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Lao Thiao Lao Campaign Launched to Boost Domestic Tourism
By Bernie Rosenbloom The Lao Thiao Lao marketing campaign kicked off on 11 September at a launch event in Vientiane, showing how the public and private sector are coming together to boost domestic tourism against the backdrop of the global COVID-19 pandemic. The Lao Thiao Lao campaign comes with its own dedicated Facebook page. This public-private partnership brings together the Ministry of Education and Sports (MoES), the Ministry of Information, Culture and Tourism (MICT), the Lao National Chamber of Commerce and Industry (LNCCI) and leading tourism and hospitality businesses to support the promotion of domestic tourism, with the LNCCI taking the lead with its implementation. “This is a unique way in which the public and private sectors have joined together to co-finance a tourism marketing campaign” said LNCCI board member Inthy Deuansavanh, who is spearheading the Lao Thiao Lao campaign for the LNCCI. Mr Deuansavanh, who is the founder of Green Discovery Laos and the Inthira Hospitality Group, explained, “The campaign will be a largely online, aiming to promote some of the great special offers that are currently available and inspire young Lao people’s sense of adventure to visit some of the amazing destinations around the country”. Raising awareness of the amazing destinations to be visited in Lao PDR is one of the main goals of the campaign. Working with key influencers and utilising online advertising and destination promotion videos, the campaign will also feature online competitions to engage and inspire with prizes including free holidays to some of the featured destinations. The Skills for Tourism Project (LAO/029), a project implemented by the MoES and LuxDev, the Luxembourg Development Cooperation Agency, is providing the initial financial support for the Lao Thiao Lao campaign. The LNCCI aims to raise additional funds from the private sector through a range of sponsorship and partnership packages to encourage businesses to contribute financial and in-kind donations towards the campaign. While boosting domestic tourism will be crucial in supporting tourism and hospitality businesses, Mr Nouphanh Outsa, the Director General of the Technical and Vocational Education Department at the MoES, also emphasised, “a strong tourism sector is imperative to provide employment opportunities for students undertaking tourism and hospitality studies across the country.” Mr. Bounlap Duangphoumy, Deputy Director General of the Tourism Marketing Department at MICT added that “the Lao Thiao Lao marketing campaign is a key component of the support being provided to tourism and hospitality businesses to help them survive until international tourism rebounds again”. Print and broadcast media, such as prominent newspapers and magazines as well as radio will provide feature stories, cover shots, photo essays related to the Lao Thiao Lao campaign, and/or advertising space. The LNCCI has already enlisted The Laotian Times, Una Studio, Tholakhong, Muan.la, Lao Youth Radio and Mahason Magazine, with more expected to sign on. LNCCI has partnered with RDK Group to bring in technical expertise to implement the Lao Thiao Lao campaign with dedicated Facebook (@laothiaolao) and Instagram pages launched last week. The campaign will run from September 2020 to January 2021 with the possibility of extending further into 2021. Businesses and organisations interested in sponsorship or partnership packages should contact Ms. Khambang Inkham at the LNCCI on 021 453312 directly for all enquiries. With the COVID-19 situation bringing difficult times to tourism and hospitality businesses in Lao PDR, the Lao Thiao Lao campaign is supported by the Skills for Tourism Project (LAO/029), which is financed by the Governments of Lao PDR, the Grand Duchy of Luxembourg and Switzerland.
