Tm tt Tng th Chin lc Marketing Du lch Vit Nam & K hoch Hnh ng: 2013 - 2020 Trang1

XUT CHIN LC MARKETING DU LCH VIT NAM N NM 2020 & K HOCH HNH NG: 2013-2015

Bn Tm tt Tng th

D n Chng trnh Pht trin Nng lc Du lch c Trch nhim

vi Mi trng v X hi do EU ti tr

Tm tt Tng th Chin lc Marketing Du lch Vit Nam & K hoch Hnh ng: 2013 - 2020 Trang1

Chng trnh Pht trin Nng lc Du lch c Trch nhim vi Mi trng v X hi 2013

n phm c xut bn vi s h tr ca Chng trnh Pht trin Nng lc Du lch c Trch nhim vi Mi trng v X hi (D n EU) do Lin minh Chu u ti tr.

Ni dung trong n phm hon ton thuc trch nhim ca D n EU v khng phn nh quan im ca Lin minh Chu u di bt c hnh thc no. Lin minh Chu u v D n EU khng m bo mc chnh xc ca cc s liu c trong n phm ny, v s khng chu trch nhim i vi bt c hu qu no t vic s dng cc s liu .

Nhng dn chng tham chiu trong ti liu ny cho mt lnh th hoc khu vc a l c th, hay thng qua cm t t nc, u khng th hin quan im ca D n EU v Lin minh Chu u v th ch hay tnh trng php l ca lnh th hay khu vc a l .

D n EU v Lin minh Chu u ch khuyn khch vic in hoc sao chp n phm ny v mc ch c nhn v phi thng mi, sau khi c thng bo y vi D n EU v Lin minh Chu u. Nghim cm ngi s dng bn, phn pht, hoc c bt c hnh ng no xut pht t mc ch thng mi m khng c s ng bng vn bn r rng ca D n EU v Lin minh Chu u.

Chng trnh Pht trin Nng lc Du lch c Trch nhim vi Mi trng v X hi 39A Ng Quyn, H Ni, Vit Nam T (84 4) 3734 9357 Fax: (84 4) 3734 9359 www.esrt.vn

Tm tt Tng th Chin lc Marketing Du lch Vit Nam & K hoch Hnh ng: 2013 - 2020 Trang1

Mc lc

GII THIU ............................................................................................................... 2

TNG QUAN TH TRNG DU LCH ..................................................................... 5

Trin vng ton cu ___________________________________________________________ 5

Trin vng ca khu vc _______________________________________________________ 5

Trin vng trong nc ________________________________________________________ 6

Phn tch SWOT ...................................................................................................... 9

CHIN LC MARKETING ................................................................................... 11

DU LCH VIT NAM N 2020 .............................................................................. 11

Cc mc tiu ________________________________________________________________ 11

nh v & xy dng thng hiu ______________________________________________ 12

Kt ni th trng & sn phm ________________________________________________ 14

Cc hot ng xy dng thng hiu _________________________________________ 16

Cng tc trin khai qun l sn phm _________________________________________ 17

Hon thnh cc mc tiu du lch Vit Nam _____________________________________ 19

Xc tin hn hp ____________________________________________________________ 23

CC NGUN LC THC HIN............................................................................. 26

CHIN LC ......................................................................................................... 26

Ngun nhn lc _____________________________________________________________ 26

Ngun lc ti chnh __________________________________________________________ 26

K HOCH HNH NG ...................................................................................... 28

Giai on 1: 2013 2015 _____________________________________________________ 28

Giai on 2: 2016 2020 _____________________________________________________ 33

Tm tt Tng th Chin lc Marketing Du lch Vit Nam & K hoch Hnh ng: 2013 - 2020 Trang2

GII THIU

Xut x

Qu trnh pht trin

Nm 2012, Tng cc Du lch cng vi Chng trnh Pht trin Nng lc Du lch c Trch nhim vi Mi trng v X hi (ESRT) do EU ti tr bt u tin trnh xy dng marketing du lch m kt qu l xy dng k hoch marketing chin lc thc t theo nh hng hnh ng. K hoch ny xc nh phng hng, cc u tin v chi tit cho cc hot ng marketing du lch Vit Nam t trung n di hn.

