About Promotion and Advertising of Tourism Activities

The average spending of visitors has also increased significantly. In 2007, each international visitor spent an average of 800 USD, equivalent to exporting 4 tons of rice.

2.2.4. Regarding tourism promotion activities

The nature of mixed promotion activities is to coordinate marketing communication activities about the enterprise and its products to target customers to persuade them to buy the tourism program designed and implemented by the enterprise. The sole goal of these activities is to make the tourism programs of travel businesses more attractive to buyers. Realizing this, the Party, the State and international travel businesses in Vietnam all pay great attention to this activity. This activity is carried out in 4 content areas as follows:

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- Propaganda information in the press.

Propaganda work on the policies and guidelines of our Party and State in tourism development, on the domestic and international tourism situation and the activities of the Industry is regularly maintained on the domestic mass media system:

- On the Central Television: develop programs introducing the country and people, and key tourist destinations of Vietnam, broadcast periodically on "Travel through the small screen" of VTV2 and recently VTV4. Provide documents and current information on the activities of the Industry and coordinate with VTV1 to organize exchanges, discussions and dialogues on tourism. In some important promotional events both domestically and internationally, invite representatives of VTV to attend, promptly and widely reflect the activities of the Industry on television.

- Cooperate in broadcasting periodically (every Wednesday and Sunday) on Voice of Vietnam the columns "Learning about tourism policies", "Protecting the tourism environment", "Business opinions", "Tour guide stories", "Where to go, what to see, what to eat" and domestic and international tourism news sites "Vietnam - Country and people", "Looking out at the world", "Letters from friends who love to travel":,....

- In large-circulation newspapers: Open a Tourism section, providing readers with information about policies, development orientations, the position, role and activities of the Industry in the newspapers Nhan Dan, International Relations, Lao Dong, Vietnam News, Vietnam Pictorial, Tourism Newspaper and Magazine.

For the foreign market, in addition to providing direct information on-site during promotional events, the Program has coordinated with relevant agencies and partners, especially the Aviation and the system of representative agencies of our country to enhance information and introduce the image of Vietnam's destinations on Vietnam Airlines' international flights, on a number of major international television channels and specialized newspapers (TTG of Thailand, Travel of the United States, Echo Tourisme and Voyages Ebdo of France, Paradise of Australia). It has hosted and hosted 38 delegations of travel agencies and press agencies from major markets to visit, survey (fam trip) and write articles about Vietnam's destinations (NHK Japan delegation, travel agencies and press agencies of the United States, France, Switzerland, Germany, Korea, ...). In addition, it has coordinated with Vietnam Airlines, Air France, Cathay Pacific, ... to organize dozens of other fam tour delegations, introducing Vietnam Tourism products.

- Applying information technology to promote the image of Vietnamese destinations on the INTERNET.

The program has gradually invested in upgrading the IT equipment system serving promotion on the INTERNET including 04 separate servers, specialized high-tech designed machines, additional network equipment and supporting software to improve website efficiency; at the same time, server and line subscriptions

Private transmission (speed 128 KB), maintaining domain names for management, provision and exploitation of information. On that basis, built, maintained and upgraded the websites:

 http://www.vietnamtourism.com: General introduction to culture, history, country, people and tourism potential of Vietnam in 5 languages: Vietnamese, English, French, Chinese, Japanese.

 http://www.vietnamtourism.gov.vn: Website of the General Department of Tourism (in English and Vietnamese).

 http://www.vietnamtourism-info.com

 http://www.dulichvn.org.vn: online travel information, presented in 2 languages: English and Vietnamese.

 http://www.myhotelvietnam.com: Online booking system.

In addition, it has also built and released a number of high-tech promotional products such as CD-ROM World Heritage in Vietnam, CD-ROM Traditional Vietnamese Festivals (in 3 languages: Vietnamese, English and French).

- Develop tourism promotion products

92 large billboards were built at important traffic intersections, international border gates and at tourist centers in 53 localities nationwide to introduce Vietnam Tourism destinations to domestic and foreign tourists. Over 2,000 banners and flags of all kinds were used to promote tourism during traditional festivals and tourism events of the Industry. For multimedia products, a film introducing Vietnam Tourism (20') and a film promoting the Central Heritage Road (15') were produced, a documentary film on Vietnam Tourism 45 years of construction and growth was produced; a 30-second advertising film was produced and rented to be broadcast on the LED-VINAVISON electronic screen with a frequency of 60 times/day continuously for 1 year; 1 CD-ROM on World Heritage and 1 CD-ROM on Tourism Festivals in Vietnam was completed and put into use.

