Come & Go Vietnam Blog

So finally Vietnam’s tourism authorities have done the right thing and handed over their branding to marketing professionals. The result? A new campaign, logo and slogan, entitled Vietnam – A Different Orient. But is this campaign the great leap forward the country’s tourism industry has been waiting for?

Let’s have a look at that slogan first. A Different Orient. At first glance, it looks like a big improvement on the much maligned The Hidden Charm. The use of words such as “different” and “Orient” evokes the exoticism and otherness of Vietnam, characteristics that are a big draw for many visitors. For anyone used to more developed tourism destinations such as Thailand or Malaysia, Vietnam is certainly different.

But my problem with the slogan is that it doesn’t sound confident enough. Vietnam’s Asian neighbours are not shy about blowing their own trumpets – Incredible India, Amazing Thailand, Malaysia Truly Asia, Cambodia Kingdom of Wonder, WOW Philippines – and whilst the new slogan is less defeatist than The Hidden Charm, it isn’t exactly bursting with positivity. Vietnam is vibrant, exciting, colourful, happy and chaotic, all words that are a lot more inspiring and evocative than just “different”, which can have negative as well as positive connotations.

Worse, the thinking behind the slogan is that most visitors to Vietnam are here for culture and discovery, the kind of marketing mistake that has contributed to Vietnam’s desperately low return visitor rate. Once again, the holidaymaker market – visitors who return to the same destination several times for beaches, nightlife, leisure activities – is being ignored. Thailand has done a great job of tapping into this market to the point that nearly 50% of all visitors return at least once; Vietnam doesn’t see it as a big issue, but it’s a huge one.

Secondly there’s the logo. Unlike the Hidden Charm logo, this is unquestionably the work of professional designers, and it holds its own when positioned next to the logos of other Asian tourism destinations. It’s lively, eye-catching and distinctive, and it will look great on tourism posters, trade show stands, clothing and promotional items. Speaking as a tourism professional who tries to promote Vietnam and regularly attends trade shows, it’s nice at last to have a logo that I can display without embarrassment.

Only one reservation with the logo – its colour. For some reason, it’s largely blue, a colour few people would associate with Vietnam, and it also features splashes of green, purple, yellow and red, as if the designers couldn’t decide on a colour scheme and simply decided to throw in the lot. There is apparently some logic behind this. According to the designers, the blue represents Vietnam’s “deep blue waters”; the green is for the rice fields and forests; the purple is for the symbol of Vietnam, the lotus flower; the yellow is for the colonial architecture (what little of it is left these days); and the red is for the national flag. Now this might make sense to a bunch of branding professionals sitting around a table in a brainstorming meeting, but the average observer is more likely to think “Vietnam’s flag is red…its countryside is mostly green…why is the logo blue?” In a similar vein, the font used in the logo has “slightly curved accents on the characters to reflect the nation’s heritage and cultural history”. Eh? That, I guess, is the drawback to using branding professionals – most of them have lost the ability to think like real people, and assume that when we see a purple line we immediately think of lotus flowers, when what we’re really thinking is “why the hell does this logo have purple on it?”

But despite my reservations, I have to say the new campaign is a significant improvement on previous efforts. It may not capture the vibrancy, chaos and excitement of Vietnam, but it does capture some of the colour and “otherness”, and most importantly, it’s a huge step forward from the somewhat amateurish image of old and is sure to make a large contribution to improving Vietnam’s brand image. It is, after all, “a different Orient”, and that’s why more and more people are coming here.

This article was originally written for Vietnam Economic Forum, and can be read in Vietnamese here.

A couple of months ago I was exhibiting at ITB Asia in Singapore, the region’s biggest travel industry trade show, and the buzz from overseas agents about Vietnam was palpable. Whether it was agents looking to start selling Vietnam as a destination, or established Vietnam experts looking for new partners and products, it seemed like everyone, particularly Australians & Central/Eastern Europeans, wanted a bit of hot Vietnamese action.