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Tourism and Hospitality Training Hits Top Gear
In its ongoing efforts to support the Tourism and Hospitality sector impacted by the COVID-19 pandemic, the Skills for Tourism Project (LAO/029) continues to roll out its tourism and hospitality training throughout Laos in 2020 with the aim of upskilling more than 1,400 people working in the sector through a variety of programmes. High on the agenda stands the Customer Service Training, led by the Institute of Mass Media, Culture and Tourism (IMCT). With different programmes for managers and staff, IMCT will train more than 600 industry professionals in Customer Service across 12 provinces, in partnership with the Provincial Departments of Information Culture and Tourism. Learning by doing: Front desk staff receiving upskilling training by industry leaders as part of the Pheun Than Heng A Sip (PTHAS) Training Programme, © Swisscontact. “The programmes have been designed with external expertise to cover the essentials for managers and their staff to provide a quality customer experience to their guests,” said IMCT Trainer Boutsaba Chansomphou. Throughout the year, Ms Chansomphou and her team of trainers are delivering these three-day courses which are based on ASEAN Common Competency Standards for Tourism Professionals. In addition to the Customer Service programmes, IMCT are delivering trainings on Employee Life Cycle Management for human resources and general managers to understand and see the importance in the different employment stages their staff experience. “The employee life cycle consists of the six different phases an employee goes through before, during and after working for an organisation,” explains IMCT Lead Trainer Douangchay Phothichack. “Reflecting on such processes is important as it paves the way to quality employment and a more productive tourism and hospitality sector.” These stages run from offering an attractive workplace, targeted recruitment, and assisting new staff in adjusting to the company, to employee development, retention, and separation. Building on the momentum generated by the Visit Lao-China year campaign in 2019, IMCT have also launched the China-Ready Training Programme which is in full swing, as trainers provide local businesses with information on Chinese outbound tourism, how to better access this market, and ways to tailor products and services to meet the needs of Chinese tourists. “Developed in partnership with COTRI (the China Outbound Tourism Research Institute), modules have been adapted to the Lao context,” emphasised IMCT Trainer Lae Keoluangta. He added, “We continue improving the capacity of our trainers through online classes by COTRI and the Hong Kong Polytechnic University to learn about the effects of COVID-19 on the Chinese tourism market and post-virus travellers’ needs and expectations.” HR Managers reflect on the different employment phases their staff experience during the Employee Life Cycle Management Training in Pakse, Photo by EDC. In response to the COVID-19 pandemic, IMCT are also conducting COVID-Awareness Training for 100 micro and small tourism and hospitality businesses, so that they clearly understand the guidelines on COVID-19 prevention as issued by the Ministry of Information, Culture and Tourism (MoICT), and to build consumer confidence. Kicking off in Vientiane, the half-day programme trains businesses in establishing practical health and safety measures. The training is delivered onsite and IMCT provides businesses with a COVID Prevention Kit consisting of posters to educate staff and customers, thermometers and an initial inventory of facemasks, cleaning gloves, hand gel and cleaning disinfectant. Upon completion of the training, businesses sign a commitment to implementing these practices and receive a certificate which can be used for promotional purposes. Alongside the partnership with IMCT, the Skills for Tourism Project is also working with Swisscontact, eight Provincial Hotels Associations and the Lao Hotel and Restaurant Association in driving the Pheun Than Heng A Sip (PTHAS) Training Programme. During 2020, Swisscontact will be building the capacity of these organisations to train around 300 junior staff working in micro, small and medium enterprises across central and southern Lao PDR on the basics of housekeeping, front office, F&B services and food production. Quality assurance support to the local associations is being provided by the School of Tourism and Hospitality at Pakpasak Technical College. These upskilling efforts are further complemented by the Skills for Tourism Project’s collaboration with DFICT, a respected Lao-owned company, which is currently in the process of training 420 staff on Food and Beverage, Housekeeping and Front Office Services in Luang Prabang, Vientiane and Vang Vieng, which is fully subsidised by the Project. Upgrading bartending skills in Vientiane and Luang Prabang is another avenue supported by the Skills for Tourism Project. Andrew Mullins, the Spirit House Company Director, will be conducting four five-day intensive training programmes for up to 60 bartenders. Successful graduates receive a professional bartender certification endorsed by the United Kingdom Bartenders Guild (UKBG). Employee Life Cycle Training participants working together on challenges their businesses face. Photo by EDC Asked about the training programme, Mr Mullins, who has opened more than 100 high-end bars worldwide, elaborated: “The training program is a combination of interactive workbook theory and practical application that improves both the visible skills and background knowledge of the trainees. Our goal is to instill consistent, sustainable and professional bartending practices alongside exceptional service ideals.” He further explained, “Theoretical modules include cocktail and spirit knowledge and the bartender’s contribution to guest experience, while practical classes take place behind the bar with constant hands-on coaching and appraisal to inspire confidence and maximise knowledge retention.” The first classes are scheduled for 21-25 September in Luang Prabang and 5-9 October in Vientiane, with additional dates to follow. With the COVID-19 situation bringing difficult times to tourism and hospitality businesses in the Lao PDR, these training opportunities are provided either free of charge or at heavily subsidised prices to help support businesses in the sector, through the LAO/029 project, which is co-financed by the Governments of Lao PDR, the Grand Duchy of Luxembourg and Switzerland, and implemented by the Ministry of Education and Sports of Lao PDR and LuxDev, the Luxembourg Development Cooperation Agency.
