NGHI i N c u u
Phat tri^n du lich MICE a Singapore va bai hoc cho Vifet Nam
E)ao Thi Kim Bien Truong Cao dang V&ih PhQc
Du Ijch MICE Ii mdt loai hinh du Ijeh khi mdi me vi dang ngay cang phat tridn rit manh me.Singaporemdt qudc dio nhd be vdi rat it e i c didu kidn dd phit trien du lieh, tuy nhidn hp da rit thinh cdng trong vide tip tmng cho phan khiic du Ijch MICE, Bii vidt kbii quat nhiing thanh tuu vi bii hge kinh nghidm ciia Singapore trong phit tridn lo^i hinh du lieh MICE, tii do neu ra mdt sd dinh hudng eho phit tridn loai hinh du lich niy o Viet Nam trong thdi gian tdi.
1. Thanh tini trong phat trien du lich iVIiCE v Singapore '
Theo xdp hang toan ciu nam 2015 eiia Lien hiep cac Hiep hgi Qud'e td, (Union of International Associations — UlA) va Hiep hdi Hdi nghi vi Hdi thio Qud'e td (International Congress and Convention Association - ICCA), Singapore vin ludn giii dugc vj thd la thanh phd din diu the gidi ve to chiic cac hdi nghi qude td trong tim nam lien tiep va dung dau eae thanh phd d chau A - Thai Binh Duong trong bang xdp hang cua ICCA trong 13 nam lien tidp. Vdi dan sd khoing 5,7 tridu ngudi, Singapore duge coi la noi cd mat do dan sd day dac nhat thd gidi, Tuy nhien, tai Singapore luong khach du Ijeh ludn gip ddi sd dan ban dja (nam 2012 din sd qude gia nay ehi cd khoang 5 tridu ngudi nhung lugng khieh du hch qudc te Idn tdi hon 10 trieu du khach). De tro thanh mdt trong nhung noi din dau the gidi ve phit trien du lieh MICE, Singapore da xay dung duge mgt he thdng co so ha ting tuyet vdi, ddng thdi cd chidn luge rit ro rang trong viee phat trien loai hinh du lich nay.
Sau nhung inh hudng bdi cudc khiing hoang tai chinh tidn te chau A nam 1997 - 1998 va djeh SARS nam 2003, du Ijch Singapore da bude vao giai doan phat tridn manh me nhat. Theo thdng ke ciia Tdng cue du Ijeh Singapore nam 2005, thu nhap ttr du hch eiia du khich qud'e td den Singapore dat 10,8 ty SGD (dd la Singapore). Nam 2015 tang gap ddi lugng khich du Hch nude ngoii (17 trieu lugt so vdi 8 trieu lugt nam 2004), tang gip ba doanh thu tir du lich (30 ty SGD so vdi 10 ty SGD nim 2004) vi tang thdm 100 nghin vide lam cho cho nganh du lich. Dit nude niy da thue su trd thanh mdt thu dd du lich nhu muc tidu ma Singapore dat ra tii nim 1996 cho thd ky 21.
Theo Bio c i o Xu hudng du lich chau A nam 2017 cua UNWTO thi so lugng khich du hch MICE ddn
6 0 Kl^H -r^ CHAU A - THAI BiNH DUCWG 1THA«B fi / Z D I 9]
Singapore tang rit nhanh vi lien tue trong giai doan tir nam 1995 ddn nam 2016 (tir hon 6 tridu lugt khich nam 1995 lenbon 12,9 trieu lugt nam 2016). Singapore cung la qudc gia cd so lugng khach MICE Idn thii 3 trong khu vue DNA (sau Thai Lan vi Malaysia), dii dien tich ciia qudc gia niy nhd bon rit nhidu lin.
