Vang Vieng – Stunning

Adventure

Thematic Interpretation Plan

Dr Paul Rogers Heritage Tourism Specialist for Lao National Tourism Administration-Asian Development Bank GMS Sustainable Tourism Development Project

August 2009

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Acronyms

ADB Asian Development Bank AYAD Australian Youth Ambassadors for Development Lao PDR Lao Peoples Democratic Republic LNTA Lao National Tourism Administration STDP Sustainable Tourism Development Project ToR Terms of Reference UNODC United Nations Office on Drugs and Crime VIDA Volunteers for International Development from Australia 4WD Four Wheel Drive

Acknowledgements

This report would not have been possible without the kind cooperation and assistance of a variety of people. First and foremost the author would like to thank Mr Panith Rashbouth of the LNTA for his hard work and assistance in organising interviews with government agencies while in VangVieng and for acting as a translator throughout these meetings. Thanks are also owed to the working group assembled to undertake the three key reports related to this assignment, namely Ms Sisamone Souphamit, Mr Vilakhone Maniphousay, Mr Panthasone Khamhue, Mr Khamphoumi Phimmevang, Mr Homheng Si Kaysone and Ms Hatsadee Khounsi. The author would also like to thank all those individuals and agencies interviewed throughout the assignment – especially LNTA staff and Mr Khongsy Udom, the District Governor, for their support and assistance to facilitate the mission and study. Thanks also go to Mr Steven Schipani for preparing an excellent reading and resource list – and for providing advice and direction for the study. Last but not least, thanks are owed to the Hansen Partnership team – Roz Hansen, Craig Zarny and Amelia O’Brien – for their great companionship and company throughout, and especially for the many great debates and discussions on tourism and town planning issues which contributed greatly to the final output of the report.

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Table of Contents

1 Background and Introduction 1

2 Methodology 3

3 Tourism Assets, Resources, Products and Market Audiences 3 3.1 Tourism Assets, Resources and Products 3 3.2 The Tourist Market and Key Audiences 11

4 Marketing Vision – Interpretation Aims and Objectives 15

5 Theme and Messages 17

6 Interpretation Products 18 6.1 Logo, Tag Line and Branding 18 6.2 Web-pages 19 6.3 Tourist Information Centre 19 6.4 Interpretative Panels 20 6.5 Town & Environs Map 22 6.6 Activity Pamphlets 22 6.7 Signage 23 6.8 Posters 25

7 Implementation Plan 26

Appendix 1 References and Supporting Literature Appendix 2 List of Persons Contacted Appendix 3 Hobo Maps – scan of VangVieng map Appendix 4 District Information and Culture Map of VangVieng Town

4 1. Background and Introduction

This report accompanies two other strategic planning documents, namely the Vang Vieng Town Master Plan and a strategy and action plan to increase tourist spending and length of stay in VangVieng1. The report is based on a tourism marketing vision that is set in context and explained in greater detail in the Staying Longer – Spending More report. All three reports have been prepared by the Lao National Tourism Administration – Asian Development Bank (LNTA-ADB) “Sustainable Tourism Development Project” (STDP).

The 2009-2014 STDP has been designed to strengthen sustainable tourism planning and management in the Lao PDR – its main goal is to “contribute towards the sustainable socioeconomic development of the Lao PDR focusing especially on poverty reduction.”

With a 20% average annual growth in international arrivals between 1990 and 2008, and an income of over US$275 million in 2008, Lao PDR’s tourism industry is one of two key pillars and drivers of the nation’s economy. In its project formulation, the STDPdocument acknowledges that sector growth is geographically concentrated in a small number of increasingly popular destinations. It also notes that the management of tourism growth per-se has become a key issue impeding sustainable tourism development. At sites where tourism is growing rapidly, the document acknowledges that:

Ø natural and cultural heritage assets are threatened by inappropriate tourism use; Ø quality standards and standards of hygiene, especially among small scale hospitality enterprises are low, making it difficult to attract higher spending tourists; Ø public sector management capacities to plan, develop, market and manage the sustainable development of the tourism sector are weak; Ø there is a lack of tourist information and support services; and, Ø the development of small and medium tourism enterprises is impeded by lack of clear laws and regulations and financial and technical support.

As the Staying Longer – Spending More report makes clear, each of these issues are wholly relevant and applicable to VangVieng. The purpose of this report is to set out interpretation themes, messages and actions to lessen negative impacts, increase positive impacts and, in so doing, make VangVieng a safer and more appealing destination to a wider audience of visitors. It is intended to contribute directly to the overall strategy to encourage tourists to stay longer and spend more.

1 The Terms of Reference for the three assignments can be obtained from LNTA ([email protected]) 1

What is Thematic Interpretation?

Thematic Interpretation is the practice of verbal and non-verbal communication, using illustrated and non-illustrated techniques to present complex subject matter in an interesting and engaging way.

One model of Thematic Interpretation is TORE™ = Thematic, Organized, Relevant, and Enjoyable.

“Successful interpretation provokes people to think. Their thinking creates meanings in their own minds. Themes can stay with us, even when we forget the smaller facts that support them. Strong themes stick in our minds, some of them forever”.

Themes, because they are whole ideas, are expressed in the same form as information already stored in our minds. So when we communicate a theme effectively we give visitors something they can readily relate, self-appropriate, and incorporate into their thinking.

Examples of a theme for VangVieng : Natural Adventures

“ Vang Vieng’s stunning natural landscape reminds us of our need to keep in touch with nature and live a healthy & active life”

Having a theme helps us prepare educational and promotional materials. It makes our job a lot easier because with a theme we are able to understand what to include and not include in a presentation to visitors. (Adapted from Ham, 2005)

2 2. Methodology

This report has been prepared with reference to a series of reports and publications listed in Appendix 1. Primary research and consultation began in Vientiane on 17th June 2009 with interviews and meetings with LNTA staff and the STDP consulting team. A half-day ‘briefing and introductory workshop’ was convened at the LNTA on 18th June, when members of the Hansen Consulting team and Lao government counterparts undertaking the VangVieng Town Master Plan met with the LNTA/STDP team for the first time. This was followed by a half-day introductory workshop in VangVieng on 19th June – and, between 19th June and 2nd July 2009, extensive primary research and consultation with local stakeholders from the public and private sectors, representatives from the VangVieng community and the tourists themselves in VangVieng.

