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Wednesday, 07 October, 2015, 14 : 00 PM [IST]

Mekong Tourism launches Marketing Strategy for 2015-2020

Mekong Tourism recently launched their marketing strategy for tourism for the Greater Mekong Subregion at the 20th Greater Mekong Subregion (GMS) Ministerial Conference in Nay Pyi Taw at Myanmar. Titled ‘Experience Mekong Tourism Marketing Strategy and Action Plan 2015-2020’, the plan aligns the shared objectives of GMS (Cambodia, the Lao People’s Democratic Republic, the People’s Republic of China, Myanmar, Thailand, and Vietnam) countries which includes developing thematic multi-country tour programs and promoting secondary destinations to help distribute the benefits of tourism more widely.

The plan has the aim of boosting tourism competitiveness in GMS and thereby increasing visitor arrivals and destination expenditure. It mentions a strategic objective to promote secondary destinations and encourage multi-country itineraries, especially those with themes of community-based tourism 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, Mekong Tourism. He added that he was optimistic that the marketing plan would help further raise the profile of the GMS as a world-class destination, with good air, land, and water connectivity, diverse tourism activities, quality tourism services, and convenient tourist visa policies.  

“The plan recognizes the competitive global tourism landscape, changing consumer behavior, the importance of the internet and mobile usage, improved infrastructure and access to the GMS. As such, the focus is around travel experiences and connecting with the local culture of the region,” said Thraenhart.

The new plan includes collaborative marketing tools such as a digital platform through the tourism board’s website:, which hosts a freely accessible GMS tourism e-library. 

Preparation of the plan was led by the Greater Mekong Subregion Tourism Working Group, with support from the Asian Development Bank and the Mekong Tourism Coordinating Office.

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