MTF 2016 Presentations

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MEKONG TOURISM FORUM 2016 PROGRAM

 

 

Day 1:

 

9:00-9:15 MEKONG TOURISM DIGITAL BOOTCAMP OPENING

Introduction: Visothy So – Undersecretary of State, Ministry of Tourism of Cambodia

Emcee: Theodore Koumelis – Managing Director, Travel Daily News Asia

 

The Digital Boot-Camp at MTF 2016 will provide hands-on practical training for the travel and tourism industry in the areas of digital marketing trends, social media, mobile, distribution, search, influencer marketing, as well as looking at key source markets including India, China, and Southeast Asia.

Leveraging digital, social, and mobile to drive PROFITABILITY for your business – from small to large, restaurant to hotel, retail store to tourism organization, travel agency to airline – the digital landscape has transformed how we do business today, and more importantly, it has changed how consumers research, make decisions, and purchase. The Digital Boot-Camp is focused on hands-practical content that will help your business to be relevant to today’s consumer.

 

 

9:15-9:50 THE FUTURE OF TRAVEL MARKETING FOR SMALL AND MEDIUM SIZED TOURISM BUSINESSES

Speaker: Clement Wong – CEO, Be My Guest (Singapore)

Presentation

The Internet, social, and mobile have changed how consumers research and purchase goods and services. The internet has also allowed even the smallest enterprises to compete in a global consumer space, and create awareness and facilitate e-commerce. Learn how leverage tools and platforms to build your business.

 

 

9:50-10:15 MARKETING TO THE SOUTHEAST ASIAN CONSUMER

Speaker: Sieng Van Tran – CEO, Egg Group (Vietnam)

Presentation

Southeast Asia is one of the global travel industry’s fastest growing regions, and its compound annual growth rate (CAGR) is behind only China and India in the Asia Pacific region. Online travel agencies (OTAs), media and information platforms, investors, startups, low-cost carriers and hotels are all attracted to the region for its vast opportunities for growth and competitive advantage. Southeast Asia, along with its growing economy, also has a burgeoning middle class eager to travel, both domestically and internationally.  With this blossoming travel demand, understanding how to influence the Southeast Asian traveler will be crucial.

 

 

10:15-10:45 NETWORKING BREAK

Enjoy local tea, coffee and snacks, and other local delicacies prepared by students of Sandan Restaurant in Sihanoukville, who will do cooking demonstrations during the networking breaks. Delegates can interact with the students with a unique opportunity to learn their stories, and vice versa. TREE Alliance training restaurant Sandan is an initiative of Cambodian NGO M’Lop Tapang. TREE is a global alliance of training restaurants working to build futures for former street youth, marginalized young people and adults which was created and is powered by Friends-International, a leading social enterprise saving lives and building futures of the most marginalized children and youth, their families and their communities in South East Asia.

 

 

10:45-11:10 MARKETING TO CHINESE CONSUMERS

Speaker: Lucy Peng – Manager, Tang Dynasty Tours (China)

Presentation

With its massive population and exciting business opportunities, China attracts a lot of foreign companies. Those foreign companies want to get in on the digital wonders the Chinese market represents. With more than 688 million users in 2016 and a vibrant social media scene, a well-thought digital marketing strategy can do miracles. As the second largest economy in the world, Chinese netizens intend to travel in 2015 and beyond, with 51 percent planning to take three trips or more this year, according to an online survey by Ctrip.com, the leading Chinese online travel agency (OTA). Therefore, it is of absolute importance that travel and tourism brands entering the Chinese market take the time to learn how to successfully connect with Chinese consumers through social media, as more than 80% of Chinese travellers research and educate themselves about destinations and brands online..  Although many social media strategies work across global markets, China deserves a targeted approach because of its unique social media landscape. How can you develop a relevant online presence in China from website to social media, what role do platforms like Weibo and Weixin play, and how to engage with KOLs (key opinion leaders, or Chinese influential bloggers)? The China Social Media Session will help companies understand how to reach and connect with “the new Chinese tourist” and affluent consumers, by leveraging the complex social media landscape in China.  Delegates will be able to hear about the latest trends in marketing to Chinese consumers, and learn about the rapidly changing and evolving Digital and Social Media Landscape in China.

