Building tourism products for the high-end market

With synchronous and self-contained facilities, FLC Sam Son Eco- tourism Resort Complex increasingly attracts high-end customers.

In recent years, Thanh Hoa has been one of the localities attracting the highest number of visitors in the country. However, competition in tourism development among localities is increasing, creating great pressure on Thanh Hoa in attracting and retaining the high-spending tourist market. Meanwhile, the province's tourism businesses are mostly small-scale, with limited competitiveness, and many units are in the process of adapting to the trend of digital transformation and technological innovation. Although tourism human resources have been trained, because tourism is still seasonal and new human resources are always recruited, they have not really met the development requirements...

In order to gradually improve service quality, reduce pressure during peak season and meet the needs of the high-end tourist market segment, the province pays special attention to attracting investment in high-class resort, entertainment and recreation projects. According to the report of the Provincial Tourism Development Steering Committee, up to now, there have been 76 tourism business investment projects in the province (18 completed projects and 58 projects under implementation), with a total registered capital of about 152 trillion VND. Among them, there are large-scale projects with synchronous service systems, aiming to meet the needs of high-end tourists that have been and are being implemented in key tourist destinations of the province such as: Sea Square and Festival Landscape Axis Project; Ben En high-class eco-tourism, resort and entertainment urban area; Sun Beauty Onsen hot mineral resort urban area; Flamingo Linh Truong marine eco-tourism and resort area and Flamingo Linh Truong project in area B...

Tourism expert Ngo Ky Nam commented: “Thanh Hoa has all the conditions to develop high-end tourism products, but the important thing is that the products must be consistent from infrastructure to services. If we only stop at natural landscapes without an international standard service system, it will be difficult to retain customers with high spending capacity. The current goal is to create products with higher quality, better services, and deeper experience values to be able to compete in the high-end market segment”. This comment reflects the reality of many destinations in Thanh Hoa, although having great potential, they still lack consistency in the organization and development of high-end services.

Currently, in addition to traditional tourism products, Thanh Hoa province has been and continues to effectively exploit sports and event tourism products at FLC Sam Son Eco-tourism Resort Complex; SunWorld Water Park and Sam Son Festival Landscape Axis; entertainment, shopping and health care at Flamingo Ibiza Hai Tien and Anh Phat Hotels & Resorts. In addition, Thanh Hoa has officially put into operation trekking tourism products, with 12 forest walking routes in mountainous districts, focusing on international visitors. The new tourism products have initially attracted the attention of the high-spending customer market, while creating a positive effect on spreading the brand and image of Thanh Hoa tourism.

Along with attracting investment and developing products, the development of a promotion strategy suitable for the high-spending customer segment has also been gradually and effectively implemented. The province has focused on specialized communication channels, organizing promotion programs in high-spending markets such as Korea, Japan and some European countries. In addition, participation in international tourism fairs, organizing famtrips for experts and specialized press are also being promoted to enhance the recognition of Thanh Hoa destination for the high-end customer segment. On the other hand, the management of service quality at destinations, price control, security, safety and environmental sanitation are also focused on by destinations.

It can be said that the strategy of building products for the high-spending customer market is the inevitable and correct direction of Thanh Hoa tourism in the new period. As the living standards and enjoyment needs of the people are increasing, repositioning the tourism brand is no longer a problem for the tourism industry alone, but requires synchronous coordination between levels, sectors and the whole society. If done well, Thanh Hoa will not only increase tourism revenue but also create a "leverage" to develop related fields such as resort real estate, clean agriculture, trade - services and especially positioning the brand and image of the destination "Four Seasons of Fragrance" on the national and international tourism map.

Article and photos: Le Anh

Source: https://baothanhhoa.vn/xay-dung-san-pham-du-lich-cho-thi-truong-khach-cao-cap-254623.htm