Preliminary results and recommendations were presented to stakeholders at the district level on 2nd July and the centre level in Vientiane on 3rd July. Additional interviews with tour companies and other related agencies were completed in Vientiane between 3rd and 10th July, with one interview conducted in Bangkok with a regional tour operator on 13th July. A full list of agencies and individuals interviewed is provided in Appendix 3.

With reference to tourist interviews, two techniques were employed. A visitor survey was given to 100 tourists that in VangVieng on the 27th and 28th June. A further 40 formal semi-structured tourist interviews were carried out by the report’s author, sometimes involving small groups of tourists. A summary of these interviews – in terms of nationalities and purpose of visit – is referenced in this report.

3. Tourism Assets, Resources, Products and Markets

3.1 Tourism Assets, Resources and Products A mix of natural and cultural assets – as well as soft and hard adventure activities – define VangVieng as a tourism destination.

VangVieng Town VangVieng was first settled around 1353 as a staging post between Luang Prabang and Vientiane (a role which continues today). When the town was formed a well was dug to supply local households and travellers with water. From an interpretation perspective it is interesting to note that the well is still in position today, and is located on the corner of the town hall, opposite the Lao telecom radio mast and the Agricultural Promotion Bank.

The town was originally named Mouang Song after the body of the deceased King of PhaiNaam was seen floating down the river. It was re-named VangVieng in the 1890s during French colonial rule and two key buildings from this era remain, currently housing the Urban Development Administration and the Agricultural Promotion Bank2.

Significant expansion of the town and its infrastructure occurred during the 1964-73 Indochina War when the US built an Air Force base and runway, the latter of which

2 A handwritten account (in Laotian) of early Vang Vieng history was kindly provided by the Director of the District Information and Culture Office 3 continues to be a key feature of the town. US Air Force Buildings from this period are still standing in the compound of the District Administration Office.

The town is currently experiencing significant growth and expansion that is largely driven by tourism and an increasing volume of people and traffic stopping off en-route to Vientiane, Luang Prabang and Xieng Khoung. Additional assets and features that define the town are set out in the VangVang Town Master Plan.

Hills and Massifs VangVieng town is situated on the eastern side of the Nam Xong. Immediately to the east beyond Road 13 lies a series of forested rolling hills – many of which are defined by swidden agriculture. At present only limited tourism activity takes place in these hills, although potential exists to open the area for walking / trekking, visits to waterfalls (especially Keng Nui), motorbike tours (or circuits) and mountain-biking.

To the west of VangVieng multiple limestone karsts dominate the skyline in dramatic fashion. It is this stunning scene in particular – the impressive mountainous, forested karsts, surrounded by rice paddies and traditional stilt houses beyond a tranquil flowing river – that serves as a backdrop and foundation for VangVieng’s tourism growth and development. The peaks and cliffs of Pha Daeng, and the surrounding massifs of Pha Phouk, Pha Koy, Pha Them, Pha Lay and Pha Kongkhao are assets that provide a spectacular backdrop for meals and drinks in restaurants and bars. In addition, these same resources provide multiple opportunities for a variety of activities described below. Flora, fauna, ecosystem and geological information can be interpreted and explained to tourists.

Rivers Similar to the massifs, the Nam Xong provides an excellent setting for accommodation, restaurants and bars – as well as opportunities for tourism activities such as boat trips, tubing and kayaking. The smaller tributaries of the Nam Ka and Nam Koang are of lesser importance in this regard but nevertheless serve as important tourism resources. There is an opportunity to present tourists with factual informationon the river, from fish species, fishing practices to flood levels.

Caves Hidden among the limestone karsts are a series of caves, many of which are important shrines and points of worship but also function as tourism resources. The most noteworthy of these is Tham Chang, which has been made more accessible with concrete steps, pathways and coloured electrical lighting. In 2008 Tham Chang received some 16,524 international visitors. There are a reported total of 33 caves in close proximity to VangVieng, 20 of which are currently open to tourists; 17 of these have ticket systems in operation. 28 of the caves are located in the Hobo Map of VangVieng, which is attached in a rough scan format as Appendix 4 and more clearly illustrated at www.hobomaps.com/vvmain.htm. The map is sold for 25,000 Lao Kip3, which is deemed prohibitively expensive by many of the young tourists that visit VangVieng.

The Cultural Landscape

3 1 USD = approximately 8,500 Lao Kip in 2009 4 A number of meetings and interviews throughout the field mission, as well as written papers and reports, suggest VangVieng’s tourism is based on its natural rather than cultural assets and heritage. While this may be true, the cultural landscape of the fields and paddies that surround the limestone karsts, that are interspersed with villages and houses on stilts, that provide pathways to rivers, caves, rock-climbing crags and scenic vantage points – are an integral and critically important (reflective and thought- provoking) component of the tourism resource-base. Included in these assets are many small villages such as Ban Nathong, Ban Phonsung and Ban Phoudindeng – as well as the minor settlements between them. More could be done to explain cultural, village and agricultural life to tourists.

The sub-sections above assert that VangVieng’s natural heritage serves as its primary tourism asset – and that its cultural heritage is an important additional or secondary asset. Put another way, features and elements of both natural and cultural resources and assets should be interpreted and explained to tourists – not least to increase their understanding of, and respect for, the destination and its people. By way of contrast many interviews undertaken during the field mission suggest it is the notoriety of soft and hard adventure activities that draws tourists to VangVieng, rather than its natural or cultural heritage. Consistent with this view, the accompanying Staying Longer – Spending More report concludes that the best approach to encourage tourists to stay longer and spend more is to improve the quality, standing, safety and presentation of most of VangVieng’s soft and hard adventure and recreational activities. In other words, soft and hard adventure and recreational activities are tourism assets that, in addition to natural and cultural assets, require improved interpretation and explanation – improved interpretation in these three areas will result in tourists staying longer, spending more and visiting more often. The following sub-sections review the activities currently on offer and raise issues that need to be addressed in the interpretation plan.