 

 

11:10-11:30 MARKETING TO INDIAN CONSUMERS

Speaker: Vineet Budki – CEO, Guiddoo (India)

Presentation

The Indian consumer is a tough nut to crack. Companies wanting to enter and win over the Indian consumer market must learn to navigate the bewildering diversity of one of the world’s oldest civilizations: 23 official languages, a thousand dialects, and a multiplicity of faiths, castes, culinary tastes, climatic conditions and cultural orientations necessitate careful micro-segmentation, something increasingly entrepreneurial local businesses are skilled at. At the same time companies must cater to the rising, educated and aspirational middle class that cuts across these boundaries. And if that weren’t complicated enough, increasing urbanization, disposable income, global exposure and smartphone penetration are leading to changing consumer lifestyles and behavior, creating major opportunities and challenges for domestic and international companies. The upside is tremendous: With rising income levels and spending among 1.29B consumers, India is poised to become the world’s fifth largest consumer market by 2030. India is, quite simply, too big to ignore.
The session highlights how businesses can become nimble in learning from and responding to the market, and “think national, but act local” to meet the needs of India’s aspiring middle class.

 

 

11:30-11:50 DIGITAL & CONTENT STRATEGY OF MEKONG TOURISM

Speaker: Jens Thraenhart – Executive Director, Mekong Tourism Coordinating Office

Presentation

Aligned to the Experience Mekong Tourism Marketing Strategy and Action Plan 2015-2020, the MTCO has developed a digital platform to engage with the public and private sectors of the travel and tourism industry. Part of the digital toolset belong an e-library, as well as the Contributor Program. Later this year, the launch of the #MekongMoments Social Media campaign is planned, giving the unique opportunity for organizations of any kind and size to make the campaigns theirs and co-brand to promote the GMS. Learn in this session how to engage with the new tools, initiatives, and programs, that have been developed to increase awareness of the GMS and promote responsible tourism development.

 

 

11:50-12:20 PANEL: LEVERAGING DIGITAL MARKETING TO PROMOTE THE GMS

Moderator: Jens Thraenhart – Executive Director, MTCO

Panel:

  • Visothy So – Undersecretary of State, Ministry of Tourism Cambodia
  • Rajitha Dahanayake – CEO, E-Marketing Eye Sri Lanka
  • Naidah Yazdani – Asia Director of CF Mekong River cruises by Croisi Europe
  • General Manager, Hotel Siem Reap

 

Successfully promoting the GMS as a single tourism destination requires the participation and engagement of organizations of any kind and size. The Mekong Tourism digital platform developed over the past two includes tools and programs that encourage individuals and businesses to engage and collaborate.

This ad hoc panel surprise moderator will randomly pick panellists to discuss and debate how collaboration can be achieved in the most creative and efficient manner in order to achieve economies of scale, and buzz.

 

 

12:20-12:30 CLOSING OF MEKONG TOURISM DIGITAL BOOTCAMP

 

 

12:30-14:00 LUNCH

 

 

14:00-16:30 MEKONG TOURISM SECTOR STRATEGY OPEN FORUM

Facilitator: Professor Walter Jamieson – ADB Consultant

Presentation

Speaker: Jens Thraenhart – Executive Director – MTCO

Presentation

In 2004-2005, at the request of the GMS TWG and with the support of the Asian Development Bank (ADB), a GMS Tourism Sector Strategy (GMS TSS) was formulated. The strategy envisioned the GMS as a single destination, with strong focus on culture, nature and adventure. The intention of the strategy was to inspire not only the governments of the subregion, but also all its stakeholders, particularly in the tourism industry, to promote a sustainable development of tourism, respectful of its people, and cultures, enhance and protect its unique natural and cultural heritage, and fostering poverty alleviation schemes. Finally, the strategy delivered a truly unique Mekong brand of tourism that showcases the subregion’s incomparable beauty, diversity, and spirit, and brings its people a better quality of life.

We invite travel and tourism executives to join the Mekong Tourism Sector Strategy Open Forum to brainstorm how the tourism strategy foundation for the next 10 years should be set.