And they’re not alone. Vietnam’s foreign visitor numbers hit 5 million this week, against just 3.8 million for 2009. Admittedly these figures are skewed by business travellers and a dramatic increase in expat visa runs caused by this year’s visa crackdown, but nevertheless, any hotelier or tour operator will tell you 2010 has been a surprisingly good year, with 2011 looking even more promising thanks to newly-introduced direct flights from such places as Paris, Warsaw and Vladivostok.

Vietnam’s tourism market is poised to explode, with only three things holding it back. Firstly, there’s the visa situation. I can show up in Cambodia, Thailand or Laos on the spur of the moment and get a visa on arrival. In Vietnam, I can’t. Even the “visa on arrival” in HCMC & Hanoi requires tourists to apply for an authorisation letter in advance, deterring short break tourists and repeat visitors. Certain markets – Russia, Scandinavia, Japan for example – have been given exemptions for 15-day stays and visitor numbers have increased as a result. Extending this policy to certain key markets such as Australia, France, UK & USA would see spectacular results in no time.

Secondly, Vietnam’s tourism marketing is hamstrung by low budgets, a lack of creativity, an unwillingness to outsource the job to marketing experts, and an old-fashioned obsession with cultural tourism. Neighbours such as Thailand and Malaysia have created fantastic, memorable marketing campaigns which, gasp, show foreign visitors having a good time. Vietnam’s marketing suggests little more than a dour boot camp in Vietnamese culture. Also, cultural tourists only tend to visit a destination once, and then cross it off the list. Target holidaymakers and you’ll see an increase in new and return visitors. Vietnam’s tourism market is also pretty unresponsive – Thailand responded to its political problems earlier this year with a marketing charm offensive to limit the damages to its tourism industry; Vietnam, despite being perfectly positioned to capitalise on Thailand’s misfortune, did nothing.

And finally, a quick perusal of the Vietnam forums on Tripadvisor will show you that Vietnam has a very poor reputation amongst tourists for scams, rip-offs and hassle. And it starts at the airports – trying to find an honest taxi driver at Tan Son Nhat is hard enough for locals and expats; it’s next to impossible for wide-eyed first-time tourists. The scamming is the main factor in keeping Vietnam’s return visitor rate in single figures (around 5% at the last count), while Thailand boasts a return rate of nearly 50%.

These three barriers to success are all easy to fix – 15-day visa exemptions for key markets, placing Vietnam’s destination marketing in the hands of experts (ideally those same experts who have worked on successful campaigns for the likes of Malaysia or Singapore), and an organised taxi queuing system at international airports (such as the one at Bangkok’s main airport) – provided the will is there. And if/when they are fixed, Vietnam’s tourism industry will finally sprout wings and take off.

This article originally appeared in the December 2010 issue of The Word

Tourist in Saigon

Once again, the powers that be have announced another competition to design a logo & slogan for Vietnam’s tourism industry, following the much-maligned Hidden Charm campaign. Presumably they have been casting admiring glances at Amazing Thailand and Malaysia – Truly Asia, and hope that the new slogan will act as a silver bullet and turn Vietnam into a major tourism player overnight.

Well, it won’t. Firstly, Thailand and Malaysia have been in the game for over 40 years, and they have the products and the service to back up their slogans. If you’re going to describe yourself as “amazing”, you’d better walk it like you talk it, and Thailand most certainly does. Vietnam, on the other hand, may be an amazing country to visit, but its tourism products are predictable, unchanging and aimed squarely at package tourists who come for two weeks, travel from one end of the country to the other, and never return. You can’t turn that into a slogan, and you wouldn’t want to.

Secondly, slogan-based marketing is old hat in most of Vietnam’s main tourism markets. Whilst local consumers may be attracted by twee, often meaningless slogans such as Delighting You Always, Always Beside You or Enjoy Your Life, western consumers are a bit more cynical and are more interested in quality and content. For too many overseas visitors – the estimated 95% who never come back – the “charm” remains far too well hidden.

