Destination’s development action plan

DESTINATION’S SITUATIONAL ANALYSIS S Vietnam - The world's leading heritage destination at the World Travel Awards 2022 + Opportunities Expanding market,attracting investment capital

DESTINATION’S DEVELOPMENT ACTION PLAN

DESTINATION’S SITUATIONAL ANALYSIS

TOURISM DESTINATION’S VISION

TOURISM DESTINATION’S MISSION STATEMENT

TOURISM DESTINATION’S TARGET MARKETS

1 Analyze the tourism destination’s market

TOURISM DESTINATION’S POSITIONING STATEMENT & LOGO

TOURISM DESTINATION’S DEVELOPMENT ACTION PLAN

DESTINATION’S SITUATIONAL ANALYSIS

(S)

Vietnam - The world's leading heritage destination at the World Travel Awards

2022

+ Opportunities

Expanding market,attracting investment capital from developed countries in the world

Exploiting a variety of types

in the tourism industry policies and

support employees Covid-19 - Threats

popular and choose services

easily while also meeting their needs

accurate, flexible website system

More opportunities to

attract customers

- Build a website system to book tours, book, buy, and get schedules online

- Offer visitors the ability to book rooms and request additional amenities through your website

Make it easier for service providers to reach

Strengthening the linkage and

customers trust between

customers and businesses

Identification - Threats

technology Requiring that the staff | Da Lat needs to

have advanced levels to | Carefully control the technologies | preparation

" ——— and training Personal information is

courses for staffs

to achieve success Economic Focus on + Opportunities

to attract tourists and make Da Lat an attractive destination for investors

promoting the development of the tourism industry, making tourism a key economic sector

- Create an effective investment environment, focus and focus investment, create long- term investment peace

- Increased investment in

- Threats

Popular destinations are

in overdrive, increasing the risks to the visitor experience

- Promote the development of transport infrastructure, accommodation facilities, amusement parks, and construction

- Develop new tourism products

in line with trends

The customer market of each service business will become less than in the past

Suggest newly developed destinations and services to suit the needs of tourists

+ Opportunities

Protect ecosystems,

improve landscapes, respond to climate change and support economic development - Use the mixed

species model to grow many varieties of

Enhance green space in public areas, improve air pollution in residential areas and large urban areas; contribute to mitigating and responding to phenomena caused by climate change such as desertification, salinization, soil erosion

plants, not just trees

- Develop regulations on penalties for acts

of causing environmental pollution; propagate and educate the community to keep the ecological environment clean to increase the value of the environmental landscape

- Maintain security and social order in tourist areas to ensure a good social environment for tourists

- Threats

with many objections because it focuses on - Prioritize

planting and exploiting exotic species such as eucalyptus and acacia over ensuring food security for the people

native plants to have a high growth rate, in accordance with the biodiversity planning of Da Lat

- It is necessary

to develop a strategy on environmental protection in tourist areas with specific plans for planting and protecting trees

+ Opportunities

A golden opportunity to restore the economy after 2 years of fighting the Covid-19 epidemic

Bring new job

opportunities to employees Creating

conditions for people and tourists to visit and travel in the new normal after the COVID-19 pandemic, thereby gradually recovering the

Facilities, tourism - Enterprises service infrastructure,

vehicles, technical equipment have not been used, maintained, and maintained for a long time, but now have deteriorated

The policies of discounts, promotions, and stimulus to attract tourists have become a burden for tourism businesses and service providers, which are already exhausted due to the epidemic, now have

to try to reduce prices, when all costs have all increased, especially fuel and labor prices

actively seek and access resources

to support recovery, preferential packages for financial investment capital, renovate and upgrade infrastructure, vehicles, technical equipment, and training human resources and propaganda, promotion, tourism promotion

- The Government should have policies to support the

tourism industry

in renovating and upgrading infrastructure, materials and techniques

STAGE 1: COMPETITOR DEFINING

Dao Bang | Giang Chau

1 | Top 10 source market 3.5 4.5 3 4 4 4

source market

3 Products and 5 4.5 3.5 4 3 3 experiences promoted

targeted

5 Average annual 4 3 3.5 3 3 3

growth past 5 years

After finding information about tourist destinations, we came up with 6 locations for analysis With scores in order from low to high on the evaluation scale, our team has selected 3/6 locations considered competitors of Da Lat: Sapa, Tam Dao and Moc Chau

STEP 2: COMPETITOR ANALYSIS

Statistic in 2022

TOURISM DESTINATION’S VISION

“What change do you want to see in your destination?”

