history, culture or its environment. Visitors will probably not stop at every attraction along the route, and research shows that signs with text are not read in full by visitors. To address these issues, the following guidelines are suggested when producing interpretative media for the NSEC: • text is simple, clear and uses non-technical terms and non-colloquial language to engage the widest possible audiences • keep text panels short (maximum 300 words for a 0.85 x 1.75m panel) • panels should work as stand-alone displays but also harmonized with other panels that tell parts of a wider story • images (maps, photographs, archival images) will be used when possible to stimulate visual interest and illustrate context • panels should complement non-textual interpretation (e.g. objects or sites) • where appropriate, text, or video, should use personal stories for emotional engagement • panels should complement any other interpretation provided at the site (e.g. guided tours) 5.1 Interpretative Media Interpretative media will take a range of forms to provide various levels of detail to visitors. Suggested media to support interpretation on the NSEC includes: 1. Route brochure 2. Site
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