The recently established Laos Tourism Marketing Board (LTMB) is on track with the implementation of a tourism strategy for Laos, which will forge a partnership between the public and private sectors.
LNTA Vice-Chairman Soukaseum Bodhisane, who also serves as the LTMB president, said, “With private sector participation, the LTMB will complement our marketing activities and strategic direction. We are now able to work very closely together and benefit from the expertise and knowledge of the private sector and other ministries.”
The strategy calls for Laos to focus on promotional activities in priority markets such as Europe (France, UK, Germany) and Asia Pacific (Japan, Korea, Australia) to increase tourist spending and length of stay.
The LTMB will also target nature and adventure lovers and action tourists from these and other markets, mainly through the Internet. To accomplish this, a new website with all products and services will be developed and various internet and social media campaigns have been suggested.
Public relations activities are also high on LTMB’s agenda. The board has selected a French firm to implement a pilot project to promote Laos in France. LTMB Director Alain Daout said, “PR activities will initially target the French market with the aim of becoming better known and promote the key attributes that attract tourist to the country. In a second phase these promotional activities will be extended to all target markets and thereby move Laos as a tourist destination to a new level”.
To fund the LTMB’s initiatives, a new system to collect fees from tourists will be implemented this year, and LNTA Minister, Chairman Somphong Mongkhonvilay will soon confirm the first year’s budget
Capping the LTMB’s debut is a professionally designed logo that reflects public-private sector cooperation, harmony, and clarity as well as a professional and strategic approach to destination marketing.