Thirdly, Vietnam’s logo, slogan and whole destination marketing policy focus solely on Vietnam, and not on the needs or wants of their target markets. Vietnamese culture alone is not enough to attract visitors, certainly not repeat ones; and there’s no shame in attracting the beach, golf & fun market. Thailand & Malaysia both get this right – their advertising features plenty of local culture, but it also shows foreign visitors having fun. Look for any sign of fun in Vietnam’s tourism marketing, and you’ll find it’s even more well hidden than the charm!

But let’s put cynicism to one side and play the game for a while. What are Vietnam tourism’s strong points? What are the positive things that tourists remember most when they return home? Well, it’s safe; it’s comparatively cheap; the people, particularly in the south, smile a lot; the noise, chaos and bustle are fun for first-time visitors; and it has some of the most stunning landscapes in Southeast Asia. So to sum up, it’s a lively, friendly, cheap, safe and naturally stunning destination for a holiday. That should be the starting point for any logo/slogan campaign. Readers, over to you!

This article originally appeared in the October 2010 issue of The Word

Last week I was invited to be guest speaker at the City Net Events ‘Meeting Point’ networking event, which took place at the Hard Rock Cafe. My subject: Vietnam Tourism 2010 – What’s Hot, What’s Not! - a summary of what’s happening in the country’s tourism industry at the moment based on my own observations and on feedback from customers and web travel forums such as Tripadvisor.

Several attendees have asked me for a summary of my talk so here, in brief bullet-point form, is a recap of some of the key points…

• 2010 is already seeing considerable tourism growth over 2009, though the figures are distorted by the change in visa regulations meaning expats doing their three-monthly visa runs to Cambodia are being counted as tourist visitors
• Vietnam receives around 4m visitors per year – Phuket alone receives the same, while Singapore receives nearly 10m. Why? Better infrastructure, more things to do, they cater for ALL markets rather than just cultural tourists, and most visitors do not require visas
• Around 50% of visitors to Thailand go back a second time. For Vietnam, the figure is around 5%. Why? Scamming/overcharging, visa regulations, unoriginal tour products, characterless hotels, poor infrastructure (3500km of coastline yet not one single yachting marina for example), a lack of entertainment (particularly nightlife), and the focus on cultural tourists, who only tend to visit destinations once
• What tourists like about Vietnam – smiling people, cheap prices, beautiful landscapes, hot weather, great beaches, and a variety of food & drink
• Vietnam has considerable advantages over its neighbours – it is more politically stable than Thailand, has better beaches, shopping and golf courses than Cambodia, and is cheaper and easier to get to than Laos

Hotspots for 2010:

• Phu Quoc – demand is exceeding supply for this beautiful island with its stunning beaches and slow pace of life. But go there quickly before the planned casinos & golf courses destroy its charm
• Vietnamese Riviera – the stretch of coast between Vung Tau & Mui Ne is a hidden gem. Places such as Ke Ga, La Gi & Ho Tram offer genuine peace & quiet, and more resorts are planned
• Con Dao – beautifully unspoilt, some great beaches, national park with loads of wildlife, old French prison camp, and some of the country’s best remaining French colonial architecture. New Six Senses Hideaway opens in early 2011 which will really put the destination on the map
• Mekong Delta – yes, you’ve all been there but as all tour operators copy each other, most tourists only see My Tho/Cai Be/Vinh Long, and maybe Can Tho. Tourists are now starting to explore further, with destinations like Ben Tre, Tra Vinh, Soc Trang, Chau Doc and Ha Tien becoming increasingly popular, as well as an alternative route into Cambodia
• Mai Chau – lots of tourists visit Sapa while Mai Chau is less favoured, despite being a lot closer to Hanoi. Stunning scenery, really friendly people, some genuinely authentic homestays, great food and plenty of activities make this a great place to get away

To close, I put Vietnam’s tourism industry into perspective. Whilst France has had a tourism industry since the 18th century or earlier, Thailand since the 1960s, Malaysia since the early 1970s and Spain since 1975, Vietnam’s tourism industry really began in the mid-90s and so it is still a relative beginner. So given its novice status, it isn’t doing too badly and things will continue to improve!