 

 


 

 

Day 2:

 

9:00-10:00 MTF 2016 OPENING CEREMONY

> Cultural Wishing Dance Performance

> Opening Speeches by:

– HE Yun Min – Governor of Sihanoukville
– Jens Thraenhart – Executive Director, MTCO (Speech)
– HE Dr. Thong Khon – Minister of Tourism, Royal Government of Cambodia (Speech)
– Video Message by UNWTO Secretary General Dr. Taleb Rifai

> GMS Ceremony – Flag Parade

 

 

10:00-10:30 NETWORKING BREAK

Enjoy local tea, coffee and snacks, and other local delicacies prepared by students of Sandan Restaurant in Sihanoukville, who will do cooking demonstrations during the networking breaks. Delegates can interact with the students with a unique opportunity to learn their stories, and vice versa. TREE Alliance training restaurant Sandan is an initiative of Cambodian NGO M’Lop Tapang. TREE is a global alliance of training restaurants working to build futures for former street youth, marginalized young people and adults which was created and is powered by Friends-International, a leading social enterprise saving lives and building futures of the most marginalized children and youth, their families and their communities in South East Asia.

 

 

10:30-11:00 KEYNOTE SPEECH

Speaker: Professor Geoffrey Lipman – Director of Greenearth.travel & President of ICTP

Presentation

How can the Mekong Region compete as an authentic experiential tourism destination in a competitive world?

Professor Lipman will frame authenticity in the context of sustainability – and vice versa.  Referencing detailed research and volumes on “Green Growth & Travelism (the Travel &Tourism supply chain), he will underscore that without a Green Growth Strategy that encompasses the UN 2030 Sustainable Development Goals and the Paris 2050 Climate Resilience framework even the most authentic experiences, products and destinations will be under severe threat. He will show how the SUN Program will provide tools to support such a strategy at regional, national and local levels.

 

 

11:00-11:45 KEYNOTE PANEL

Moderator: Professor Geoffrey Lipman – Director of Greenearth.travel & President of ICTP

Panel:

  • Sounh Manivong – Director General of Tourism Planning, Ministry of Information, Culture and Tourism – Lao PDR
  • Vu Nam – Deputy Director General Tourism Planning – Viet Nam National Tourism Administration (VNAT)
  • Hoy Phireak – Deputy Director General Tourism – Ministry of Tourism Cambodia

 

How can the Mekong Region compete as an authentic experiential tourism destination in a competitive world? The expert panel will discuss some of the key opportunities and challenges for the region in reconciling the increasing demand for authentic tourism experiences and the necessity for ensuring inclusive and sustainable development.

 

 

11:45-12:00 10 YEARS OF THE MEKONG TOURISM COORDINATING OFFICE

Moderator: Professor Walter Jamieson – ADB Consultant

 

While we celebrate the 10-year anniversary of the MTCO, a reflection and review what has been achieved and accomplished by the Tourism Working Group of the six GMS member countries and a look forward to the future role of the MTCO in supporting a competitive and sustainable tourism sector for the region.

 

 

14:00-14:30 KEYNOTE: EXPERIENTIAL TOURISM

Speaker: James Dion – Sustainable Tourism Program Manager, National Geographic – Maps

Presentation

James Dion will provide an in-depth exploration of the essence of experiential tourism. In an increasingly globalized and homogenized world travellers are actively seeking authentic experiences.

Arguably the most significant, systemic trend in worldwide tourism today is the demand for “experiential travel,” typically meant to convey the idea of more immersive, local, authentic, adventurous and/or active travel.  When travelers engage with locals, they’re creating their own personal experience leading to new discoveries. Our most cherished travel memories often revolve around the people we meet and moments of serendipitous fortune. Social media is much more than a marketing tool. It is a wholly integrated part of the travel experience, with infinite possibilities to engage consumers and locals, and create unexpected moments along the journey. The Mekong Region is made up of a mosaic of micro experiences, that when curated, collected, and showcased, can define the brand positioning of the region and shape the perception which may motivate consumers to experience the destination.

 

14:30-15:15 KEYNOTE PANEL: TRAVEL EXPERIENCES IN THE GMS

Moderator: Willem Neimeijer – Chairman, Yaana Ventures & Khiri Travel

 

Panelists: 
– Kyi Kyi Aye – Senior Tourism Advisor, Myanmar Tourism Federation
– Sokun Chanpreda – CEO, HMD Asia (Presentation)

– Rory Hunter – CEO, Song Saa Resort Travel
– Inthy Deunsavan – CEO, Green Discovery Laos & Inthira Hotels

 

Our expert panel will discuss what the region has to offer in terms of experiential travel and what can be done to enhance the experiential travel as a means of meeting consumer demand, supporting local development and ensuring sustainability. Can experiential tourism provide the best that the region has to offer?

