Dynamic marketing

Can Tho has transformed its approach to tourism promotion in a more creative and focused direction. On the basis of Action Plan No. 16/CTr-UBND (December 22th, 2017) on advertising and promoting tourism in Can Tho city in the period of 2018-2020, vision to 2030; Action Plan No. 17/CTr-UBND (November 8th, 2019) on cooperation and association in tourism development with domestic and foreign provinces and cities in line with the development orientation of Can Tho tourism, the city of Can Tho has identified the target market, studied visitors’ demands to have an effective investment and promotion plan. This is a remarkable change over the past 5 years of Can Tho tourism.

Specifically, Hanoi, Ho Chi Minh City are identified as two key domestic markets with the number of visitors accounting for 70-80%. Therefore, Can Tho city participates in two major tourism events namely VITM (Hanoi) and ITE (Ho Chi Minh City) every year. Not only actively connecting with travel agencies to develop appropriate stimulus programs, but Can Tho tourism also promotes local products in more dynamic and direct ways. Many specialties, tourism products, and cuisine typical of each district are displayed and at the promotional booths. People who come to the seminars and promotional booths can enjoy the fresh taste of mango, nipa palm, Burmese grape, mangosteen, rambutan, etc. Moreover, visitors can see with their own eyes the exquisite handicraft products, listen to traditional music like hò (chanty), vọng cổ, cải lương (reformed theater) performed by talented artists. Can Tho tourism has also approached other localities such as Khanh Hoa, Lam Dong, Lao Cai, Quang Ninh, Nghe An, and Hai Phong... through annual promotional programs, and trade fairs. The tourism promotion methods of Can Tho have also become more diversified, from local tourism events to international trade fairs outside the city and abroad. Furthermore, the city has effectively promoted tourism in mass media.

A positive innovation in Can Tho tourism promotion is that the city now focuses on building and systematizing tourist information methodically and professionally through tourism publications. Particularly, the city's tourism industry has published a Code of Conduct - Can Tho Tourism Things to Know and photos of outstanding sceneries in Can Tho city. For the promotion of Can Tho tourism to domestic and foreign tourists, the city has also created tourist guide book, tourist map, travel guide, brochure introducing 10 “must-visit” tourist attractions in Can Tho, cultural and historical relics in Can Tho, tourist gardens & homestays in Can Tho, Can Tho gastronomy, the publication “Can Tho Tourism - The city of rivers”.

These changes gradually help the promotion of Can Tho tourism become more diversified and effective.

Accelerating digital transformation

Promoting the application of information technology in tourism promotion is one of the professional and dynamic solutions since it is quick, safe, and effective, especially in the context of the complicated development of the COVID-19 pandemic. Digital transformation has been promoted in the tourism activities of Can Tho for nearly 3 years when the Smart Tourism project is implemented (The project is one of the important parts of the project to develop Can Tho city into a smart city, period 2016-2025).

On this basis, the Department of Culture, Sports and Tourism of Can Tho city, and the city’s Tourism Development Center have cooperated with VNPT Can Tho to build and deploy the “Smart Tourism Portal and Smart Travel Mobile Application of Can Tho City”. The project uses mobile applications and social networks to promote tourism, thus creating favorable conditions for businesses and tourists to access information. Digitizing tourism databases, building software and applications are capable of developing, expanding, and actively supporting tourism planning and promotion as well as connecting tourism services and products. Accordingly, the tourism portal (https://canthotourism.vn) and a smart travel application on mobile devices called “Can Tho Tourism” are gradually approaching tourists effectively. Specifically, the system allows visitors to look up for information by location such as accommodation, cuisine, tourist attractions, shops, entertainment, big events, and so on. In addition, the application of modern technology such as artificial intelligence, 3D sightseeing, VR (virtual reality) also helps tourists to plan schedules, make quick reservations, locate destinations and intelligently navigate through interactive maps.

Accommodations in Can Tho are recommended to have a QR Code to manage arrivals and departures.

The birth of Can Tho's smart tourism system not only timely captures the trend of using information technology and tourist psychology in the digital age, but also ensures safety, especially in the complicated context of the COVID-19 pandemic. On this basis, the Smart Tourism Portal has the function of connecting managers, residents, visitors, and businesses. This is the official information channel to look up Can Tho tourism information in a complete, accurate, and easy way. The “Smart Tourism Portal and Smart Travel Mobile Application of Can Tho City” provides detailed information regarding location, quality, price, reviews, ratings, tourist attractions, cultural and historical relics, types of services, accommodation, cuisine, shopping, entertainment, recreational areas. Furthermore, the system can also receive feedback, conduct online surveys, collect comments from visitors so that managers can understand the situations, and manage activities based on the database. Up to now, there have been more than 15 million visits to the portal https://canthotourism.vn.  At the same time, the Can Tho portal also connects to 55 other portals in key tourism areas.

The digital transformation in tourism is also one of the solutions that Vietnam's tourism sector is calling on localities to actively implement for safe tourism in the complicated context of the COVID-19 pandemic. Accordingly, the tourism sector of Can Tho city is actively propagandizing and developing the safety standards for coexisting with the COVID-19 pandemic. Specifically, tourist sites and agencies in Can Tho are requested to register for the safe tourism map of the Ministry of Health (antoancovid.vn) and the national safety tourism system of the Ministry of Culture, Sports and Tourism (http://safe.tourism.com.vn), as well as the QR Code to capture the arrival and departure status of visitors. This is considered as the basis for assessing safety locations and the important data when tourists choose a destination. According to statistics from antoancovid.vn, as of June 23rd, Can Tho has 669 safe destinations, and the tourism sector alone has 125 accommodation establishments that have been confirmed as safe spots.

It is certain that innovating methods and contents, increasing investment in the application of modern technology in tourism promotion offer many benefits. Since we not only systematize databases, but we also show professionalism. Furthermore, dynamic marketing and digital transformation also bring the city's tourism to more potential markets and customers.