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 2 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. 3 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.