In addition, the Program has coordinated and supported the General Department of People's Police - Ministry of Public Security to complete a documentary film on the implementation of Directive 07/TTg of the Prime Minister on ensuring security, safety and social order at tourist destinations and during festivals and tourism events.

Regarding publications, the Program has printed and distributed over 4.5 million publications of all kinds in 5 foreign languages: English, French, Chinese, Japanese, German and partly in Vietnamese. These publications are mainly used in destination image promotion campaigns abroad such as fairs, road shows, conferences, seminars, forums on tourism, festivals, etc. and provided 32,000 kg of publications of all kinds to 29 Vietnamese representative agencies abroad. It has designed, produced and used over 20,000 gifts and souvenirs of all kinds such as Industry logo badges, ties, T-shirts, hats, caps, cloth bags, etc. (printed with the Program's logo and slogan or the Industry's logo).

The program has coordinated the opening and maintenance of 5 tourist information offices (locations, equipment, publications, staff) at Noi Bai, Tan Son Nhat, Phu Bai, Da Nang and Can Tho airports to answer, guide and provide necessary information on-site for visitors.

- Promote tourism during major international events in Vietnam

Taking advantage of international events held in Vietnam, activities were carried out to introduce the image of Vietnam as a destination, the country and people of Vietnam to those directly attending the events and, through press channels (both spoken, visual and written) to the international public.

+ RAID Gauloises comprehensive sports tourism program with the participation of 544 international guests (255 athletes, 56 journalists, 102 athlete assistants and over 100 operators) from 17 countries around the world. This is a large program, lasting 2 weeks, passing through 9 northern provinces of Vietnam (from Bac Ha-Lao Cai and ending in Cat Ba-Hai Phong), with diverse activities, from walking, mountain bike racing, rubber boats, waterfall climbing, cable car riding, raft racing and

bamboo boat, kayak, journey over 1000 km with majestic landscape and friendly people, safe and highly professional organization. Images and news about Vietnam were broadcast on 40 international TV channels and published in dozens of foreign newspapers continuously before, during and after the event.

+ Since 2001, under the direction of the State Steering Committee on Tourism and the Organizing Committee of SEA GAMES 22, the Program has coordinated with relevant ministries and localities to implement tourism promotion activities and serve the 22nd Southeast Asian Games. The Program has supported 11 localities (selected as competition venues for SEA GAMES 22 and PARA GAMES

2) Organize activities to respond, welcome and promote in the press; improve the environment at tourist attractions and places to welcome guests; organize 50 professional training courses (cooking Muslim dishes, reception, tour guide, waiter, room service, bartending, foreign languages) for 3,000 participants serving the Congress; invest in building 5 new tours and upgrading and improving over 30 tours of all kinds (day tours, shopping, sightseeing for wives, athletes, ...) to serve all types of guests; support investment in developing tourism in Bat Trang craft villages (Hanoi), Chu Dau (Hai Duong), Dong Ho (Bac Ninh), .... and produce all kinds of tourist souvenirs to serve guests attending the Congress. In addition, the Program participated in and successfully completed its tasks in the Logistics Subcommittee, responsible for arranging 75 hotels for athletes, referees, officials and 100 hotels to serve international press; creating 13 standard menus (including Halal food - suitable for all tastes) and arranging a team of skilled chefs to serve, ensuring safety, hygiene and quality); organizing the compilation of a guidebook on accommodation conditions for guests attending SEA GAMES 22 and PARA GAMES 2.

+ On the occasion of the East Asia-Pacific Tourism Ministers' Conference in Hue (June 2004, with the participation of 187 delegates from nearly 20 countries in the Asia-Pacific region and representatives of international organizations UNESCAP, UNESCO, and the World Tourism Organization

The program has widely promoted the Conference in the press and organized a booth on the sidelines of the Conference to display images of Vietnam Tourism. The World Tourism Organization (WTO) Declaration on Cultural Tourism and Poverty Reduction, called the “ Hue Declaration” , has contributed to enhancing the position, promoting the tourist destination of Hue and highlighting the image of Vietnam in the world. Through the successful organization of the Conference, WTO officials and delegates attending the Conference highly appreciated Vietnam's ability to develop MICE tourism.

In addition to the above events, the Program also actively organizes tourism promotion activities during other international events held in our country: ASEM 5 Conference (October 2004), India-ASEAN Right-Hand Drive Caravan (December 2004),...