Tubing Tubing has become a hallmark of VangVieng. It involves floating down the Nam Xong on inflated lorry-tyre inner-tubes. The VangVieng local community have organised themselves into a cooperative business association to sell tubing as an activity (see Plates 9-12 for images and terms of renting). Some 1,555 participating households are divided into 10 village units, with each village unit taking its turn on a ten-day rotation to rent inner-tubes to the tourists. After local taxes and operating costs are deducted, tubing reportedly delivers between Kip 50,000 and Kip 200,000 per month to each of the participating households.

While the cooperative system for renting tubes is perceived to be an excellent way of distributing benefits, a number of issues have emerged to undermine the effectiveness and efficiency of the system. These include:

- many tourists have stopped renting tubes, preferring instead to buy rubber rings or make the river journey without an inner tube; - the arguably high deposit system is breaking down with many tourists reporting tubes are unscrupulously taken from them during the river journey; - many tourists complain they are fined for taking tubes back after the 6pm deadline; and, - there is no explanation of the cooperative benefit sharing system to tourists which, if it were in place, might encourage fewer tourists to cheat the system.

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River swings and mayhem Born out of tubing as an activity, and encouraging ‘tubers’ to stop for food and drink and to jump into the river, there are currently 12-13 bars offering a mix of jumping points, swings, zip-wires and recently a concrete slide into the river. These entertainments are arguably the principle attraction for the fast growing budget-tubing market. Most activities are included free when tourists stop for drinks, alcohol, food and drugs along a 2km stretch of the Nam Xong.

As depicted in Plates 1-5 and many You Tube videos4 issues associated with these activities include:

- loud music disturbing nearby residents; - serious safety issues, which have resulted in deaths, serious and mild injuries5 - when hitting the water, it is common practice for people jumping and falling from swings to miss people floating underneath in tubes by a matter of centimetres; - obnoxious behaviour, including the writing of obscene slogans on torsos; - tourists becoming intoxicated on drink and drugs and incapable of looking after themselves in a water-based and potentially dangerous environment (which was experienced first hand during the field mission); - rubbish and litter problems; and, - walking around VangVieng town in bikinis and swim shorts while drunk and disorderly when the river-bars close.

Plate 1. Tubing signage

4 see for example http://www.youtube.com/watch?v=aUPaotVeyIA&feature=related and http://www.youtube.com/watch?v=6KSv8SxKeBM&feature=related which includes images of near accidents 5 According to police records, 4 people have died in tubing and river-mayhem activities in the last three years. An attempt was made to collect records of injuries from the Vang Vieng hospital, but no information was forthcoming. It was reported that many people head straight to Vientiane after serious cuts and other injuries. 6

Plate 2. Tubing distribution point

Plate 3. Tubing contract sheet Plate 4. Tubing on the Nam Xong

Plate 5. Tourists with rubber ring purchases

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Plate 6. The body paint trend Plate 7. Tourist falls from slide

Kayaking Some 13 registered companies (with a total of 174 boats) offer kayaking on the Nam Xong and nearby rivers. Trips vary in length from half a day to several days – and for beginners to advanced paddlers. While a small number of tourists recounted stories where they had minor safety concerns about the activity, there do not appear to be any especially worrying issues associated with kayaking as no serious accidents or injuries were reported.

Rafting Three tour companies have their own rafts and offer trips of varying duration (half to two days) on the Nam Xong. No management issues were reported in relation to this activity.

Caving The 17 caves with ticket systems in place are managed by investors or nearby communities who are responsible for site management. Several tourists interviewed reported visiting one or more caves. Many enjoyed the experience, but reported some disappointment or frustration at the lack of access, signage or information as to what they might expect from their visit. Most reported concerns related to slippery surfaces, poor lighting and not knowing where or how far to go once in the cave.

Trekking Only one tourist interviewed during the mission had been on an organised trek. Other tourists had been for short walks on the western-side of the Nam Xong. Some guest- house owners reported they took tourists on day walks or gave them a rough idea where they might go. In general, and following interviews with tour companies, it is concluded that tour companies offer good trekking products for tourists wishing to pay for an organised trek – but there is a lack of information and signage allowing tourists to enjoy self-guided walking tours close to VangVieng.

Mountain-Biking A good number of shops around VangVieng offer bicycles and mountain-bikes for rent and a small number of tour companies offer organised mountain-bike trips. As with trekking, tour company owners and employees felt more could be done to further establish mountain-biking as a tourist activity. Suggestions included extending the range of routes offered through organised tours and developing signage and information to allow for self-guided routes.

Motorbike renting

8 A good number of shops around VangVieng offer motorbikes of varying engine size for rent. A popular route is to ride bikes out to Tham Phoukham – some shops provide renters with a basic map of the town, or sell the “Hobo map.” A small number of interviewees noted that tourists with seemingly few motorbike skills are able to rent motorbikes, and some injure themselves in the process.

Rock-climbing There are two outlets – Green Discovery and Adam’s Climbing School – offering rock- climbing excursions to some 98 climbing routes on 8 crags around VangVieng. Many of these routes have been developed in the last few years by climbing enthusiasts from Australia and Europe, who have developed strong friendships with Green Discovery and Adam’s Climbing School staff. Interviews and written reports suggest the rock-climbing around VangVieng is of a better standard than in Krabi, which is a popular climbing destination in Thailand and enjoys considerable notoriety in the region. Interviews concluded more could be done to improve access to the crags and routes, train local guides and publicise climbing in the area.

