Lao tourism ministry calls for stronger promotion in target markets

Phosy Keomanyvong

Laos received 1.3 million tourists in the first three months of this year, an increase of 36 per cent compared to the same period in 2023, with the figures expected to rise further to 3.9 million visitors by the end of 2024.

Deputy Minister of Information, Culture and Tourism, Phosy Keomanyvong (pic), announced this at an event titled “International Seminar on Lao Tourism Promotion”, in Oudomxay province in May.

Phosy said tourism is an important pillar of the economy and is experiencing rapid growth.

“The Party and government place a strong focus on tourism as an important part of the country’s economy. Tourism creates jobs, generates significant revenue for Laos, and spurs the growth of other sectors of the economy.

:At the same time, tourism serves to preserve our traditions, the environment, our history and agriculture, and involves greater cooperation and participation by the general public,” he added.

As part of tourism promotion, the media has played a strong role and acted as a voice for the Party and government in publicising their policies and successes in the development of the economy, enabling the public to gain a greater understanding of the situation.

The media has also been instrumental in promoting Laos’ cultural, nature-based and historical aspects of tourism to ensure the success of the Visit Laos Year 2024 programme.

The meeting in Oudomxay was viewed as a good opportunity for the exchange of views between local and international media, tourism business operators, and other businesses, in order to identify ways to improve the advertising of Lao tourism products and adapt to changes in the local and international tourism markets.

Discussions shone a light on the reality of tourism in Laos, with a focus on the need to attract more Lao and foreign tourists by making travel more convenient, while also generating more income and involving more sectors in economic and social development, including tourism.

To better meet the needs of the domestic and international tourism market, the media will be encouraged to more strongly promote the country’s special attractions and events, and make this information available to tourists.

Phosy said advertising must be relevant to the target market so that Laos’ profile as a tourist destination is raised on the international stage.

“We, the government, business sector, tourism operators and all related parties must be a joint force in cooperation, and support and provide more information to the media so that visitors are better informed of the tourism opportunities in Laos,” he added. - Vientiane Times/ANN

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