- Organize and participate in domestic and international promotional events

Domestic

Along with promotion and propaganda in the press and internet, through major international events held in Vietnam, the Program has organized and invested in support, guidance, and participated in organizing tourism propaganda and promotion through the activities of nearly 100 domestic tourism events: Spring Tourism Fair 2000 (Hanoi), Southern Land Tourism Festival 2000 (HCMC), Hanoi International Tourism Festival (2000, 2003, 2005), Millennium New Year's Eve (Dong Nai), Hoi An Culture-Tourism Week 2000, Ponagar Tower Festival (Khanh Hoa), Quan The Am (Da Nang), Ka Te (Ninh Thuan), Ooc Om Booc (Soc Trang), Ba Chua Xu (An Giang), Hue Festival every two years, 110 years of Da Lat, Da Lat Flower Festival, 100 years of Sapa, Full Moon Night in Hoi An Ancient Town, Trans-Asia Bridge - Quang Tri, The Road Central Heritage, Ca Mau Tourism Festival, Da Nang Cultural-Tourism Festival, Nha Trang Beach Summer Festival, East Asia-Pacific Tourism Ministers' Conference in Hue, Vietnam-Japan Festival in Ho Chi Minh City, Da Lat Flower Festival... Special

In particular, the Program has coordinated the organization of annual themed activities: Ha Long Tourism Year 2003, Dien Bien Phu Tourism Year 2004, Nghe An Tourism Year 2005 and responded to these tourism years with a series of coordinated activities both domestically and internationally.

Overseas

Promotion activities in foreign markets are one of the focuses of the Program. In 5 years, the Program has participated in 52 annual international tourism fairs and organized 29 destination introduction programs (road shows) in important tourist sending markets. Specifically, in 2000: Participated in 10 specialized international tourism fairs (WTM-UK, JATA-Japan, ITB-Germany, TOP RESA-France, CITM-Shanghai-China, ITE Hong Kong, fairs in Laos, Thailand, Singapore, Reunion-France) and 4 road shows in the United States, Japan, China and Australia; 2001: 7 fairs (ITB-Germany, ITE-Hong Kong, CITM-Kunming-China, JATA-Japan, Bressure-France, Vietnam-Japan Tourism Festival, Vietnam Tourism Week in Belgium) and 4 road shows in Germany, France, Singapore and Thailand; 2002: 7 fairs (ITB-Germany, Brussels Holiday (Belgium), TOP RESA-France, WTF-Japan, TUR-Sweden, ATF-Cambodia, Salon Mondial-France) and 5 road shows in China, Australia, 2 in Korea, France; 2003: 10 fairs (ITB-Germany, AHETE-Malaysia, WTF-Japan, ATF-Laos, Stockholm and TUR-Sweden, WTM-UK, TOP RESA-France, Humanitarian Press Association-France, IT & CMA-Thailand) and 9 road shows in the US, Germany, 2 in Japan, Australia, UK, France, Sweden, Laos; 2004: 8 fairs (ITB-Germany, JATA-Japan, TOP RESA-France, AHETE-Malaysia, Humanitarian Press Association-France, KOTFA-Korea, WTM-UK, Beer Fair-Germany) and 4 road shows (Switzerland, Sweden, India, China); 2005: organized 12 fairs (ATF-Malaysia, ITB-Germany, Barcelona-Spain, BITTM-Beijing, World Expo-Japan, TTM-Thailand, KOTFA-Korea, Kunming-China, JATA-Japan,

TOP RESA-France, Lugano-Switzerland, WTM-UK) and 3 road shows (Frankfurt-Germany, Russia and USA).

2.3. Limitations that need to be overcome in international travel business activities in Vietnam

2.3.1 About the types and prices of tourism programs

Regarding the types of tourism programs of international travel agencies in Vietnam, they are relatively similar in terms of routes, length, services included in the program and prices. Tourism programs can be divided into 2 main groups. Group 1 includes tourism programs within the territory of Vietnam for foreigners and group 2 includes tourism programs abroad. Domestic tourism programs account for about 85%, which are comprehensive tourism programs (combining sightseeing, relaxation, entertainment, and learning) with many visitors at famous tourist destinations in Vietnam. Specialized tourism programs such as eco-tourism, historical research tourism, and cultural and artistic tourism account for a small proportion with a short duration of 1 to 2 days within a narrow range. Outbound travel programs are mainly sightseeing and shopping tours to China and ASEAN countries, with a minimum length of 4 days and a maximum of 7 days, the main means of transportation is airplane. (Only going to China by car and train). In 2000, the average price per day for European and American visitors was about 85 USD, for Asian visitors was about 40 USD (not including airfare from departure to Hanoi and vice versa). The average price per day for Vietnamese people going to China was about 60 USD, going to ASEAN countries (except Laos and Cambodia) was about 120 USD (including round-trip airfare). The average price per day for domestic travel programs is 125,000 VND. If compared with the average price per day for similar quality travel programs of other countries,

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