 

 

15:15-15:45 NETWORKING BREAK

Enjoy local tea, coffee and snacks, and other local delicacies prepared by students of Sandan Restaurant in Sihanoukville, who will do cooking demonstrations during the networking breaks. Delegates can interact with the students with a unique opportunity to learn their stories, and vice versa. TREE Alliance training restaurant Sandan is an initiative of Cambodian NGO M’Lop Tapang. TREE is a global alliance of training restaurants working to build futures for former street youth, marginalized young people and adults which was created and is powered by Friends-International, a leading social enterprise saving lives and building futures of the most marginalized children and youth, their families and their communities in South East Asia.

 

 

15:45-16:15 PANEL: KEEPING AUTHENTIC EXPERIENCES ALIVE

Moderator: Joe Cummings – Editor-at-Large, Talisman Media

Panelists: 
– Dr. Ashley Brooks – Land Use Specialist, WWF Tigers Alive Initiative
– John Roberts – Worldwide Conservation Director, Anantara Hotels, Resorts
– James Sutherland – Communications Coordinator – Friends International
– Seila Samleang – Executive Director – APLE Cambodia

 

From children to wildlife, such as elephants and tigers – the Mekong Region makes up of authentic experiences that many times involves children and animals that require protection, not to be exploited but also to ensure keeping these experiences preserved for generations to come. Legendary Lonely Planet Author Joe Cummings will shed light on these issues with an expert panel comprised of WWF and Anantara, as well as Aple Cambodia and Friends International.
16:15-16:30 UNWTO REPORT: MEKONG RIVER-BASED TOURISM PRODUCT DEVELOPMENT
Speaker: Douglas Hainsworth – ADB Consultant

Presentation

The Workshop on Mekong River-based Tourism Development was held in Da Nang City, Viet Nam on 19th November 2015, in the framework of ASEAN – UNWTO tourism cooperation on river-based tourism development in ASEAN region, coordinated by Vietnam National Administration of Tourism (VNAT) – Ministry of Culture, Sports and Tourism who hosted the Workshop.

The key findings of the on-going UNWTO study on the Mekong River-based Tourism Product Development will be presented by the UNWTO consultant.

The Report can be downloaded at:  http://www.mekongtourism.org/mekong-river-cruise/

 

 

 

16:30-17:00 PANEL: RIVER CRUISE PRODUCT DEVELOPMENT

Moderator: Douglas Hainsworth

 

Panelists: 
– Naidah Yazdani – Asia Director of CF Mekong River cruises by Croisi Europe
– Maarten Perdok – Managing Director, Heritage Line

– John Boyd – Director, Pandaw Cruises

 

The relatively untapped potential of cruising the Mekong River for travel experiences will be discussed with a focus on what can be done to develop products that will highlight the defining tourism asset in the region; the mighty Mekong River.

 

 

 

17:00-17:30 GIZ “DESTINATION MUTUAL BENEFIT” – BUILDING THE CASE FOR INCLUSIVE TOURISM

Speaker: Sarah Schwepcke – Southeast Asia Lead Responsible and Inclusive Business Hubs (RIBH), GIZ

Presentation

The mutual benefit approach to tourism development seeks to include local development objectives in business development plans. Through this approach local people become active partners in their own development with conscientious tourism businesses who in turn can provide richer experiences for the customers. This session will showcase lessons learned from tourism companies that have made their business more experiential yet more inclusive and sustainable.

 

 

17:30-17:45 SUMMARY: AUTHENTIC EXPERIENCES ALONG THE MEKONG RIVER

Speaker: Professor Walter Jamieson – ADB Consultant

 

Professor Jamieson will provide a summary of the key points and issues revealed in the broad range of presentations and discussions of the day.

 

 


 

 

Day 3:

 

9:00-9:15 MEKONG TOURISM INVESTMENT SUMMIT

For the second time, the Mekong Tourism Investment Summit at MTF will look at opportunities and challenges when it comes to investing in the Greater Mekong Subregion – from infrastructure, aviation, hospitality, and sustainability.