In summary, Table 1 below lists the 9 different activities listed above and assesses each of them according to four criteria, namely:

Access – is the activity physically accessible and easy for tourists to get to? Information – is there sufficient information available to inform tourists where and how to engage in the activity? Safety – is the activity safe to enjoy, or do further guidelines, regulatory measures or safety measures need to be considered? Guiding – are local guides suitably trained, sufficiently competent and appropriately employed to develop and promote the activity?

Where the activity and criteria are sufficiently covered a “Y” is shown in the table. Where further or additional management oversight is required to enable more tourists to enjoy the activity, or to improve the safety, image and overall marketing of the product a “?” is inserted in the Table. It is important to note that this assessment is subjective – and opinions may vary as to the correctness of the judgement made. Judgements are based upon observations and careful consideration of detailed discussions with tour operators, tourists and other interviewees listed in Appendix 2. These judgements were confirmed and supported at the district and centre-level workshops on 2nd& 3rd July.

In summary, with the exception of kayaking and rafting, which appear to be well managed, it is proposed that interpretation mediums and materials be prepared to embrace each of the sub-headings above. In addition, and as proposed in the Staying Longer – Spending More report, it is recommended interpretation and explanation materials be prepared for Keng Nui waterfall to promote visitation to this new site, and Ban Phonsung to promote this village as a centre for handicrafts.

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Table 1 Tourist Products and Areas Where Management Support is Required Activity Access Information Safety Guiding

Tubing Y ? ? N/A

River swings ? ? ? & mayhem Y

Kayaking Y ? Y

Rafting Y Y Y Y

Caving ? ? ? ?

Trekking ? ? ? ?

Mountain-bike ? ? ? ? / cycling

Motor-bike ? ? ? N/A (renting)

Climbing ? ? Y Y

3.2 The Tourist Market and Key Audiences

The number of domestic and international arrivals to VangVieng between 2001 and 2008 is illustrated in Figure 16. Figure 2 illustrates the projected growth in domestic, international and overall tourist arrivals to VangVieng to 2020. Based upon growth rates in these sectors between 2001 and 2008, an average annual growth rate of 10.2% for the domestic market and 10.4% for the international market was used to elaborate growth trends7. A three-fold increase in the domestic and international markets is projected. This represents a huge increase and, should the trend prove to be accurate over the next 2-4 years, has substantial implications for VangVieng as a town and tourist destination8. Interpretation tools and approaches should play an important role in managing this growth.

6 The accuracy of these figures is discussed in the Staying Longer – Spending More report 7 Average annual growth was calculated by removing the single highest and lowest average growth figures, which illustrated unusual or extreme annual trends, adding the six remaining annual growth figures and dividing the total by six. 8 While the Staying Longer – Spending More report discusses the reliability and accuracy of the projection made in Figure 2, the underlying assumption that a significant growth in tourist arrivals will continue in the medium term is not questioned 10

Beyond the primary and secondary sources referenced in the appendices, there is limited data available to analyse the tourist market in terms of nationalities, types or purpose of visit. Based upon an assessment of information collected during the assignment, Table 2 sets out main tourist types and makes basic assumptions associated with these markets – and is followed by summary explanations of these different groups. These market groups represent key audiences for the interpretation mediums and materials.

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Table 2 The Tourist Market & Key Audiences Market VangVieng is Average Length of Average Spend per a... Stay day

Thai Transit point 1 night $30-50 Wider international: Budget-tubing Destination 3-4 nights $20 Backpacker – mid to flash Transit point 2-4 nights (plus) $20-60 FIT & Tour Group Transit point 1-3 nights $40-60 Domestic Destination 1-2 nights $10-20

Expatriate Destination 1-3 nights $30-60

According to interviews with tour operators, hotel and guest house owners, the Thai market is basically a transit market with tourists stopping in VangVieng for one night as part of small and large coach tours en-route from Thailand (via Vientiane) to Luang Prabang and back. Groups mostly stop for one night either on the way to Luang Prabang, or on their return.

The wider international market can be broken down into three sub-categories.

Budget-tubing, which centres upon a fast expanding market of approximately 18- 25 year olds who have heard about VangVieng from fellow travellers or through websites. In general terms these travellers are seeking: a low-budget experience; a short-stay in Laos; social interaction with like-minded travellers; a party atmosphere; staged adventure on the river; and, alcohol and drugs. Many of these tourist types that were interviewed are oblivious to, or uncaring about, the types of social, economic and environmental impact they are associated with. The majority are visiting Laos for the first time and have no interest or intention to visit other parts of the country – hence VangVieng is a destination point and reason for their travel to Laos. Significant numbers travel from the ‘party island’ scene in Thailand and are en-route to either Cambodia or Chang Mai. The average spend per day figure in Table 2 is based upon average responses to the formal questionnaire survey and responses to the formal structured interviews.

Backpacker – mid to flash9, typifies older and / or more experienced independent travellers seeking: more expensive accommodation and restaurants than budget travellers; a broader experience than just tubing, ‘river mayhem’ and partying; and, cross-cultural interaction with Lao people and its ethnic groups. The great majority of these types of tourists are in Laos for 2-3 weeks. They have read or heard about VangVieng from guidebooks, websites and fellow travellers – and view VangVieng as a transit and stop-over point en-route to Luang Prabang, Xieng Khouang or Vientiane. The majority of tourists in this group will typically stay for 2-4 nights, although some stay considerably longer to enjoy VangVieng’s natural resources and charm– or to work in the bars associated with the river

9 The expression flash-packer describes backpackers who can spend frugally but may also choose to stay in 3-5 star accommodation when it suits. They are generally experienced travellers who may carry mobile phones, expensive cameras and portable computers. 12 and party scene. The average daily spend figure is based upon responses to the formal structured interviews.

FIT and Tour Group, describes tourists who have come to VangVieng as part of a trip organised through a travel agent. For the purpose of this report, this market embraces: ‘walk-ins’ who have booked tours with a Lao tour operator; small groups that have booked a personalised tour with a Lao or foreign travel agent; and, tourists who have purchased an organised tour from a Lao or foreign travel agent. These groups typically stay in VangVieng for a single night while travelling between Luang Prabang, Xieng Khouang and / or Vientiane – or up to three nights if they have pre-purchased activities such as kayaking, trekking or mountain-biking. The average daily spend figure is based upon the formal structured interviews and activity tour prices offered by tour companies.

