Destination appeal
Ninh Binh has been evaluated and voted as the top attractive destination in Vietnam by many prestigious domestic and international travel websites. Many unique tourism products have been affirmed in the domestic and international markets, becoming typical products, pillars of the province, contributing to building the Ninh Binh tourism brand such as: Trang An Eco-tourism Area; Tam Coc-Bich Dong Tourist Area; Hoa Lu Ancient Capital; Bai Dinh Pagoda; Cuc Phuong National Park; Thung Nham Eco-tourism Area; Mua Cave... The image and brand of these products are closely linked with the image and brand of Ninh Binh tourism, connecting and effectively complementing each other.
Identifying the tourism environment as an important factor in creating the attractiveness of a destination, the province has directed the organization of training, education, and fostering to improve communication skills, cultural and civilized behavior with tourists, responsible tourism activities, and heritage protection for local people participating in tourism activities; workers, and tourism businesses.
Since 2010, more than 100 training courses have been organized for more than 11,000 students. At the same time, the project to ensure security and safety in tourism activities and the Code of Conduct in tourism activities in the province has been developed, issued and implemented; inter-sectoral inspection teams have been regularly organized to detect, correct and promptly handle violations in tourism business. Therefore, Ninh Binh is always among the provinces that are bright spots in terms of security, safety and ensuring good environmental hygiene in tourist areas and destinations.
Comrade Nguyen Van Minh, Director of the Tourism Promotion Information Center, Department of Tourism said: Ninh Binh always pays attention to and focuses on promoting the image and brand through many methods and means, combining both traditional and modern, from advertising in newspapers, television channels, films, digital platforms, social networks, electronic news sites, participating in fairs, exhibitions, organizing promotion programs, famtrips, presstrips to organizing events. Every year, the industry participates in many fairs: VITM Hanoi Fair, ITE Ho Chi Minh, Vietnam International Tourism Fair VITM in Hanoi, International Tourism Fair of Japan, Thailand, Singapore, ITB Berlin - Germany, International Tourism Fair in London (UK); organizing tourism promotion programs in Lao Cai, Khanh Hoa, Ho Chi Minh City, Can Tho, Da Lat, Thanh Hoa provinces...
Brand elevates status
With specific, focused and key solutions and orientations, the construction and development of Ninh Binh tourism destination brand has achieved clear and remarkable results. However, according to the survey results of the Department of Tourism, Ninh Binh tourism brand recognition has not yet demonstrated the stature and position of the land rich in tourism potential. Specifically, the survey results show that 71.8% of tourism service businesses in the province interviewed answered that the Ninh Binh province tourism destination brand recognition system is not outstanding and does not demonstrate its own uniqueness; 77% do not know the province's tourism logo. This can be considered a limitation, the cause of reduced recognition of Ninh Binh tourism brand in the competitive environment of domestic and regional destinations.
According to Mr. Ha Van Sieu, Deputy Director of the Vietnam National Administration of Tourism: Building and developing a tourism destination brand must be associated with developing the province's specific tourism products. Therefore, Ninh Binh needs to pay attention to investing in building and perfecting the image recognition system and Ninh Binh tourism brand. This is an effective tool for promoting the brand; it is necessary to ensure that the logo, message (slogan) and Ninh Binh tourism brand recognition system demonstrate 4 criteria: Regarding typical tourism products (cultural - historical tourism, spiritual tourism, eco-tourism, resort tourism, entertainment and community tourism); Conveying the message (slogan) about the value of the land, the value brought to tourists, the value brought to the people; Demonstrating the vision and mission of developing into a key economic sector, a tourism center of the whole country; In line with the new creative design trend, based on the two factors "See and Feel".
Along with that, the province needs to focus resources to continue building and perfecting unique tourism products with strong brands of the province. First of all, exploiting the values of the Hoa Lu Ancient Capital Historical and Cultural Relic, Trang An World Cultural and Natural Heritage as the foundation for building key tourism products with quality and cultural depth. Along with this is building the image of Ninh Binh culture, friendly, hospitable and civilized people on the foundation of a long cultural history, a prosperous urban area, a place that used to be the capital of the whole country, towards civilization and international integration.
An indispensable factor to create the Ninh Binh tourism destination brand is to exploit the strengths of diverse cuisine, traditional handicraft villages, rich agricultural and handicraft products of the province to form unique tourism products. Actively introduce traditional art forms (Cheo singing, Xam singing, Van singing...) to serve in tourist areas and spots; develop eco-tourism products into separate product lines, with specialized characteristics such as: sports tourism, discovery, resort, entertainment, education...
To build the Ninh Binh tourism brand, according to Mr. Bui Van Manh, Director of the Department of Tourism: The province needs to continue to have policies to attract strategic investors to invest, upgrade and complete infrastructure and technical facilities to serve tourism development. Prioritize projects to build resort hotels and high-end commercial hotels (with standards of 3 stars or higher). Focus on ecological accommodation systems, homestays; prioritize investment in building entertainment and sports complexes; modern, high-quality medical and health care facilities... to meet the needs of tourists, especially the tourist market with high demand for entertainment and sports services; medical and health care services.
At the same time, it is necessary to develop and implement a communication strategy or plan to build and promote the brand in a professional, long-term, systematic and consistent manner. More effectively control the quality of tourism services; ensure the environment, safety and security for tourists, especially international tourists, create trust and peace for tourists when visiting the routes and tourist attractions of Ninh Binh...
Building and developing a brand is a long-term process, requiring perseverance, effort and responsibility. At the same time, it is necessary to have close coordination and participation of the entire political system in the province, the local community and businesses to synchronously and effectively implement solutions, gradually building Ninh Binh into a "Safe - friendly - quality - attractive" tourist destination, making Ninh Binh a major tourist center of the country and Southeast Asia.
Article and photos: Nguyen Thom
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