 

 

9:15-9:40 VIEW FROM THE TOP: INVESTMENT TRENDS IN THE GMS

Speaker: Dr. Watcharas Leelawath – Executive Director, Mekong Institute

Presentation

Availability of capital, incentives and restrictions, changing market demands, emerging destinations, what does all this mean for the future of tourism growth in the Mekong Region? Dr. Watcharas Leelawath, Executive Director of the Mekong Institute will help provide the answers

 

 

9:40-10:10 PANEL: INFRASTRUCTURE INVESTMENT IN THE GMS

Moderator: Dr. Watcharas Leelawath – Executive Director, Mekong Institute

 

Panelists: 
– Luzi Matzig – Chairman, Asian Trails

– Thourn Sinan – Chairman, Cambodia Tourism Federation & CEO, B2B Travel

– Jens Thraenhart – Executive Director, Mekong Tourism Coordinating Office

An in-depth discussion on how issues such as visa regulations, border crossing changes, airport developments, and investment policies and incentives are influencing the development of the Mekong Region’s tourism sector.

 

 

10:10-10:30 NETWORKING BREAK

Enjoy local tea, coffee and snacks, and other local delicacies prepared by students of Sandan Restaurant in Sihanoukville, who will do cooking demonstrations during the networking breaks. Delegates can interact with the students with a unique opportunity to learn their stories, and vice versa. TREE Alliance training restaurant Sandan is an initiative of Cambodian NGO M’Lop Tapang. TREE is a global alliance of training restaurants working to build futures for former street youth, marginalized young people and adults which was created and is powered by Friends-International, a leading social enterprise saving lives and building futures of the most marginalized children and youth, their families and their communities in South East Asia.

 

10:30-11:00 PANEL: HOTEL INVESTMENT IN THE GMS

Moderator: Paola Ornelli-Bock – Vice President, HVS

 

Panelists: 
– Vishal Daga – Director Development, Six Senses Resorts and Spas
– James Kaplan – Senior VP Development, Minor Group

– Victor Pang – VP Development Thailand, Cambodia, Laos, Myanmar – Accor Hotels Asia Pacific

– Sokun Chanpreda – CEO, HMD Asia (Presentation)

– Rory Hunter – CEO, Song Saa Resort

 

Access to capital, policies and incentives, changing market demands these and other issues are changing the hotel investment landscape of the GMS. The expert panel will bring the key issues into focus.

 

 

11:00-11:20: APPLYING STANDARDS TO SUSTAIN EXPERIENCE DELIVERY

Speaker: Randy Durband – CEO, Global Sustainable Tourism Council (GSTC)

Presentation

Setting and applying standards is a proven approach to ensure excellence in policy formulation and implementation. Sustainable tourism management for both the public sector in managing destinations and the private sector in managing their service-oriented operations requires the roadmaps provided by standards. But the value of standards goes well beyond planning. They are valuable tools for measuring and monitoring effectiveness and development progress. The GSTC Criteria are global baseline standards that serve as a framework for national and regional standards.

 

 

11:20-11:40: MEKONG GREEN ACCOMMODATION TRENDS

Speaker: Eric Ricaute – CEO, Greenview

 

Consumer demand for environmentally responsible, or “Green”, accommodation is increasing, and accommodation providers need to react.  The Green Lodging Survey is the lodging industry’s annual exercise to assess and catalyze green innovation, best practices, and awareness regarding the state of sustainability across hotels worldwide. Updated annually, the Green Lodging Survey helps discover innovative hotel efforts that should be recognized and can benefit peers, and shows what’s trending each year.  This session will highlight some of the best practices and give green accommodation trends from the Greater Mekong Subregion, taking from the overall Green Lodging Survey. Mr. Eric Ricaute will demonstrate how providing green accommodation is not only responsible, but also profitable.

 

11:40-12:20 PANEL: AIR CONNECTIVITY IN THE GMS

Moderator: Don Ross – Editor, TTR Weekly

 

Panelists: 
– Peter Wiesner – Advisor, Bangkok Airways (Presentation)
– Desiree Bandal – Director ASEAN Affairs, Air Asia

– Captain Woranate Laprabang – CEO, Thai Smile Airways (Presentation)

 

The growth of local carriers coupled with the increasing demand for intra-regional travel is presenting new challenges and opportunities for the GMS. What needs to be done to ensure that the region’s air connectively adequately address these issues?

