On 7 July 2022, the Tourism Advisory Board (TAB) in collaboration with the Swiss Sustainable Tourism Programme (SSTP) organised a workshop "Vietnam Tourism Marketing & Branding - Recovery from COVID19- Transition to a New Travel Paradigm" for the tourism industry in Hanoi.
Kai Partale presented the marketing strategy and proposed actions to the audience representing various organisations including representatives from the Vietnam National Administration of Tourism (VNAT), TAB, Committee IV, Vietnam Tourism Development Fund (VTDF), Institute of Tourism Development Research, Ha Noi Tourism Department, Ha Noi Tourism Association, leading hotel and travel companies, Vietnam Airlines, Vietjet Air, educational institutions and the media.
The recommendations of the marketing strategy provide the framework for Vietnam to build a sustainable and inclusive tourism sector in the recovery phase of the COVID-19 pandemic. They were developed based on research through various channels, including market research data and interviews with local stakeholders. The recommendations are also based on the findings of an assessment of the Vietnamese tourism sector on the impact of COVID-19 conducted by TAB and SSTP.
They are intended to serve as a tool for the VTDF and VNAT in formulating their internal and external action plans. It is designed to appeal to both international visitors and Vietnamese citizens to inspire them about their culture, history, nature and offerings, and to harness local pride to create an environment that welcomes local, regional and international travellers.