* Thanks to Thomas De Lange and Tran Ngoc Thanh at City Net Events for inviting me to speak at this event and for their excellent organisation.

The following snippet from an article in today’s Thanh Nien News caught my eye:

According to the Vietnam National Tourism Administration (VNAT), only 30 percent of foreign tourists to Vietnam want to return the country, mainly businesspeople coming to Vietnam to study investment and business opportunities.

But director of VNAT’s Travel Department Vu The Binh said, “The number (of foreign visitors returning to the country) is normal, as tourism is mainly about discovery. So, if you visit one country this year, you want make a trip to another the next year.”

Frightening that someone working in tourism can have so little grasp of the importance of repeat business! The real figure of tourists (NOT businesspeople, who should not be counted as tourists) who do actually return to Vietnam is around 5%, as opposed to 49% for Thailand. There are many reasons for this, but one key reason is that Vietnam only seeks to attract cultural or “discovery” tourists, rather than holidaymakers, whereas Thailand has the sense to attract both.

Tourism isn’t just about discovery. It’s about relaxation, sunbathing, golf, watersports, food, fishing, nightlife, and pretty much any other of life’s pleasures you care to mention. Vietnam can offer all of these things perfectly well, but it sometimes seems as if the powers that be are ashamed of this fact!

To refuse to even acknowledge that the holidaymaker market exists and to settle for such a pitiful repeat visit rate is very, very shortsighted and this, more than any other of Vietnam’s tourism shortcomings, is what is preventing it from competing with Thailand and Malaysia as a major regional player.

Thanh Nien news features an encouraging report on a deal between a local clothing firm and fashion channel FTV to promote Vietnam as a tourism destination.

The quote that stood out for me was:

“Our country has enormous tourism potential with hundreds of resorts which are no less beautiful than those overseas,” Viet said, “So we need to enhance our promotion.”

He said advertising on international television networks was an inexpensive way to tell foreign viewers Vietnam had more to offer than its iconic pho(beef noodle soup) and ao dai (the traditional Vietnamese dress).

Spot on! As I’ve frequently banged on about on this very blog, there is more to Vietnam than the rather staid cultural image currently featured in its tourism marketing – countries like Thailand and Malaysia have marketed themselves very successfully by combining their local culture with beaches, golf and general FUN, so no reason why VN shouldn’t do likewise!

And FTV, kitsch though it is, is a good choice, as it seems to be the default channel for hotel bars across the world, meaning the Vietnam ads will get a lot of eyeballs. Let’s hope the ads deserve them…

Thanh Nien News reports today that Vietnam is being advertised on ten London black cabs, from 3rd September.

Not a bad idea in itself – London taxis cover a lot of miles per day and their advertisements do get noticed. But the choice of images – particularly that of women in ao dai - is not such a good idea. “Hey, they have women in long dresses in Vietnam, let’s go!” I think not.

Further evidence that destination marketing in Vietnam is still tied up with a hidebound notion that culture sells. It does sell, but to a decent sized market of one-off visitors. Too much of Vietnam’s tourism marketing seems to be selling a 2-week boot camp in Vietnamese culture & history.

Look at really successful tourism marketing campaigns, such as Amazing Thailand or Malaysia, Truly Asia – sure, they include images of the country’s cultural icons, but more importantly, they show images of FOREIGN PEOPLE ENJOYING THEMSELVES, four words which are as close to a definition of what tourism should be about as you can get. The Thailand and Malaysia campaigns aren’t just about Thailand and Malaysia, they’re also about YOU the visitor, and that’s something Vietnam isn’t doing well at the moment.

This country has great restaurants, golf courses and beaches, so why isn’t it selling them?