Domestic tourists are an important and rapidly expanding market for VangVieng. The category includes: people in transit between the major towns; a substantial weekend market with friends and families getting out of Vientiane for a few days; and, a smaller number of incentive and workshop groups on company / development agency business. For language barrier reasons, very few of this category were interviewed – but observations suggest a good number come to VangVieng to enjoy the river-based restaurants and to watch or participate in a variety of river activities. The average daily spend figure is based upon interviews with different stakeholders and assumptions made as regards accommodation fees and local restaurant prices. Where young children are part of family groups it is likely the average spend will fall as accommodation and meals are shared.

Very few Expatriate tourists were interviewed or observed during the field visit. However, interviews with expatriates in Vientiane and Luang Prabang, and accommodation providers in VangVieng confirm this sector is a significant market (particularly in terms of its potential spending power) especially during non-monsoon periods. Couples and families regularly visit VangVieng to get away from Vientiane for the weekend and to enjoy the scenery, riverside restaurants as well as soft and hard adventure activities. The average daily spend figure is based upon discussions with expatriates and personal experience of spending many weekends in VangVieng.

4. Marketing Vision & Interpretation Aims and Objectives

It is suggested the most logical starting points to increase length of stay and tourist spend in VangVieng are to focus upon: a) product development; and, b) differentiation between market segments to develop products and services targeted towards higher- spending tourists. The marketing vision aims to: Ø Brand and build the profile of VangVieng as an adventure tourism destination;

Ø Improve the quality and standard of tourism products and activities to: a) attract a greater diversity of tourists; and, b) encourage greater numbers of existing tourists to engage in a wider variety of activities (and therefore stay longer);

13 Ø Address safety and image issues related to the “river swings and mayhem” product and activities with a view to reducing the exceptionally high growth of this activity which many informed observers argue is “out of control”;

Ø Develop and promote products and services, especially restaurants, to appeal to a wider market range of tourists, specifically higher-spending tourists; and,

Ø Encourage domestic and expatriate markets to increase the frequency of their visits VangVieng.

Consistent with this vision, the aims of the thematic interpretation plan for VangVieng are to:

develop a range of interpretation products that increase tourist spending and participation in tourism activities in and around VangVieng; and,

build the capacity of public, private and village-level stakeholders to better manage, market and regulate tourism in and around VangVieng.

Objectives of the interpretation plan are to:

• promote poverty alleviation by increasing the income of local residents, especially women and communities living in satellite villages around VangVieng; • promote landscape conservation through development policies and practices in the area to the west of the Nam Xong embracing the lime stone karts PhaDaeng and surrounding communities; • diversify and improve the quality and standing of tourism products (activities) in and around VangVieng; • stimulate tourist interest in natural, cultural and historic attractions and assets in and around VangVieng • cultivate safe and responsible tourism practices and policies; • encourage tourists, especially those from the ‘budget-tubing’ segment, to act more responsibly and to demonstrate greater respect for Lao culture and customs; • improve tourism resource and service management standards and practices at the village and district levels; • improve safety and hygiene standards; • facilitate greater levels of entrepreneurial and private sector participation and investment in the tourism sector; • increase revenue by extending the average length of stay and frequency of visits of target markets – and encouraging these markets to spend more; and, • promote VangVieng as an internationally renowned adventure tourism destination.

Objectives of the interpretative materials are to:

• deliver simple messages explaining complex ideas in Lao, English and possibly other languages by combining photographs and illustrations to compliment text;

14 • encourage greater domestic, regional and international visitor participation in tourism activities in and around VangVieng; • satisfy the information needs of domestic, regional and international visitors; • connect visitors to the natural and cultural features of surrounding landscapes; • encourage tourists to interact respectfully with local stakeholders; and, • create a sense of pride and ownership among local stakeholders in regard to their heritage.

5. Theme and Messages The theme and main message for interpretation products is:

Minor messages: Vang Vieng – Stunning o Discover VangVieng’s impressive natural and cultural landscapes

o Get active, try new things, enjoy the thrill of soft and hard adventure activities

o It is a good idea and safe to walk, cycle or motor-bike around a choice of self- guided circuits Adventure– and to spend money on food and refreshments, or visit handicraft villages, while doing so

o Geological processes have shaped VangVieng’s contrasting landscapes over millions of years

o Protecting biodiversity is a shared responsibility for all generations

o Local farmers depend upon agricultural cycles and make use of the river in a variety of ways

o Tourists can support responsible tourism practices that minimise their impact on the environment and culture

o Connecting with other cultures respectfully can lead to enriching experiences

o Eating local organic produce is good for your health and the health of VangVieng’s environment

o Lao cuisine is varied and very tasty

o Buying local products, services food and refreshments enables local people, especially women and local farmers, to earn an income and improve their livelihoods

15 o Buddhist Temples (Vats) are the centre of the Lao community-focused culture

16 6. Interpretation Products

6.1 Logo, Tag Line and Branding

The theme aligns itself with the scenic Vang Vieng – Stunning Adventure splendour of VangVieng’s impressive landscapes and the thrill of engaging in soft and hard adventure activities.

While it cannot say everything about the town, its environs and people, it symbolises the spirit of destination and the experience of enjoying what the destination has to offer.

The tag line should be accompanied by a simple logo depicting VangVieng’s scenery – the design of which should either be created by a professional designer or the subject of a local competition involving school children and students10

Design considerations

o Speaks positively and truthfully to all market segments o Must be distinctive and distinguishable o Must be visually attractive, and reproduce well in various sizes and colours o Give the impression it is inspired by local art and scenery o The written style of the tag line gives the impression it has been written as if the writer is on the move, between activities

Specific purpose

o To create a position within the national, regional and wider international markets o To provide instant visual representation of VangVieng o To be distinctive from other logos

Logo colour palette

The logo’s background colour is the same green as used on the Ecotourism Laos website – illustrating an environmental theme and branding consistency. The lettering is gold, again illustrating consistency with Ecotourism Laos brand, and symbolising richness and quality.