Singapore da lao ra dugc su khie bidt vdi eie thi tmdng du Ijeh MICE khic trong khu vyc va hdn thd gidi. Qudc gia nay da khdng nhung trd thinh mgt dia didm td chlic du hch MICE cd hidu qui, chit lugng cao m i cdn dem den cho du khich nhiing co hdi cam kdt kinh doanh Idn.Trong 3 nam 2014, 2015, 2016 Singaporeludn tang triRing dn djnh vd sd lugng du khaeh qudc td: Nam 2014 la 11,9 trieu lugt ngudi, nim 2015 la 12,1 trieu lugt ngudi (nam 2015 ling so vdi nam 2014 la 1,6%). Nam 2016, sd luong khich qudc td ddn Singapore tang len den 2,9 trieu lugt.
2. Mot so bai hoc tir phat trien du iich MiCE d Singapore
2.1. Nang cao nhSn thuc ve phat Iridn du lich MICE Su quan tam ddn phit tridn du Hch cua chinh phu Singapore dugc the hien qua hoat ddng hdt sue tich cue vi hieu qua ciia Tdng cue du lich Singapore eo quan quan ly va didu phdi ciia nganh du lich nude nay. De phat tnen tot nganh du lich ndi chuno va loai hinh du lieh MICE ndi rieng, Singapore dfhofch d^nh va to ehuc thuc hien Chien luge phat tridn du lieh r^hS hgp timg thdi ky, ed ehii dd eu the: Chidn 1 ^ ' ' D ' H c h Singapore nam 1968, cd ehu de phat buy c ^ o t tue eua ngudi dan qudc dao tham gia quy hn J h ' i du Ijch Sentosa. Chidn luoc phat tri^n L ^-^'^ ^ ^ ° 1986 vdi chu dd bao ton va khdi phuc car Wh , "^"^
van hda.Chidn luge phai tridn du lieh nam X f ^ ^ dd la phat tridn cac sin phim du lich mdi rh - Du hch 21 nam 1996, ehuin bi va thuc hi^n?'^" ^""^"^
• ' ^«ni nhin
dii hein eho sv phit tridn cua du lich hong Thd ky 21, vdi ehu de "Nhi vd djeh du lich Singapore". Nam 2005, Singapore xiy dgng Chidn luge "Du lich 2015", vdi ehii de phat tridn Singapore thinh mot didm du lich "phii ddn", eii thidn tidu chuin dich vu nhim eung e i p cac djeh vu ding nhd cho khich du lich, ning e i p eo sd ha ting du lich, phit tridn cie doanh nghidp du lich va ngudn nhin luc du lich chuydn nghiep, phit tridn cic sin phim trpng tim eiia du lich... Chidn luge phit tridn du lich nim 2012 eiia Singapore vdi chu dd "Dja glOT du iich 2020", diu tu 300 hieu dd la Singapore dd to chlic cie sg kidn du lich, 340 tridu dd la phit tridn sin phim du lich, 265 trieu dd la phit tridn ngudn nhan Igc du lich; phin diu nim 2015 ddn 17 tridu lugt khich qudc td, thu nhip du lich 30 ty dd la Singapore vi tao ra 250.000 vide lim.
2.2. Lua chgn loai hinh s i n phim du lich MICE phu hgp dd phit tridn
Cd the ndi, Singapore d i cd chinh sach lua chgn sin pham rit tdt dd phit tridn du lieh MICE phu hgp vdi didu kien eua minh. Nam 2003, Singapore da quydt tam khdi phuc nginh kinh td niy bang mgt loat chidn djeh MICE nhu "Make it Singapore", "Make it Singapore plus" hay chuong tnnh "Intemational Exhibition City" vi gin diy nhit la kd hoach khuydn khich cac su kidn kinh td mang tdn "BE in Singapore" ("Su kien kinh td tai Singapore"). Trong kd hoach niy, Tdng cue du lich dd ra nhiing bidn phip khuydn kiiieh eu thd ddi vdi timg loai hinh eua du lich MICE bao gom vide cung cap nhiing gdi san phim phong phii cho ba nhdm chinh la (i) cie cudc hpp vi du lich khen thudng ciia doanh nghiep; (ii) Hdi nghj va (iii) Tridn lam thuong mai.
