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Oudomxay Province Tourism Destination Management Plan 2016 - 2018

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Oudomxay Province Destination Management Plan: 2016 - 2019 Oudomxay Oudomxay Province Tourism Destination Management Plan 2016 - 2018 Final 15th January 2016 Lao PDR Funded by: Prepared by: In conjunction with: MICT Oudomxay Province Destination Management Plan: 2016 - 2018 Table of Contents 1. ABBREVIATIONS .......................................................................................................................... 3 2. DESTINATION PROFILE ................................................................................................................ 5 3. VISION FOR THE DESTINATION, OPPORTUNITIES AND CHALLENGES ............................................ 9 3.1 VISION: ............................................................................................................................................ 9 3.2 SWOT ANALYSIS FOR OUDOMXAY PROVINCE .......................................................................................... 10 3.3 UNIQUE SELLING POINT & DESTINATION POSITIONING: ............................................................................. 12 4. MARKET-BASED ANALYSIS OF CURRENT VISITORS ...................................................................... 13 4.1 INTRODUCTION ................................................................................................................................... 13 4.2 ANALYSIS OF VISITOR FLOWS ................................................................................................................. 14 4. 3 PRIORITIZATION OF STRATEGIC VISITOR FLOWS ........................................................................................ 20 4.4 OVERALL CONCLUSION OF ANALYSIS ....................................................................................................... 21 5. DESTINATION ACTION PLAN ....................................................................................................... 23 6. MONITORING AND EVALUATION ............................................................................................... 33 6.1 WHY MONITORING & EVALUATION? ..................................................................................................... 33 6.2 THE RESULTS FRAMEWORK ................................................................................................................... 33 6.3 THE MEASUREMENT PLAN .................................................................................................................... 34 7. REFERENCES ............................................................................................................................... 46 8. ANNEX ....................................................................................................................................... 48 ANNEX 1: DEFINITIONS ............................................................................................................................... 48 ANNEX 2: BACKGROUND TO THE DESTINATION MANAGEMENT PLAN ................................................................ 50 ANNEX 3: PURPOSE AND USE OF THE DESTINATION MANAGEMENT PLANS ......................................................... 51 ANNEX 4: KEY LESSONS LEARNED: THE CHALLENGES OF DESTINATION MANAGEMENT .......................................... 53 ANNEX 5: THE SIX-STEP APPROACH TO THE ST GALLEN DESTINATION MANAGEMENT MODEL ................................ 54 ANNEX 6: OUDOMXAY PROVINCE TOURISM STATISTICS ................................................................................... 55 ANNEX 7: INVENTORY OF TOURIST ATTRACTIONS IN OUDOMXAY PROVINCE, 2014/15 ........................................ 59 ANNEX 8: POTENTIAL TOURISM ROUTES / FLOWS IN OUDOMXAY PROVINCE ....................................................... 60 ANNEX 9: OUDOMXAY PROVINCE: PROPOSED DESTINATION MANAGEMENT NETWORK TASKFORCES ...................... 61 ANNEX 10: OUDOMXAY PROVINCE: FEEDBACK ON DMP ACTION PLAN, 2016 .................................................... 62 2 Oudomxay Province Destination Management Plan: 2016 - 2019 1. Abbreviations ADB Asia Development Bank AEC ASEAN Economic Community AFD Agence Francaise de Developpement ASEAN Association South East Asian Nations BAF Business Assistance Facility BKK Bangkok CBT Community Based Tourism DEPT Department DEV Development DICT Department Information, Culture & Tourism DMC Destination Management Company DMN Destination Management Network DMO Destination Management Organisation EDC Enterprise & Development Consultants FIT Fully Independent Traveller GIS Geographic Information System GiZ Deutsche Gesellschaft für Internationale Zusammenarbeit GM General Manager GMS Greater Mekong Sub-region GOVT Government HR Human Resource HRTAA