Logo colours:

Background colour: Dark Green Lettering colour: Gold/Yellow (RGB 232,198,79)

10 Staging a local competition with school children and students will encourage discussion of tourism aims, objectives, impacts and management issues – and encourage local people to buy into the new theme 17 Logo font: Forte

6.2 Web-pages The design and publication of website pages will increase the distribution of information about VangVieng and related activities to a wider audience. The web-pages will be linked to the LNTA’s existing websites, with dedicated pages added to each site.

Examples of webpage addresses http://www.tourismlaos.gov.la/vangvieng.html http://www.ecotourismlaos.com/vangvieng.html

Design considerations o Include the logo o Simple and easy to use and read o Include downloadable promotional materials o Include do and don’ts and behaving responsibly messages specific to VangVieng (for example, dressing appropriately and drug awareness issues) o Allow for changes and updates to be made

Web-page content o Brief summary of VangVieng’s location, history and how to get there o Overview of VangVieng town and its environs o Under separate headings provide a) still images, b) short films and, c) written information on each of the activities listed in Section 3 above o Provide maps, sample itineraries and, where appropriate, circuit guides o Provide links to accommodation, restaurant and tour operator websites and back-links to the LNTA websites and web-pages o Sponsor logos and the Laos Simply Beautiful logo included on each web-page

Fonts for web-pages Arial/Verdana/Helvetica are the most common standard fonts on the World-Wide Web due to their easy readability. These fonts will be used on the webpage and in other

marketing and promotional material. Vang Vieng – Stunning Adventure

6.3 Tourist Information Centre It is recommended a Tourist Information Centre be opened in VangVieng town as soon as possible. The centre should be centrally located and provide visitors with the opportunity to collect a wide variety of information about tourism products, services and activities in and around VangVieng, as well as other tourist destinations in Laos, especially those in adjoining provinces. The centre should have a service desk where a tourism officer can answer questions and help with information needs.

18 Ideally the building housing the centre should be designed by an architect and reflect local building styles or housed in a historic building. One of the former US-built military/aid buildings, now unused, might make an interesting location for a Visitor Information Centre.

Specific purpose o To encourage wide participation in tourism-related activities in and around VangVieng in a stimulating, interesting and friendly environment. o To disseminate information to visitors on how to behave responsibility and respectfully while in VangVieng

Contents o Interpretative panels o Guidebooks o Brochures o Maps o Information counter and staff member o TV & DVD

6.4 Interpretative Panels A variety of interpretative panels should be designed and placed in the Tourist Information Centre as well as other strategic locations around the town, such as the bus- stop and starting point of the tubing and river swings and mayhem area.

Design considerations

o Include the logo at the top and Vang Vieng – Stunning Adventure other logos at the bottom o Include photographic images and illustrations of the panel’s subject matter o Include small maps where appropriate o Include information on responsible (and where appropriate respectful) behaviour o Include web-page addresses and sites with additional information

Specific purpose o To increase awareness of VangVieng’s natural, cultural and activity-based assets o To display in the Tourist Information Centre and other strategic locations o To encourage responsible and respectful tourist behaviour o To improve personal safety

Proposed subject matter 1. Introductory panel, outlining VangVieng’s history, heritage buildings and other assets 2. Introduction to VangVieng’s environs – depicting landforms and land-use to the east and west of the town 3. Introduction to the proposed conservation area embracing PhaDaeng to the west of the town – covering policies, working practices, flora and fauna

19 4. Agricultural cycle – what’s grown where and when, the organic food on your plate 5. River systems – management issues and forms of fishing, what’s caught, where, when and how 6. Each of the activities included in Table 1, Section 3 of this document, with special emphasis on rock-climbing and the walking/trekking, cycling/mountain-biking and motor-bike circuits 7. Community-based tourism – options and opportunities for home stays 8. Pro-poor tourism – how your spending reaches the poor families and households, and how to make a greater contribution 9. Do’s and Don’ts – behaving responsibility and respectfully in VangVieng (with extended sections covering appropriate dress around the town, drug issues, drinking sensibly when engaging in activities) 10. Lao handicrafts – outline of what’s produced, where and how 11. VangVieng’s temples and festivals – how to enjoy them 12. Transport options and linkages to Luang Prabang, Xieng Khouang and Vientiane – including promotional images and things to do in these locations 13. The bus-stop sign-board should include information on the location of restaurants, accommodation, the Tourist Information Centre, scenic vantage points – together with a “Welcome to VangVieng” overview of the town and it’s attractions. 14. The tubing entry point panel(s) should include safety information, behaving responsibly and where to go, what to do, in the case of accidents11.

Example of interpretative panels This illustration provides and example of the type of media that should be designed and installed as directional signage and as information panels in the Tourist Information Centre. The same style might be used for the bus-stop information board and tubing entry point. Outdoor panels will need to be more weather-proof.

11 It might also include information on wining merit and ‘good karma’ before setting off on a potentially dangerous or risky journey. This might explain the role of temples in Laos (for example, how boys from poorer families are often taken in as monks, the role of temples in rehabilitating alcoholics or drug addicts) – and how, to gain good karma and luck for a journey, local people make a visit to a temple or make a donation to support the temple. Hence the idea would be for tourists to make a small donation at a small shrine at the start of their river adventure – and in return a ‘good spirit’ would be watching over them during the river-mayhem activities. As well as raising modest funds for temples, raising these issues might encourage people to think twice before being too reckless on the river. To be successful the concept would need to be explained in the Tourist Information Centre, in guidebooks, web-pages, travel articles etc..

20

6.5 Town & Environs Map An A2 double-sided fold-away map, with the town on one side, and the town and environs on the other should be produced. The design might be similar to the Hobo- Map, or the map designed by the District Information and Culture Office. Ideally the map should be distributed free of charge, although a small cost recovery fee could be introduced.