Ddi vdi cac cudc hpp vi du Ijch khen thudng eiia doanh nghidp, do cd thd manh ciia mdt ndn vin hda phong phu va hd thdng cic boat ddng vui choi giii tri da d^ng, Singapore d i m b i o du khich khdng chi i n tuong vdi nhdng trang thidt bi v i dich vu tidu ehuin qud'e td dang chd di^ri hg tai eie budi hpp m i edn ed khoing thdi gian ding nhd tai day vdi nhung trii nghidm ddc dio. SECB (Cue hgi nghj vi tridn lam Singapore) cdn dinh mdt quy hd trg d i e bidt cho cic doanh nghidp trong nude v i qude td ehgn Singapore lim didm ddn cho chudi eic su kidn ciia minh trong v6ng 3 nam.
Ddi vdi cic hOi nghj, SECB phin loai hdi nghj dua tren mot sd cic tidu chi de cung e i p nhung uu dai d i e biet. Vi du, ddi vdi eudc hgp ciia c i c lien hiep va Hdi nghj thuong mai ed nhidu dai bidu qudc te, c i c didn gii eip cao vi tdi thidu 400 ddm nghi ciia khich, SECB se hd trg trong vide dim b i o mgt khach danh du vi dja didm dde d i o dd didn ra hgi nghi, don giin hda cdng tic nhip cinh vi thiet kd thdng didp chao miing t?i sin bay va cac phuong tidn thdng tin dai ehiing.
Ddi vdi eic tridn lam thuong mtii, dugc phan lam hai loai: Tridn lam mdi va trien lam td chiic lai tai Singapore. Ddi vdlLridn lam mdi, ngoii nhimg djeh vg
gidng hdi nghj, nha td chiie edn nh^n dugc uu dai vd vide xic thuc vi quing ba logo chuong trinh vi cac ehinh sieh ho trg tii ehinh doi vdi kd hoach hudng den khich hing qude td quan trpng, du khich nude ngoai,.,.
2.3. Tao dimg su hgp tic trong vide td chiic cic hoat dgng MICE
Vdi mue dieh diy manh hoat ddng du Ijch MICE tdi cae doanh nghidp vi td chiie, Singapore rit nd luc lip quan he ddi tic vdi eic id chiie qudc td va cie doanh nghiep (vdn la khach hang ciia nganh du lich nay): 0) Ddi vdi cae id chiic qudc Id (lOs), STB da kidn tn nd lue thuydt phuc cac td ehuc qudc td thinh lip bu sd chiu A - Thii Binh Duong cua minh lgi Singapore.
Hien nay, da cd hon 6010s dat tai day, bao gdm cac td chlic qudc td ve Chuydn gia hdi nghi (MPI), Hidp hdi Vin tai hing khdng qudc id (L\TA), Td chiic ho trg gia cu qudc td (HFHI), Quy Qudc td vd bio tdn thidn nhidn WWF va Td chiic sd hiiu tri tue the gidi (WIPO)...; (ii) Ddi vdi cac doanh nghidp, mdt chuong trinh cd ten ggi Ii Chuong trinh Vuon xa vdi doanh nghiep (COP) dugc phit dOng tir nim 2006. Chidn djeh niy tip tmng vio cdng dong cae edng ty qude td t§i Singapore bao gdm 7000 cdng ty da qudc gia, de tic ddng tdi quydt djnh cua hg vd vide td ehiie su kien cua doanh nghiep minh. Chuong trtnh nham ting cudng nhin thiic eiia STB va cac dich vu chuyen nghiep danh cho cic cdng ty da qud'e gia trong vide lip kd hoach vi td chiie cic su kien cua minh; chuong trinh edn nhim quang b i Singapore nhu Ii mdt didm ddn Iy tudng cho cic su kidn niy.
