A NEW marketing strategy has been introduced by the Greater Mekong Subregion (GMS) – which includes Cambodia, Laos, China, Myanmar, Thailand and Vietnam – at the 20th GMS Ministerial Conference held in Nay Pyi Taw, Myanmar.
Named Experience Mekong Tourism Marketing Strategy and Action Plan 2015-2020, the initiative focuses on joint tourism marketing by GMS countries and aims to bolster cooperation through the development of thematic multi-cultural tour programmes and the promotion of multi-country itineraries.
The objectives of the new strategy include an emphasis on secondary destinations and multi-country itineraries, especially community and river-based tourism, as well as local cuisine and cultural appreciation.
“We encourage tourists to spread their spending beyond established locations such as Angkor Wat, the Grand Palace in Bangkok and Yangon in Myanmar,” said Jens Thraenhart, executive director of the Mekong Tourism Coordinating Office.
Thraenhart is optimistic that the marketing plans will further raise the profile of the GMS as a world-class destination with quality tourism services and convenient visa policies.
A freely accessible GMS tourism e-library will also be made available on the MekongTourism.org digital platform.
Preparation of the plan was led by the GMS Tourism Working Group, with support from the Asian Development Bank and the MTCO.