Specific purpose o Locate and guide tourists to points of interest and tourist-related services around the town o Locate activities in the surrounding area, and encourage tourists to visit caves, handicraft village(s) and enjoy walking/trekking, cycling/mountain-bike and motor-bike routes

Design considerations

o The V Vang Vieng

logo included on both sides – Stunning Adventure o Other logos placed in bottom right corner at back of folded map o Include appropriate dress and drug-warning messages o Make good use of colours and photographs o Include key of symbols used o Include logos and adverts of selected sponsors

6.6 Activity Pamphlets A series of fold-away double-sided activity pamphlets providing information specific to key activities should be provided. One side of the pamphlet should contain information to introduce tourists to the activity – safety and access issues should be included along with any equipment needs and where to purchase useful items and related services. The other side of the pamphlet should include a self-guided map.

Specific purpose o Encourage tourists to try something different o Guide tourists around self-guided circuits and to key locations (to spend money)

Design considerations

21 o The logo included on both sides Vang Vieng – Stunning Adventure o Other logos placed in bottom right corner at back of folded pamphlet o Include appropriate dress and drug-warning messages o Include locations of home-stays, rest, food and refreshment stops and handicraft village(s) etc.12 o Make good use of colours and photographs o Include key of symbols used o Include logos and adverts of selected sponsors

6.7 Signage As indicated in Plates 8 – 17 existing signage is basic and in need of improvement. A variety of signs are needed to improve access, direct tourists to, provide distance information and locatesites and attractions (caves, waterfalls, vantage points, handicraft villages, activity circuits etc.). Larger on-site signs are required to provide specific information about the site, the services available and site maps as appropriate. The visitor experience can also be enhanced on circuits by providing signage with snippets of information related to, for example, flora and fauna, agricultural cycles, assets viewable from the locations etc..

Design considerations

o Include the logo Vang Vieng – Stunning Adventure o The design, size, style and content of signs should be coordinated and use internationally recognised symbols (for footpaths, walking, cycling, cycle-paths etc). o Where activity circuits come together, the location of signs and whether they are combined to create a larger all encompassing sign, should be carefully considered. o Signs should not be located in areas where surrounding foliage will grow and obscure or hide the sign. o Large on site signs and directional signs should be consistent with signage styles used elsewhere in Laos (see illustration below).

Illustration of directional signs

12 It would make sense to consult with local people to ensure maximum take-up of entrepreneurial activity 22 23

Plates 8 to17 Examples of Existing Signage Around VangVieng

24 6.8 Posters A series of professionally produced A2 and A1 posters should be designed and distributed to: a) depict VangVieng’s spectacular landscapes and scenery through changing seasons and hours of the day to illustrate an array of changing colours; b) promote soft and hard adventure-based activities (especially walking/trekking to vantage points, kayaking, rafting, rock-climbing, mountain-biking); and, c) explain appropriate dress codes and warn against drug-use13.

The first two types of posters (a & b above) should be distributed around and beyond VangVieng, in travel agencies, guest-houses, restaurants and bars – whereas the last type should be restricted to circulation in VangVieng only.

Specific purpose o To encourage new take-up and participation in activities o To create awareness of responsible tourism practices

Design considerations

o Include the logo Vang Vieng – Stunning Adventure o Include a short description of the specific location and activity, include a minor message if appropriate o Place the Laos: Simply Beautiful logo in the bottom right-hand corner

7. Implementation Plan

The implementation of the Thematic Interpretation Plan should be phased in through the lifetime of the STDP. An outline of the action plan to implement the Interpretation Plan is set out in the table below, it includes only work specific to the Thematic Interpretation Plan and not, for example, work with local stakeholders to encourage their buy-in and participation in providing food and refreshments or developing handicraft villages. These elements of the overall work-plan will be provided separately by the STDP.

Month / Activity Time Period October 2009 District and LNTA/STDP approve Thematic Interpretation Plan Nov 2009 – March - Research and information gathering 2010 - Community and wider stakeholder consultations and awareness raising - Site survey work, research and test walking, cycling & motor- bike self-guided circuits - Propose circuits

13 If minor and major injuries from ‘river-mayhem’ activities become a cause for concern, photographic images of the types of injuries sustained could be depicted in posters – with advice on avoidance techniques and practices 25 - Logo design - Identify possible locations for Tourist Information Centre April 2010 – Sept - Approve logo, self-guided circuit routes & location of Tourist 2010 Information Centre - Develop detailed signage work-plan and location of signs - Develop ToRs to: - design panels & write text - design web-page & write text - design map& write text - design activity maps& write text - design pamphlet& write text - design signage - design posters & write text Oct 2010 – March - Prepare architect drawings for / or renovate Tourist 2011 Information Centre - Consultants prepare interpretation products and mediums as set out above - Proof reading and corrections to interpretation products - Approve interpretation products - Develop ToR for construction of signage, signage boards and panels - Consultant(s) appointed to construct signage, signage boards and panels April 2011 – Sept - Print interpretation products 2011 - Launch web-pages - Continue preparation of Tourist Information Centre - Install signs for self-guided circuits - Install panels in Tourist Information Centre Oct 2011 – Mar 2012 - Official opening of Tourist Information Centre - Distribution of maps, pamphlets, posters etc... - Install all remaining signage, sign boards and panels April 2012 – Sept - Undertake survey to assess tourist and other stakeholder 2012 feedback of the Thematic Interpretation Products - Make adjustments as appropriate

26 Appendix 1 References and Supporting Literature

ADB. 2007. “Appendix 4: Detailed Subproject Descriptions & Market Analysis” in Sustainable Tourism Development Project, Project Document

Burke, A. &Vaisutis, J. 2007. “Lonely Planet Laos”

Chanthala. 2001. “Land Use Planning Along Namxong River”

Eshoo, P. 2009. “Survey Report: Yord HouayLem Trekking Circuit (VangVieng area)” LNTA-ADB, STDP

Ham, S.H. & Weiler, B. 2005. “Tasmania Thematic Interpretation Planning Manual” Tourism Tasmania