Hotel, Restaurant and travel Agent Association, Oudomxay IBA Important Bird Area ICBF Integrated Conservation of Biodiversity and Forests INGO International Non Governmental Organisation INTL International JICA Japan International Cooperation Agency KL Kuala Lumpur KOICA Korean International Cooperation Agency LANITH Laos National Institute of Tourism & Hospitality LP Luang Prabang LPG Luang Prabang M&E Monitoring & Evaluation MICE Meetings, Incentive, Conference & Exhibitions MICT Ministry of Information, Culture & Tourism MKT Market or Marketing MSME Micro Small & Medium Enterprises N/A Not Applicable NBCA Natural Biodiversity Conservation Area NGO Non Governmental Organisation NPA National Protected Area NZAID New Zealand International Development Agency ODX Oudomxay OPT Ock Pop Tok PAM Project Administrative Manual (ADB TIIG) Oudomxay Province Destination Management Plan: 2016 - 2018 PATA Pacific Asia Travel Association PDR People’s Democratic Republic PIU Project Implementation Unit PMC Handicraft Productivity & Marketing Centre, Oudomxay PRIV SEC Private Sector REF Refer or Reference SGDM St Gallen Destination Model SME Small Medium Enterprises TIIG Tourism Infrastructure for Inclusive Growth Project, ADB TO Tour Operator ToT Training of Trainers TRANS Transport USD United States Dollar VTE Vientiane WWF World Wildlife Fund WCS Wildlife Conservation Society 4 Oudomxay Province Destination Management Plan: 2016 - 2018 2. Destination Profile NOTE: Significant variance in figures provided by the Oudomxay DICT and the 2014 MICT Statistical report??? In 2014/15 the province received 220,817 tourists per year of which 56% are international and 44% are domestic. Source DICT Oudomxay OR In 2014/15 the province received 102,050 tourists of which 17% are international and 83% are domestic1. Source MICT DICT Oudomxay has records by country of residence. Total international = 123,567 (DICT) vs. 16,860 (MICT)??? Visitors to Oudomxai Province 14/15 (DICT 2015 figures) 1. Chinese = 56,982 2. French = 17,978 3. German = 8,032 4. Thailand = 5,262 5. UK = 5,165 - Oudomxai Province is located in the “Heart of Northern Laos” and is one of the most accessible of the far northern provinces, both by road and water based travel. - Its capital is Oudomxay, also known as Muang Xay. - The province borders China to the north, Phongsali Province to the northeast, Luang Prabang Province to the east and southeast, Xaignabouli Province to the south and southwest, Bokeo Province to the west, and Luang Namtha Province to the northwest. - It is one of the most the most important traffic junctions in northern Laos (the only road from Luang Prabang up north crosses Oudomxay). The capital is a thriving trading town between China and Laos. - In 2014/15 the province received 102,050 tourists of which 17% are international and 83% are domestic2. From 2013 to 2014 Oudomxay Provinces total visitors reduced by 70% from 172,731 to 102,050. WHY??? - Total international = 123,567 (DICT) vs. 16,860 (MICT)??? - Chinese tourists make up 46%3 of all international tourists in Oudomxay province. - There are three key tourism destinations / areas in Oudomxay Province. In order of popularity they are: 1) Muang Xay, 2) Pak Beng and 3) Muang La. - Almost all international visitors use Oudomxay as a transit destination. Either moving through from Thailand to Luang Prabang on a luxury river cruise or as a backpacker (spending 1 night in Pak Beng), or transiting through the capital Muang Xay on route to either Luang Prabang, Vang Vieng or Vietnam. - As a mountainous province covered in forest those tourists that stay more than 1 night come to experience the untouched nature and the rich cultural life of ethnic minorities (Lao Loun, Khmu and Hmong). - Pro-poor tourism development in Oudomxay has the potential to assist reduce the high poverty rates within the province i.e. in 2014 67%4 of the province continue to live in poverty. Most of 1 MICT, 2015 2 MICT, 2015 3 DICT Oudomxay, 2015 4 The Global Multidimensional Poverty Index (MPI), 2014 5 Oudomxay Province Destination Management Plan: 2016 - 2018 the population continues to practice subsistence agriculture with mountain rice being the main crop. Figure 1: Map of Oudomxay and Key Tourism Destinations. 6 Oudomxay Province Destination Management Plan: 2016 - 2018 LOCATION: OVERVIEW: Distances from key areas (km) and Main types of tourism and most Top seven most popular tourist attractions drive or flight time (Hours) popular activities (including environmental & cultural) By Air: • Chinese & Thai Groups 1. Waterfalls Nam Kat • Oudomxay to Vientiane: 50 (caravans & families by bus) 2. Singkham Buddha Cave & Temple mins (3 times per week) • Western Tour Groups (8 – (Muang La) 20 pax, ecotourism, cycling, 3. Khmu Ethnic village (Muang La) 5 By Road / Overland: trekking, ethnic groups)
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