Various measures taken for tourism promotion
In the first half of 2018, Ha Noi welcomed over 13 arrival million of international travelers, of which 3.07 million of international visitors. The number of international visitors increases by 26%. This is the significant progress of tourism industry, which is outcome of many factors including proper promotion policies. Ha Noi launches portal, organizes a number of workshops and attends tourism promotion activities. A celebration is organized annually to welcome the first visitors of the year to Ha Noi; the event is popularized widely, and introduces a good image of the city to intentional tourists. Ha Noi also holds a number of cultural exchange activities in association with tourism development, such as Japanese Culture Exchange Festival and European Day. The municipal Department of Tourism attends Vietnam International Travel Mart 2018 as well as international fairs.
Apart from the conventional activities, Ha Noi makes a progress by signing a deal with CNN in December of 2016 to promote the city’s image. This is the first time Ha Noi implements such cooperation deal with an international channel with billions of subscribers. Accordingly, in framework of the strategic cooperation program in the 2017-2018 period, CNN shall broadcast promotional videos on television with themed videos on CNN.com, articles on Facebook, Twitter and advertisement banners. The videos are broadcast in the key markets of Viet Nam, such as Asia-Pacific, Europe, North America and East Asia.
Significant effectiveness of the promotional videos
According to CNN statistics, 56 videos of Ha Noi are broadcast in 2017. CNN also launches promotional campaigns on television, website, Facebook and Twitter, contributing the introducing a vivid image of Ha Noi which touches people’s heart. According to Director of Ha Noi Department of Tourism Nguyen Duc Hai, so far, CNN and Ha Noi have completed the first phase of cooperation. After reviewing performance in 2017 and 2018, the city will continue cooperation with CNN further in the period of 2019 to 2020.
According to survey of BDRC Continental in 2017, 62% of interviewed CNN viewers know the campaign on promoting Ha Noi tourism, 43% remember the advertisement on television, 43% remember the advertisement on social networks, 41% recognize the videos of Ha Noi, and 59% remember content of the advertisement. Remarkably, 93% of interviewed audiences agree that the advertisement show them the image of Ha Noi as an interesting tourist attractions with lots of historical and heritage sites. 92% agree that Ha Noi has a lot of exciting tourism activities, and consider the city as an attractive destinations for their holidays. Furthermore, frequent viewers of CNN are more likely to visit Ha Noi in comparison the non-frequent viewers of CNN (17% and 11%, respectively).
Thanks to the effectiveness, Ha Noi’s promotional program on CNN was recognized as the best marketing campaign by Tourism Promotion Organization for Asia Pacific Cities (TPO) forum in Ho Chi Minh City recently.