Chinh sich cdi md vd thi thuc, midn thi thue du lich ddi vdi du khieh qudc te Ii mdt trong nhiing yeu td quan trpng hing dau giiip qude dao su tii phit tridn du lich.Singapore cd quan hd ngoai giao vdi 175 qudc gia vi vting lanh thd, da mien thj thgc cho du khieh eiia 143 qud'e gia.Thii tuc xuit nhip cinh dugc cii lidn lien tuc, thuin lien.
Du lich chiia bdnh va du lich giio due Ii cac loai hinh sin phim rit ddc d i o d Singapore, hien dang dugc nhidu nude hge tip. Nhd cd he thd'ng y td vi giio due phat tridn, Singapore tich cue quing b i cic tour du Ijch den Singapore kdt hgp vdi khim bdnh, hoac la eae ehuong trinh hpc ngin ban, eae chuong trinh trai hd cho thanh thieu nidn. Singapore Medicine va Singapore Education da trd thanh hai thuong hieu trong du Ijeh, cd su edng tic chat ehe ve mat quing b i vdi STB. Nginh y id va giao due la hai mang thi tnrdng cd rat nhidu cdc su kien MICE trong nude va qude td dien ra trong nam, ndn su phat tridn ciia cac loai hinh du Hch nay gdp phin md ra co hdi tim hidu thdm thdng tin cho du khich mudn td chire su kidn MICE trong hai linh vuc nay.
2.4. Cac chinh sach hay bien phap khac de phat trien du lich MICE
NGHIEN CUU
- Chinh saeh vd gii: Chinh sich gia Ii mdt ehinh sieh quan trgng trong phit tridn du lich MICE cua Singapore. Singapore la mgt nude vdi nen kinh Id phat trien cao, miic sdng cua ngudi dan tuong duong vdi cae nude Au My, nhung nganh du lich ndi chung vi MICE ndi rieng vin dim b i o dugc mgi diem gia dd thu hiit khich du Ijch tir nhung ngudi cd thu nhap thi'p ddn thu nhip rat cao.
- Chinh sach lien kdt, trpn gdi: Loai hinh du Ijeh trpn gdi rit phit tridn d Singapore, dae bidt dd'i vdi du lieh MICE do su lidn kdt chat che giiia cic cdng ty
nghi, hdi thio, tridn lam; (iv) dd tidp can va thuin lien giao thdng, lien lae, d^c biet Ii eic co sd ha t^"S S*^^
thdng nhu san bay, ben eing, dudng sat, dudng bO; ivj Tang cudng su phdi hgp giua du Ijch va cac nganh, eo ehinh saeh thdng thoang ve cic didu kien xuit nhip cinh, khdng bi cic rao cin vd thj thuc ngin trd; (vi) eo ehinh sich uu dai cao vd miie thud nhip khiu ddi vdi bang boa phuc vu eae su kidn; (vii) nhan vien, die biet la cdng ddng dan cu ed tnnh do, ed ngoai ngu.
Ba la, chu trgng xay dung, phit tridn s i n phim du lich MICE ddc dio, cd tinh canh tranh cao, ddng thdi quin tri diem den, eic hang hang khdng va he thd'ng tidn hinh hieu qui cdng tic quang b i , xiie tidn sin khich san. Cic cdng ty quan tri diem den thudng phdi
hgp vdi khich hing dd len kd hoach cho ehuong trinh bao gdm tir khi ddn khich tham du, tham gia su kidn, cic boat ddng sau su kien.