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Boten.com Boosts Info for “Beautiful Boten” in Laos
By Bernie Rosenbloom Boten.com launched its upgraded website on 24 August 2020, to provide information on “Beautiful Boten”. The Specific Economic Zone (SEZ) on the Lao-China border is currently being transformed into a tourism and commercial center along the upcoming high-speed railway running from Kunming to Vientiane. Stringybark Media Marketing Manager Callum Sherwood is overseeing Boten.com, and aims to present a living website that will grow alongside the blossoming destination. “The objective is to educate the wider audience about Boten and its expected boom once the pending railway works are completed,” Mr Sherwood said. The $7-billion electric high-speed railway and strategic Boten station are set to open in late 2021, while Chinese developers continue constructing the $1.5 billion Beautiful Boten project. In the past, Boten chased the Chinese market, who were drawn by the now-outlawed casinos. However, the new railway and SEZ will change the face of the targeted travelers. According to Mr Sherwood, Boten.com is aiming for a much broader audience, though he understands the reality that there is “no way to put this (information) in all markets and regions. The content listed on the website will aid travelers, along with potential investors who are curious about Boten.” Mr Sherwood also sees the possibilities for Boten to attract adventure tourists visiting Luang Namtha Province, in north-western Laos, to spend a day or two before boarding the train to their next stop. “I do believe this will be the case,” Mr Sherwood said of Luang Namtha tourists, and those riding the railway north from Vientiane Capital’s terminal, with stations in Vang Vieng, Luang Prabang, and Oudomxay before reaching Boten and the Chinese border. He also finds potential in travelers heading south from China into Laos. “People may have had a long journey from mainland China and wish to spend a night or a few in Boten to enjoy the attractions and sights which are in place to be built.” Mr Sherwood adds that alongside holidaymakers, Boten has the opportunity to become a MICE destination due to its position as a commercial center with high-rise upscale hotels offering a range of meeting and event facilities. “I believe in the future, Boten will be the first touch point between mainland China and Laos, meaning MICE activity along with general tourism will be the stronghold of the town,” he said. Much like the SEZ, Boten.com now has a solid foundation, and will grow along with the Beautiful Boten project that includes 18-story towers with hotels, offices, and duty-free shops in the Central Business District (CBD). Tourism attractions, a golf course, international train and bus stations, and factories will sit on the perimeter. According to Mr Sherwood, “As new establishments open, I will continuously update the website with their details. I’m also planning to build a directory in the very near future, which will also sit on the website.” Currently, Boten.com features five main menu items, each directing site visitors to much-needed information to prepare for a stay in Beautiful Boten. Hotels in Boten presents accommodation hosting travelers and businesspeople investing in the SEZ and engineers constructing the site, though more high-end accommodation is rising in the CBD and surrounding area. Most Boten Restaurants line the Dining District near the border. The website explains the Sichuan dishes that dominate the menus, due to the large Chinese market, while pinpointing interesting eateries. While many Boten Attractions are in the development phase, Boten.com points visitors to the current highlights. The Boten Eccelente Cabaret has been packing the venue for years, while the three-story Boten Duty-Free Mall offers deals on brand-name goods. Boten.com also directs visitors 55 km south to Luang Namtha Town for a day-tour to experience Lao nature, culture, and history. The website introduces the People of Boten and the surrounding area. The Tai Lue originally settled in Boten, while several diverse ethnic groups passed through on their migration from China into north-western Laos. Boten.com also chronicles the History of Boten, from the zone’s birth in 2003, through its gambling era and eventual shutdown in 2011, to its more strategic vision for the future with ongoing construction. Building at Beautiful Boten is booming, and Boten.com is rising with it as the “go to” website for the latest and most complete information on the born-again tourist destination and commercial hub. Boten.com
