Coordination of International Donors for Vietnam Tourism

January 28th, 2016 / Hanoi, ESRT Team Leader, Ms. Mary McKeon

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• Through policy support and institutional strengthening

• Facilitating competitiveness & public-private partnership

• Vocational education and training

ESRT works to bring about a better understanding of responsible tourism

Responsible tourism is everyone’s responsibility

Environmentally & Socially Responsible Tourism Programme for Capacity Building

Background to the EU-funded ESRT Programme

Act.: 1.1.2 Tourism MarketingOutputs Marketing performance of VN tourism in W Europe, ITB Berlin & WTM London supported • Capacity built of VNAT Marketing on

implementation of marketing tools • RFP developed for a public-business

sector financed digital marketing campaign

Phasing out / sustainability• Review existing marketing structures • Support VNAT to improve marketing

performance in W Europe: press conference to launch video and e-marketing campaign at ITB Berlin 2016

• Best practice handbook for tourism and climate change in Vietnam

Act.: 1.1.2 RT Capacity Building VNAT /DCST Outputs 2 RT Event Management, 2

Crisis management, 2 Quality and services management and 4 E-marketing training courses for 260 tourism administrators conducted • 60 tourism administrators capacity in

RT Management enhanced in Malaysia

• 6 officers trained in RT Mgt in UK• Update of the HR tourism database in

VNAT / DCSTPhasing out / sustainability• Activity to be continued during

extension: delivery 2 RT management training courses for DCSTs and VNAT

Act.: 1.2.1 RT Policy GuidelinesOutputs RT Policy Guidelines presented to VNAT/ITDR and disseminated to 63 DCST• RT policy guidelines for ESRT pilot

destinations integrated in strategiesPhasing out / sustainability• Ownership of the RT guidelines is

with VNAT / ITDR; RT guidelines developed need to be more widely disseminated and reviewed year by year

• RT Policy Guidelines serve as recommendations for updating Tourism Law and other normative acts

Act.: 1.1.2 Support Tourism Research & Development Institute (ITDR)

Outputs Business development plan with job descriptions prepared, presented and capacity for implementation enhanced;• Master planning training, capacity

building and strategy development implementation

• Master planning symposium conducted

• Case of Son Tra assessed and improved

• Dissemination of 3 regional master plans supported

Phasing out / sustainability• Continue support to strengthen

capacity in ITDR through implementation of development/business plan by supporting ITDR to establish NEW Center of consultant and Training and provide mentoring/coaching to key personnel

Act.: 1.2.2 RT Seminars / ToursOutputs Capacity of 5,141 stakeholders from communities, authorities, protected areas, cultural heritage site strengthened in 116 RT trainings• 29 participants from Mekong Delta to

Central Coast and from Central Coast to Northern Provinces familiarized with RT good practices

Phasing out / sustainability• Vietnam RT toolokit publicly available

in print and electronic version• Conference in Nha Trang in August

with colleges / universities on “Responsible Tourism Theory and Practices in Tourism Education and Training Programmes”

Act.: 1.2.3 VNAT - Green Lotus for Hotels Outputs

• 6 mentoring WS for 182 DCST administrators of 63 provinces

• 10 dissemination WS for 685 business sector representatives of 63 provinces on the GL programme

• VNAT trained in maintaining the Green Lotus Label website

Phasing out / sustainability• Green Lotus programme established

as instrument in quality control and marketing best practice to generate interest from the private sector, namely VITA, VHA and hotels

• Handover of marketing tools and presentations to VNAT Hotel Department

Act.: 1.3.1 Awareness raising and communication activities / Tourism Report

Outputs in PE4• Collaborative work to deliver Tourism

End of Year Report 2014 under the guidance of International and local experts

• 5 working group & editor board meetings held to develop the ATR 2014

• 32 working group members and stakeholders discussed on ATR 2014

• Annual Tourism Report 2014 finalised and presented to VNAT

Phasing out / sustainability• VNAT to continue working groups and

deliver the Annual Tourism Report 2015 and beyond

Act.: 2.2.1 Tourism Advisory BoardOutputs in PE4• 3 working groups on 3 issues

developed position papers• 1 meeting was organised and

working groups presented recommendations and work progress

• PPP in E-marketing started as well as PPD on Tourism Fund and Law

Phasing out / sustainability• Activity to be continued during

extension to strengthen TAB• Enhance e-marketing in VNAT in

collaboration with TAB marketing group

• Annual PPD Tourism Forum in collaboration with 3 pilot DMO regions

• ''TAB Internship Programme'' with colleges and business sector

Act.: 2.2.1 Tourism Industry Associations Outputs

Road map disseminated at annual VITA meeting attended by 70 delegates from the MCST, VITA, VISTA and VHA • Support to the Vietnam International

Travel Mart 2015 in Hanoi• Int’l conference “RT and Cultural

Heritage” for over 200 tourism professionals supported

• 17 marketing workshops for members with a total of 504 participants from the businesses

