Destination Management Strategy Đà Nẵng, Thừa Thiên Huế and Quảng Nam 3 July 2014 Programme No. DCI-ASIE/2010/21662 Content Executive Summary ................................................................................... 2 1. Background ...................................................................................... 5 1.1 Destination management ...................................................................................................... 5 1.2 Government mandate for regional destination management .............................................. 5 1.3 City and provincial tourism development strategy of Đà Nẵng ............................................. 7 1.4 Provincial tourism development strategy of Thừa Thiên–Huế .............................................. 7 1.5 Provincial tourism development strategy of Quảng Nam ..................................................... 7 1.6 Environmentally and Socially Responsible Tourism Capacity Development Programme ............................................................................................................................ 8 2. Recent tourism performance in the region ...................................................... 9 2.1 Analysis of tourism performance ........................................................................................... 9 2.2 Distribution of tourism in the region ................................................................................... 17 2.3 Main tourism products ........................................................................................................ 17 2.3.1 International visitors ............................................................................................... 17 2.3.2 Domestic visitors ..................................................................................................... 17 2.4 Product gaps ........................................................................................................................ 18 2.5 Product quality systems at present ..................................................................................... 22 2.6 Destination management at present ................................................................................... 22 2.7 Destination marketing at present ........................................................................................ 23 2.8 Human resource issues at present ....................................................................................... 24 2.8.1 Introduction ............................................................................................................ 24 2.8.2 Vocational skills ....................................................................................................... 25 2.8.3 Management skills .................................................................................................. 26 2.8.4 In‐house training in hotels ...................................................................................... 26 2.8.5 Other HR issues: ...................................................................................................... 27 2.8.6 Standards of training provision. .............................................................................. 27 2.8.7 Conclusion ............................................................................................................... 27 3. Strengths, weaknesses, opportunities and threats ............................................. 30 3.1 Strengths .............................................................................................................................. 30 3.2 Weaknesses to be addressed ............................................................................................... 31 3.3 Opportunities to be captured .............................................................................................. 33 3.4 Threats ................................................................................................................................. 36 4. Development Strategy to 2020 ................................................................ 37 Page ii 4.1 Overall strategic vision ......................................................................................................... 37 4.2 Development objectives ...................................................................................................... 38 4.3 Applying good governance .................................................................................................. 39 4.3.1 Provincial Destination Coordination Boards ........................................................... 40 4.3.2 Destination Steering Committees ........................................................................... 42 4.4 Foster competitive tourism businesses and sustainable markets ....................................... 45 4.5 Use tourism for socio‐economic development .................................................................... 45 4.6 Build awareness and understanding of sustainable tourism ............................................... 45 4.7 Develop a skilled tourism workforce with decent working conditions ............................... 45 4.8 Protect and sensitively promote natural and cultural heritage ........................................... 46 5. Product development action plans ............................................................. 47 5.1 Background .......................................................................................................................... 47 5.2 Culture and heritage action plan ......................................................................................... 47 5.2.1 World Heritage Sites ............................................................................................... 47 5.2.2 Linking festivals to accommodation booking systems ............................................ 47 5.2.3 Heritage Road .......................................................................................................... 48 5.3 Coastal tourism action plan ................................................................................................. 49 5.3.1 Improving beach management ............................................................................... 49 5.3.2 Sustainable seafood ................................................................................................ 49 5.3.3 Derelict sites ............................................................................................................ 49 5.3.4 Tackling erosion ...................................................................................................... 49 5.4 Nature tourism action plan .................................................................................................. 50 5.4.1 Strengthening management of National Parks, lagoons, nature reserves, Marine Parks and other protected areas. ............................................................... 50 5.4.2 Encouraging high value nature tourism experiences .............................................. 50 5.4.3 Mountain tourism ................................................................................................... 50 5.5 City breaks ............................................................................................................................ 51 5.6 Events strategy ..................................................................................................................... 51 5.6.1 City tours ................................................................................................................. 51 5.6.2 Night time destination planning ............................................................................. 51 5.6.3 Greening the cities .................................................................................................. 51 6. Service quality strategy to 2020 ................................................................ 53 6.1 Service quality objectives ..................................................................................................... 53 6.2 Enhancing service quality jointly in the region .................................................................... 53 6.2.1 ESRT support ........................................................................................................... 53 6.2.2 Short term training programmes ............................................................................ 54 6.2.3 Training in destination excellence .......................................................................... 54 6.2.4 Training in greening the industry ............................................................................ 54 6.2.5 International exchange programme ....................................................................... 54 6.2.6 In region exchange programme .............................................................................. 54 Page iii 6.2.7 Providing guidance to training institutes in the region so that the can become the best value in Vietnam ......................................................................... 55 7. Marketing strategy to 2020 .................................................................... 57 7.1 Marketing objectives ........................................................................................................... 57 7.2 Strategy ...............................................................................................................................