Harrison, D. 2009. “Assessment of Environmental Impacts of Tourism in the Lower Mekong Basin (C-0007): Regional Report to the Mekong River Commission” MRC, ODI

LNTA. 2006. “Lao PDR Tourism Strategy 2006-2010”

LNTA. 2009. “2008 Statistical Report on Tourism in Laos”

MacGillivary, R. & Williams, A. “Interpretation Plan: Mekong Discovery Trail Project, Kratie and Stung Treng Provinces, Northeast Cambodia – South-east Asia”

McIntosh, L.S. 2009. “Thematic Interpretation Plan: Savannakhet Historic Trail” LNTA-ADB, STDP

Nam Ngum River Basin Development Sector Project. 2009. “Nam Xong Sub-River Basin Profile” Dept. of Water Resources, WREA

Phiapalath, P. 2006. “Perceptions of Stakeholders for Sustainable Nature Based Tourism Business in VangVieng (draft)”

Rogers, P. 2004. “Lao National Ecotourism Strategy and Action Plan” LNTA-SNV

Sheridan, L. 2009. “Strategy and Action Plan to Encourage Tourists to Stay Longer and Spend More on the East West Economic Corridor, Savannakhet, Lao PDR” SNV Lao PDR

US Department of the Interior, National Parks Service. 1997. “The Visitor Experience and Resource Protection (VERP) Framework: a handbook for planners and managers”

27 Appendix 2 Agencies and Individuals Contacted(listed alphabetically by surname)

Bodhisane, Soukaseum. Vice Chairman, LNTA. Mobile 020 5540001 email [email protected]

Boonwaat, Leik. Representative, UNODC. Mobile 020 5616573 email [email protected]

Bounthanh. TCK Adveture Tours. Mobile 020 5339301 email [email protected]

Boyes, Natalie. Vice Consul, Australian Embassy. Tel 021 353800 email [email protected]

Chanlavong, Onsy. Deputy Director, Industrial and Trade Office, VangVieng.

Deuansawan, Inthy. Director, Green Discovery. Mobile 020 5521447 email [email protected]

Eshoo, Paul. Ecotourism Consultant, STDP-LNTA. Mobile 020 7732630 email [email protected]

Focken, Kirsten. Marketing Advisor, LNTA. Mobile 020 2465340 email [email protected]

Foley, Jo. Owner, Maylin Guest House, VangVieng. Mobile 020 5898038 email [email protected]

Grima, Melissa. Assistant Regional Manager, South-East Asia, GAP Adventures. Email [email protected]

Hussain. Manager, Villa Nam Song, VangVieng. Tel. 023 511637 email [email protected]

Inthamalath, Khamsay. Head, Tubing Association, VangVieng.

Keown, Michael. Barman, The Rising Sun Irish Bar, VangVieng

Kham, Hong. Manager, Namthip Tours. Mobile 020 5623536 email [email protected]

Khangnavong, Sitthasone. Manager, Green Discovery, VangVieng. Mobile 020 2243152

Phetsompou, Douangsi. Deputy Head, Tubing Association, VangVieng

Phone. Tour Guide, Green Discovery, VangVieng

Phoxay. Director, Xplore Asia, Lao Travel Company Ltd. Mobile 020 2525180 email [email protected]

Pike, Denley. Representative, AYAD, (& Director, Vientiane College) Vientiane. Mobile 0205610219 email [email protected] - for AYAD in Vientiane, contact Catherine Wood, Coordinator, AYAD. Email [email protected]

Manivong, Sounh. Director General, Planning and Cooperation, LNTA. Mobile 0205402425 Matnisay, Sengchan. Deputy Director, District Planning& Investment Office

28

Nielselt, Sangthong (Adam). Adam’s Climbing School. Mobile 020 5010832 email [email protected]

Niraketh, Manthallan. Chief, VangVieng Tourist Police Division. Mobile 020 2246581

Sikasone, Phouvieng. District Tourism Officer, VangVieng

Skinner, Tristan. Water Resource Planning Officer, WREA. Mobile 020 7959305 email [email protected]

Norasing, Khamla. Managing Director, Khamla Tours. Mobile 020 55109334

O’Donoghue, Gary. Manager, The Rising Sun Irish Bar, VangVieng. Mobile 020 7928266 email [email protected]

Oula, Thaviphet. Director, Planning and Cooperation, LNTA. Mobile 0205777947 email [email protected]

Phimphinith, Saly. Director General, Marketing & Promotion, LNTA. Mobile 020 2208741 email [email protected]

Rattanavong, Vang. Vice Chairman, LNTA. Mobile 020 2212535

Rosenberg, Eric. Tour Guide. Email [email protected]

Schipani, Steven. Team Leader, STDP-LNTA. Mobile 020 2337680 email [email protected]

Sengsoulin, Viengsakda. Deputy Director, VangVieng Restaurant Association.

Sisourath, Somphanh. Owner, The Elephant Crossing Hotel, VangVieng. Mobile 020 5602830 email [email protected]

Solangkoun, Thanongsi.VangVieng Organic Farm. Mobile 020 5909132 email [email protected]

Sonthani, Linkhone. Director. Mobile 020 5825942

Souvannaphong, Davone. Managing Director, Viengchampa Tours. Mobile 020 5599730 email [email protected]

Souvong, Bouathong. Chief Planning Officer VangVieng District, Planning & Investment Services Office, Vientiane Province. Mobile 020 5777170

Thavonsouk, Aluna. General Manager, Thavonsouk Resort. Mobile 020 7607111 email [email protected] - also interviewed AlomThavonsouk, Owner

Udom, Khongsy. District Governor, VangVieng

Warmington, Shane. Group Leader, Gap Adventures. Email [email protected]

Wetzel, Stefan. Consultant, UNODC. Mobile 020 7830771 email: [email protected]

29 Appendix 3 Hobo Maps – scan of VangVieng map

30

31 Appendix 4 District Information and Culture Map of VangVieng Town

32