Diversifying resources - lacking brand positioning
Thanh Hoa is one of the few provinces with the richest tourism ecosystem in the country: From Sam Son sea tourism, Hai Tien, Hai Hoa; to community tourism in Pu Luong, explore the ecosystem with the immense and beautiful lake in Ben En National Park; or historical and spiritual tourism with Lam Kinh complexes, Ho Imperial Citadel, Am Tien, Ba Trieu temple, Dong Co temple...
To prevent Thanh Hoa's tourism products from falling apart, a synchronous strategy is needed, connecting localities under a common brand. The richness of tourism resources is currently causing regions to develop individually and lack coordination. Although Sam Son is prominent, other potential destinations such as Hoan Kiem Lake Citadel, Cam Luong Cave Stream, Pu Luong or Ben En have not been fully exploited.
According to Mr. Tran Van Hai - a community tourism consultant, Thanh Hoa can learn the "One brand - multi products" model of many provinces and cities that have successfully developed tourism.
"P positioning a tourism brand does not mean matching all products. The problem is to have an overarching, consistent image, demonstrating core values, then layering each product line according to specific market groups" - Mr. Hai said.
It is undeniable that the participation of large corporations in recent times has created a significant boost for Thanh Hoa tourism industry such as Sun Group, Flamingo, FLC
In addition, many businesses in the province have boldly invested in community tourism such as Pu Luong Retreat Tourist Area, Pu Luong Natura, Don village homestays, Hieu village... with increasingly professional quality. Many localities such as Ba Thuoc, Thuong Xuan, Quan Hoa (old) have included tourism in the resolution on socio-economic development, showing a change from thinking to action.
Need for a systematic, sustainable strategy
To build a brand for Thanh Hoa tourism, according to experts, a methodical, long-term strategy is needed, with the participation of the State, businesses and the community. The first thing to clearly identify is the core value of Thanh Hoa tourism: Is it a destination of heritage, spirituality and wild nature like Ninh Binh tourism or a Northern resort? Thereby building a professional, consistent and consistent brand identity.
Second, it is necessary to build a chain-based product system, linking the tourism space of coastal - mountainous - plain areas into unified journeys with highlights and diversity without disruption.
Third, the State needs to play a role in creating and supporting transport infrastructure, digital infrastructure, clear planning, reducing administrative barriers to attract investors, while ensuring the principle of sustainable development - not exchanging the environment and culture for short-term growth.
Fourth, it is necessary to enhance the role of local communities in tourism development. People are not only "audiences" but must be "stories", the subject that creates the unique identity of each local tourism product.
Communication work needs to be continuous with many different channels, but must unify one theme, avoid spreading confusion about content...
Mr. Pham Nguyen Hong - Director of the Department of Culture, Sports and Tourism of Thanh Hoa - said that in order to create a tourism brand in Thanh Hoa in the direction of "one brand - many products", there are still many difficulties that need to be resolved.
According to Mr. Hong, the Thanh Hoa tourism industry clearly recognizes the potential and challenges and is striving to build a sustainable and attractive tourism brand. Currently, the province is raising the level of modern tourism, exploiting maximum natural potential, while preserving and promoting traditional values.