Chin lc marketing du lch v Tm tt tng th k hoch hnh ng a ra nhn nhn ton din v s pht trin ca ngnh Du lch v thng nht r rng cc mc ch, mc tiu v xut mt s vn bn then cht:

Chin lc Pht trin Du lch Vit Nam n nm 2020, Tm nhn n nm 2030 ca Chnh ph Vit Nam

Chin lc marketing du lch Vit Nam n nm 2020 ( c xut) ca D n EU

K hoch Hnh ng Chin lc Marketing Du lch Vit Nam giai on 2013-2015 do D n EU xut

Bo co k thut Xy dng Thng hiu im n Vit Nam ca D n EU

Qu trnh xy dng bao gm hng lot hi tho vi cc i tc t chc 3 min Bc, Trung, Nam v nh cao l trnh by Chin lc ti Hi ngh Quc gia v Marketing Du lch ti H Ni. Chin lc marketing du lch v K hoch Hnh ng cng tip thu cc kin ca T Cng tc Marketing Du lch thuc Hi ng T vn Du lch cho Tng cc Du lch.

Chng trnh Pht trin Nng lc Du lch c Trch nhim vi Mi trng v X hi

Chng trnh Pht trin Nng lc Du lch c Trch nhim vi Mi trng v X hi (ESRT) do EU ti tr nhm mc ch xy dng nng lc cho cc i tc trong ngnh Du lch Vit Nam t c y cc li ch kinh t-x hi ng k t ngnh Du lch trong khi vn bo v c cc ngun lc t nhin v vn ha m ngnh ph thuc. D n hot ng trong ba lnh vc: h tr chnh sch v tng cng th ch, nng lc cnh tranh ca sn phm v i thoi cng t, gio dc v o to ngh.

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(ESRT)

Nhng li ch du lch mang li

Vit Nam hin ang s hu mt s ngun ti nguyn thin nhin v thng cnh ht sc c o, vi h thng di sn vn ha c gi tr cao, truyn thng lu i,nhiu tp qun mang m bn sc vn ha v con ngi ht sc thn thin.

Khng cn nghi ng g, vi nn tng vng chc ny, Du lch hin ang ng mt vai tr quan trng trong nn kinh t Vit Nam, ng gp 5,8% vo tng sn phm quc ni (GDP), to gn na triu vic lm (chim 2,4% tng s lao ng trong nc) v hn 50% ca tng xut khu ngnh dch v.

Theo UNWTO, trong vng 10 nm tr li y, lt khch du lch quc t n Vit Nam hng nm tng trung bnh 8,9%, v mc tng i vi lt khch ni a thm ch cn cao hn l 10,2%.

Tuy nhin vn cn nhiu thch thc

Tuy nhin, s lng khch du lch quc t n Vit Nam qu ln cho thy vic tng trng v pht trin du lch nm ngoi tm kim sot, gy nhng nh hng bt li n mi trng v cng ng a phng.

Chnh ph Vit Nam tha nhn nhng thch thc v nguy c ny ang cng tn ti song song vi cc c hi tim nng, v vi s h tr ca Chng trnh Pht trin Nng lc Du lch c Trch nhim vi Mi trng v X hi (ESRT), xut Chin lc Marketing Du lch Vit Nam n nm 2020 v K hoch Hnh ng 2013 2015 c xy dng. y c th xem l mt cch nh hng pht trin v qung b du lch mt cch bn vng v c kim sot.