 

 

14:00-14:30 MEKONG FOOD TOURISM SEMINAR: INTRODUCTION

Speaker: Jens Thraenhart – Executive Director, Mekong Tourism Coordinating Office

Presentation

Countries around the Mekong are offering some of the most fragrant cuisines of the world. Over the years, gastronomy is turning into a serious activity. As governments recognize cooking as a national cultural asset, national dishes have been promoted in each GMS country. But it also fostered a new mindset in the private sector: talented chefs are offering specialties in high class restaurants, cooking courses are offered to travellers and programs are also in places earmarking national dishes or restaurants proposing a choice of national dishes. This session will give highlights of the initial Mekong Food Tourism White Paper and will give a summary of the Food Tourism Marketing Workshop at MTF 2015.
 

 

14:30-15:00 INTRODUCTION TO FOOD TOURISM

Speaker: Walter Jamieson – Professor and Director, Service Innovation Program, College of Innovation, Thammasat University

Presentation

The global traveler has a passion for food, from the North America to Asia and beyond.   In recent years, Food Tourism has grown considerably and has become one of the most dynamic and creative segments of tourism. Both destinations and tourism companies are aware of the importance of gastronomy in order to diversify tourism and stimulate local, regional and national economic development. Furthermore, Food Tourism includes in its discourse ethical and sustainable values based on the territory, the landscape, the sea, local culture, local products, authenticity, which is something it has in common with current trends of cultural consumption. This session will highlight global as well as regional and national food tourism related issues, stakeholder management models and the positioning of food within the tourism economy.

 

15:00-15:30 FOOD AS A TOURISM EXPERIENCE

Speaker: Luu Meng – CEO, Almond Group

Presentation

Cambodia’s only Master Chef Luu Meng will give an insight how his experience has given him opportunities to bring Khmer culture to the world to inspire travellers via authentic food experiences.

 

 

15:30-16:00 NETWORKING BREAK

Enjoy local tea, coffee and snacks, and other local delicacies prepared by students of Sandan Restaurant in Sihanoukville, who will do cooking demonstrations during the networking breaks. Delegates can interact with the students with a unique opportunity to learn their stories, and vice versa. TREE Alliance training restaurant Sandan is an initiative of Cambodian NGO M’Lop Tapang. TREE is a global alliance of training restaurants working to build futures for former street youth, marginalized young people and adults which was created and is powered by Friends-International, a leading social enterprise saving lives and building futures of the most marginalized children and youth, their families and their communities in South East Asia.

  

16:00-16:30 POSSIBLE STRATEGIES AND APPROACHED FOR FOOD TOURISM IN THE MEKONG REGION

Facilitator: Professor Walter Jamieson – Professor and Director, Service Innovation Program, College of Innovation, Thammasat University

Small group discussions, which would provide a brainstorming opportunity to identify possible strategies and approaches for use in the Mekong. Each group will create a report that will recap their session. The results of the small group discussions will be summarized in a mind map.

 

16:30-17:00 PANEL: LEVERAGING FOOD TO POSITION THE GMS

Moderator: Professor Walter Jamieson – Professor and Director, Service Innovation Program, College of Innovation, Thammasat University

 

Panelists: 
– Luu Meng – CEO, Almond Group (Cambodia)

 

 

The Mekong region couldn’t be better placed to satisfy the need, and position the region as a multi-country, must-visit tourism destination. Especially due to the fact that agriculture and tourism are vital pillars of the region’s economy, from local street food to rising celebrity chefs, from bustling markets to picturous rice fields. Against this background, food tourism has gained increasing attention over the past years. Tourists are attracted to local produce and the many destinations are centering their product development and marketing accordingly. With food so deeply connected to its origin, this focus allows the GMS to market itself as truly unique, appealing to those travelers who look to feel part of the destination through its flavours. The expert panel will feature innovators and pioneers from the GMS as well as tourism practitioners that have promoted culinary experiences as part of their core products and services. The discussion will focus on the opportunities and challenges to develop and promote unique culinary experiences in the GMS.