Phasing out / sustainability• Activity to be continued during

extension to strengthen VITA• Support VITA & TAB to organise PPD

workshops in pilot destinations to discuss sectorial issues, roles and membership and develop action plan to strengthen chapters

Act.: 2.3.1 Destination Development Support Outputs in PE4

• High level & technical meetings in CC, MD, 8NWP with multi-stakeholder collaborations

• Destination Strategies & Action Plans• Tourism product development and

marketing plans at destination level • Tourism products developed along the

Expressway Hanoi – Lao Cai / Da River / MD

• Development of responsible code of conduct for Ha Long / An Giang commenced

Phasing out / sustainability• Activity to be continued during

extension• High level & technical meetings to

agree work plans for 2016 and beyond• Roll-out destination mgt models to

North Central and Central Highlands

Act.: 2.3.2 TIC / Homestay Business Linkages Outputs

22 Tourist Information Center courses with a total of 598 stakeholders trained• Expanded CBT / homestay activities

to target a wider audience in target/priority areas: 10 homestay coaching seminars to link homestays to businesses for improved competitiveness conducted for a total of 240 participants in 10 supported communities

• 23 Responsible Homestay Operation courses with a total of 662 participants in 22 provinces

Phasing out / sustainability• TIC / Homestay manuals and training

materials handed over to VNAT, DCST’s, schools and NGOs

Act.: 3.1.1 VTOS – Occupational StandardsOutputs 10 VTOS approved by VNAT in EN / VN and available vtos.esrt.vn• Handbook for MCST / MOLISA on

VTOS Methodology• High-level meeting between Molisa /

GDVT, MCST, VNAT, VTCB to agree on submission of 2 VTOS (HK/FO) from MCST to Molisa / GDVT

• Conference in Nha Trang in August on “Responsible Tourism Theory and Practices in Tourism Education and Training Programmes”

Phasing out / sustainability• The “new” VTPB maintains and

updates standards required by the hotel and tourism industry on behalf of MCST

Act.: 3.2.1 VTCB/VTPB Charter & Action Plan Outputs

VTCB Business Plan V4.0 updated• Revised charter to turn VTCB into VTPB

and action plan submitted to VTCB • Assessment Framework for Tourism

Qualifications in line with ASEAN developed

• Performance Assessment materials for FO & HK Level 1 & 2 and instructions prepared

• Accreditation / Certification Guidelines • Usage Guide for Assessment Centres• Guidelines for Work-based

Assessments / WBA Candidates and Assessors prepared

Phasing out / sustainability• Activity to be continued during

extension to support the process of accomplishing the (8) national Occupational Skills Standards

Act.: 3.3.1 VTOS Material & Training Outputs • 76 Master trainer trained;• 12 Dissemination (885 pax) & 9

refreshment workshop (239 pax)• 99 teachers/trainers from 5 colleges &

other colleges/universities technically trained in FO, FB, TG, HK; 36 teachers/trainers trained in ToT

• 2 ToT courses for new 10 VTOS delivered for colleges, business sector (39 pax)

• 58 pax technically trained for Tourist Boat Service; 2 ToT Training on TBS (42 pax)

• 757 pax from colleges & business sector trained in On – site Tour Guiding (27 courses)

• 22 Training courses for Hotel Managers/ supervisors, teachers delivered (546 pax)

Phasing out / sustainability• Handing over of ESRT training materials

to colleges / universities at various events

Act.: 3.3.1 Mentoring of 5 new schoolsOutputs Mentoring of training implementation in Lao Cai, Son La, Nghe An, Gia Lai, Kien Giang • Training methodologies based on

existing ToT programmes, TNA, VTOS, RT resources

• Discipline technical coaching linked to curriculum/standards implementation

• School and class room based coaching to familiarize teachers with standards and introduce practical applications

Phasing out / sustainability• Individual school recommendations • Strengthened capacity of teachers

through piloting assessments• Structured internship programme for

teachers in appropriate department proposed

5191 Responsible Tourism Participants

Community 2101Accommodation 1262

Authority 1048Protected Areas 206

Craft Villages 238Travel 155

Cultural Heritage 148RT Trainer 33

2336 Participants Competency-based trainings Master Training 76Training of Trainers 334Hotel Management Trainer 11On Site Tour Guide Trainer 15Hotel Management 546On Site Tour Guide 757Small Hotel Management 300Tourist Boat Service 58Skill Training (FO, HK, FB, TG) 99Refreshment Training 239

Responsible Tourism Contest Targets the Youth

32,572 contestants 1,726 high schools 38 provinces

For more information please visit www.esrt.vn

The ‘Environmentally and Socially Responsible Tourism Capacity Development Programme’ (2011 - 2015) is a European Union funded sector programme with activities in:

1) Policy support and institutional strengthening2) Product competitiveness and public-private dialogue

3) Vocational education and training

Thank you!