N lc v mt tm nhn chung

Vi c s l Chin lc Pht trin Du lch Vit Nam n nm 2020, Tm nhn 2030 ca Chnh ph, chin lc marketing du lch c xy dng cng hng ti nhng mong mun tng th nh sau:

V Sn phm

Pht trin cc sn phm cht lng da vo nhng li th t nhin ca 7 vng du lch (Trung du & Bc b; ng bng sng Hng & duyn hi ng Bc; Bc Trung b; duyn hi nam Trung b; Ty Nguyn; ng Nam b; ng bng sng Cu Long (Mekong)), tp trung vo du lch bin/bi bin, du lch vn ha, du lch da vo ti nguyn thin nhin (sinh thi).

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Cc mc tiu

Mc tiu kinh t thu ht c t 10-10,5 triu lt khch du lch quc t t nay n nm 2020 (tng trng hng nm t 7,6%), p ng c 48 triu lt khch ni a (tng trng t 5,3% hng nm). Doanh thu t du lch n nm 2020 s tng n 18-19 t la M (t 13,8%/nm vo nm 2015 v 12%/nm vo cc nm tip theo), ng gp 6,5-7% GDP vo nm 2020, thu ht 42,5 t la M vn u t, tng ngun cung bung lu tr ln 580,000 bung t nay n nm 2020.

Mc tiu x hi tng tng s lao ng trong ngnh du lch ln hn 3 triu lao ng, trong c 870,000 lao ng trc tip, m bo pht trin du lch s gp phn bo tn v pht huy cc gi tr vn ha Vit Nam, ci thin cuc sng cho ngi dn.

Mc tiu mi trng Pht trin du lch Xanh, gn hot ng du lch vi bo tn v pht huy cc gi tr ti nguyn, bo v mi trng, m bo cc d n pht trin du lch phi tun th lut mi trng.

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TNG QUAN TH TRNG DU LCH

Trin vng ton cu

Ti liu Tm nhn Du lch 2020 ca T chc Du lch Th gii Lin Hip Quc d bo nh sau v l hnh v du lch ton cu:

Nm 2020, s lt khch quc t s t hn 1,56 t, trong 1,18 t l du lch trong khu vc v 0,38 t l du lch ng di (long-haul)

Nm 2020, ng v Thi Bnh Dng, Nam , Trung ng v Chu Phi d bo s t mc tng trng hn 5% mi nm, so vi mc tng trng trung bnh ca th gii l 4,1%.

Du lch ng di (long-haul) s tng trng nhanh hn, mc 5,4% mi nm trong giai on 1995-2020, sau l du lch trong khu vc, mc 3,8% mi nm.

Trin vng ca khu vc

Hi ng Du lch v L hnh Th gii a ra cc s liu thng k c bn sau y v du lch trong khu vc Chu :1

Nm 2011, GDP trc tip ca ngnh du lch v l hnh Chu t 554 t -la. Con s ny ln hn mc GDP ca cc ngnh sn xut t v gio dc ca Chu .

Vi 63 triu lao ng trc tip Chu , du lch v l hnh trc tip s dng s lng lao ng nhiu gn bng ton b ngnh gio dc ca khu vc.

GDP ca du lch v l hnh d bo tng trng 5,8% mi nm (tng trng kp hng nm) trong thp k ti ln hn mc tng trng ca cc ngnh t v truyn thng cng nh ton b nn kinh t Chu .

1 World Travel and Tourism Council 2012, Benchmarking Travel & Tourism Asia Summary: How does Travel & Tourism compare to other sectors? Summary of Findings, April 2012, [Online} available: www.wttc.org/site_media/uploads/downloads/WTTC_Sectors_Summary_Asia.pdf

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Cc xu hng du lch quc t ln Chu - Thi Bnh Dng

Ti liu tip theo Bo co v cc xu hng du lch ln Chu - Thi Bnh Dng 2006-2008 ca UNWTO v Trng i hc Bch khoa Hng Kng (The Hong Kong Polytechnic University) a ra 10 xu hng du lch ln ng u ti Chu Thi Bnh Dng nh sau:

1. Nhu cu v cc sn p