Developing Vietnam’s sea tourism brand

Vietnam has comparative advantage for sea travel, compared to many other regional countries. These values can be used to create special sea tourism products, with national pride. However, income from sea travel is still low in Vietnam, which poses question for the development of Vietnam’s sea travel brand.
Possessing over 3,200 kilometres of coastline, Vietnam has huge potential for sea travel, including various beaches along the coastline, and the diverse ecology. Vietnam also has 2773 islands in the two Spratlys and Paracel archipelagos (Hoang Sa, Truong Sa), which also features thousands years of history. However, Vietnam’s sea travel has not been developed to its potential. There has not been a national strategy for the development of Vietnam sea travel brand. Most Vietnamese travel agents have not been able to define and developed their brand for sea travel. One thing of concern is that many localities along the coastline have their own strategy and rush to unsustainable development, without finding a special identity for sea travel. These contribute to environmental degradation and affect sustainable development.
In regional competition, Vietnam needs a national brand strategy. It is noteworthy that at the international level, many major travel agencies with luxury tours have included Vietnamese sea travel into their products. This is an encouraging signs for Vietnam’s development. However, to have a strong brand for Vietnam’s tourism in general and sea travel in particular, it takes time and efforts. The first thing is that all related agencies and ministries need to sit together to find a common spring board for developing such strategy: they are travel agents, local and national government, and related ministries. The National Tourism Authority need to take the lead in connecting the efforts of related parties and managing the national brand.
There are two important assets to build the sea travel brand. The tangible assets are the sea, beaches, and travel products in general, while the intangible assets are the characteristics of the Vietnamese people. Tourists need to have peace of mind to really feel the atmosphere and scenery of Vietnam.
There are many other aspects that can be included in the national brand strategy, which have been recognised world wide, such as the Ha Long bay, Phong Nha – Ke Bang national park, ancient capital of Hue, Hoi An ancient town and many other relics. They all need attention for upgrade. At the same time, the skills of tourism managers and businesses need to be improved so that they can keep the brand promise. The skills and professionalism are reflected through the quality of tourism products, promoting the products and managing the products which should have competitive advantage. However, investment for the development of tourism has not matched its potential, and it is difficult to ensure good products with low investment. The government need to watch this carefully to ensure a good national brand that can stand in the regional and international market.
Efforts are needed to build Vietnam’s national brand, based on the competitive advantage that Vietnam already posses. More and more are needed to overcome the difficulties lying ahead.