Inter-provincial and interprovincial transportation infrastructure has been invested, upgraded and completed on many routes, expanding international flight routes in the coming time Resolve tourism environment issues that affect the Da Lat tourism brand,

or tourism activities that cause offense and overshadow the style of "Da Lat people are humane - gentle - hospitable" Research is needed to protect and promote the values of relics, paying attention to the creative values of businesses that create spiritual and cultural characteristics for Da Lat

“What is the prospect of developing tourism in your desired destination?”

Not only beautiful, poetic and fresh, Da Lat in the future must be a safe, friendly and high-quality destination The goal of high-quality tourism is not simply to reasonably meet tourists' needs for products and services; but must set criteria to reach high-end services and products, truly becoming a national, regional and world tourism brand In addition to taking care of developing tourism infrastructure, localities need to increase the scale and quality of tourism supporting professions, human resources to serve the tourism industry, and tourism activities in the tourism industry Secure, safe, modern and sustainable tourism environment

“What is the acceptable level of change?”

As for businesses, companies building facilities need to ensure they do not pollute the environment Acquire new knowledge, integrate but not dissolve in the local community It is possible to develop night tourism but at the same time ensure social safety and security

“What types of tourism should be developed to fit the image of the future destination? Focus on developing advantageous forms of tourism and services such as: eco-tourism associated with afforestation and forest protection; Ecotourism ; tourism associated with sports; Tourism associated with high-tech agriculture Developing cultural and artistic fields; preserve and embellish historical cultural works, promote tangible and intangible cultural values, especially the "Central Highlands gong cultural space" to attract visitors Building tours to visit high-quality tea, vegetable and flower gardens associated with product promotion and introduction; Forming tours and continuous tourist routes

between key tourist areas and localities in the country, creating attractive tourist routes and extending the stay of tourists

=> Vision:

“By 2050, Da Lat will become a center for eco-tourism, high-end resorts and cultural and heritage tourism at national, regional and international levels.”

TOURISM DESTINATION’S MISSION STATEMENT

“What do we do?”

Develop sustainable tourism that brings value to Vietnam's tourism industry Besides, building Da Lat city into a smart city, heritage city, green growth city, comprehensive, sustainable, civilized and modern development

Da Lat city and surrounding areas to 2030, vision to 2050 of the Regional Planning of Lam Dong province to expand space The city's urban and tourism space will build Da Lat into a national center for scientific research, education, training and multi- disciplinary technology transfer Focus on developing Vietnamese human culture, promoting the unique cultural identities of the Central Highlands ethnic groups and regions throughout the country associated with building a "gentle - polite - hospitable" style of people Da Lat"

“For whom we do it?”

- Tourists: Domestic tourists, international tourists

- Local community

- Partners: Accommodation organizations; Travel agencies; Transportations;

“Destination mission statement”

“Our mission is to develop Da Lat to become a smart city, a green growth city and encourage developing sustainable tourism at Da Lat We concentrate on the quality of employee training in the service industry; invest in infrastructure Prioritize preserving Vietnamese human culture, promoting the unique cultural identities of ethnic groups and regions in the Central Highlands throughout the country in association with building the "gentle - polite - hospitable" style of Dao people Da Lat's tourism industry will help diversity the local economy by increasing the contribution of tourism to the region"

TOURISM DESTINATION OBJECTIVE SETTING

Build and develop Da Lat city to become a high-quality, modern, world-class tourist urban area; has specific climate, natural landscape, culture, history and architectural heritage of national, regional and international significance The number of tourists registering to stay increases by an average of 9 - 10%/year; In which international visitors account for 12 - 13% of the total number of guests staying The average stay of tourists is 2.5 days or more Putting into operation projects at Tuyen Lam Lake National Tourist Area and Dai Ninh Lake Tourist Area, including: Dai Ninh commercial, tourism and ecological resort urban area; Dankia - Suoi Vang national tourist area Continue to develop a system of high-class tourist accommodation facilities (3 - 5 star standards); Strive by 2026, the number of rooms meeting high-class standards will reach about 8,000 rooms, accounting for over 25% of the total number of rooms in the tourist accommodation system and over 50% of the total number of rooms meeting 1-5 star standards in the locality city desk Form and replicate 4.0 smart hotel models for the system of high-end 4-5 star hotels in the city Pilot construction and putting into operation 03-05 models of sightseeing, shopping, and nightlife entertainment in Da Lat city Increase the proportion of tourists with high spending ability Diversify domestic and international tourist markets Preserve and enhance local tangible and intangible cultural heritage values associated with tourism activities Prioritize the development of

4 key product groups: eco-tourism associated with sightseeing and culture; resort tourism and entertainment; adventure sports tourism; agricultural tourism Diversify supporting tourism product groups: health care, culinary tourism, spiritual tourism Attract about 15,000 workers directly working in tourism businesses and tourism services; Of which 85% are direct workers through training and fostering in tourism and foreign language skills

The number of registered tourists increases by an average of 11 - 12%/year; In which international visitors account for 15% of the total number of visitors staying The average stay of tourists is 2.7 days or more Hoang Thanh operates key tourist projects: Danika - Suoi Vang National Tourist Area, Prenn Lake Tourist Area, Sa Pung Mountain Tourist Area and a number of large tourism projects Continue to develop a system of

high-class tourist accommodation facilities (3 - 5 star standards); Strive to have about 15,000 rooms meeting high-class standards by 2030, accounting for over 35% of the total number of rooms in the tourist accommodation system and over 50% of the total number of rooms meeting 1-5 star standards in the province Develop and promote the effectiveness of the night economic activity model and replicate it throughout the province Continue to invest and upgrade transportation infrastructure, form a continuous transportation network, connecting tourist areas and destinations with the province's transportation system Applying advanced and modern science and technology to tourism business activities; Effectively exploit the smart tourism utility system Attracting over 20,000 workers directly working in tourism businesses and tourism services; Of which 90% are direct workers through training and fostering in tourism and foreign language skills

TOURISM DESTINATION’S TARGET MARKETS

1 Analyze the tourism destination’s market

Identifying the top 5 markets that send the highest number of tourists to the destination

In 2021, the total number of tourists visiting Dalat is estimated at 1,970,000, down 45.3% over the same period in 2020; Of which, domestic visitors reached 1,953 000 and international visitors reached 17,000

In 2022, Da Lat will welcome more than 7 million visitors Of which, the number

of international visitors is 150 thousand, and 5.5 million registered guests

In the first 8 months of 2023, the total number of visitors to Da Lat resort reached over 4.7 million visitors (save 3 998 000 views), of which, international visitors reached 235,900 visitors (save 240,000 visits) , domestic visitors reached nearly 4.5 million visitors (over 3.7 million visitors)

Tourists mainly come from Ho Chi Minh City and the southern and central provinces of Ninh Thuan, Binh Thuan and Khanh Hoa Most of these tourists travel by private vehicles Here are the 5 most visited markets in Da Lat:

Ho Chi Minh city Ninh Thuan Province Binh Thuan Province Khanh Hoa Province China

* Anlyzing market ,development growth rates of the 5 above markets and their impact

on the tourism development of the destination

Zealand

- Domestic visitors: The southern and South central regions of Vietnam, Ha Noi

period in 2021, an increase of 24.9%

compared to the 2022 plan

The number of international tourists coming to the City in

2022 is 3,465,686, an increase of 100% over the same period in 2021, reaching 99% of the

2022 plan

Total tourism revenue in

2022 is estimated to reach 131,138 billion VND, an increase of 196.4% over the same period in 2021, an increase of 45.7%

compared to the 2022 plan

of Ho Chi Minh City, Lam Dong, and Khanh Hoa helps attract a large number of tourists and increase revenue for Lam Dong in general and

Da Lat in particular

- Inter-regional safe spots with localities such as Khanh Hoa,

Ho Chi Minh City, Binh Thuan, Dong Nai, Quang Nam,

Da Nang, Thua Thien Hue, Nghe An

welcome over 5.7 million visitors, 3.2 times more than the same period last year (including nearly 88 thousand international tourists, 3.7 times more); The "quadrangle" of

Khanh Hoa, Lam Dong, Ninh Thuan and Binh Thuan together develops and exploits tourism potential, including

Da Lat city