- Chinh sich phan phdi: Khach du lich MICE cua Singapore thudng true tidp giao djeh vdi cic don vj td chlic su kien hay cae tmng tim hdi nghj, khich san Idn. Cic chuoi khach san qudc te nhu Fortuna, Hilton, Raffles ddu cd kenb phan phdi ridng trdn loan ciu, dap ung mgi nhu cau ciia du khich. Ngoai ra, trong kd hoach khuydn khich du Ijch MICE "BE in Singapore"
(2006), SECB tidp tuc khuydn khieh cac ddi tac trong nude thinh lap cic van phdng d nude ngoii, hoat dgng vdi chiic nang cae kdnh phan phdi mdi lai nhiing dia danh quan trpng, nhim mue tieu lau dai Ii thiic diy du Ijeh MICE Uong nude phit tridn bdn vung.
3. Dinh hndng phat trien du iich MiCE d Viet Nam Viet Nam dugc dinh gia la qudc gia cd rit nhidu tidm nang eho phat trien nganh du Hch ndi chung va loai binh du ijeh MiCE ndi rieng. Van dung bai hpe ve phit tridn du lieh MICE ciia Singapore, trong thdi gian tdi, Viet Nam cin xem xdt mdt sd djnh hudng nhu sau:
Mdt la, phat tridn du Hch MICE ndn trd thinh mpt trong nhiing mue tieu chidn luge phat trien nganh du Ijch Viet Nam. Thoi gian tdi, ed thd dat muc tieu tang phin tram lugng khaeh du Ijch MICE trong tdng luong khieh du lich qud'e te ddn Viet Nam, Ben canh viec tap tmng khai thac khach du hch MICE nude ngoii ddn Viet Nam, eung nen chii trgng khai thic khaeh du hch MICE trong nude di nude ngoai. Tap tmng phat tridn du hch MICE ed quy hoach trong didm, lua chgn nhiing dia phuong cd tidm nang nhit dd phat trien du Ijeh MICE, trong dd can tham khao kinh nghidm ciia cic nude di tnrdc trong phat trien du Hch MICE.
Hai Ii, can dae biet chii trpng khau quy hoach du lich MICE, dd tir dd ed hudng diu tu dung din, tranh diu tu trin lan, din trii. Tmng tam MICE nen gin vdi thinh phd vi (i) phii cd dii nang luc vd mpi mat dd td
phim du Ijeh MICE theo hudng chuyen nghidp hda;
diy manh md hinh lien kdt cic thinh phd, cic tmng tim hdi chg, tridn lim d khu vuc v i qudc id trong phit tridn du lich MICE. Vi du lidn kdt giiia Viet Nam va Singapore, T.p Hd Chi Minh, Ha Ndi vdi Bangkok, vol Hongkong...
Bdn Ii, can co chinh sich quan tim dau tu, xay dung CO sd ha tang va ha ting ky thuit, cdng ngh^
nhim bd trg vi tao didu kidn cho du lieh MICE phit tridn; chii trgng xiy dgng c i c td hgp khach san — tmng tam hdi nghi, tridn lam lidn hoan, d i p iing nhu ciu ngiy cing cao ciia du Ijch MICE. Trong dd vdi giai doan dau, khi cdn han chd vd ngudn luc, nen tip tmng nhung thinh phd du lieh Idn nhu TP.H6 Chi Minh, Hi Ndi, Hud, Di Ning, Vung Tiu.
Nam Ii, vide thanh lip co quan ehuydn ve quin ly vi phit trien hoat ddng du lich MICE gdp phin quan trpng MICE phat trien ddng bd, cd chieu siu vi chuydn ngiiidp hda. Ndn khuydn kiiich, tao didu kien uu dai vide thinh lip vi hoat dgng eiia cic doanh nghiep chuyen nghidp to chlic MICE, Ii khiu kdt ndi giiia khieh hing vi eie dieh vu lidn quan phuc vu du hch MICE.
Siu la, ning cao nhin thiic ciia cdng ddng dan cu vd vai trd vi tam quan trgng cua du Ijch MICE ddi vdi phat trien kinh td - xa hdi, tao vide lam, xda ddi giam ngheo o dia phuong, gdp phin b i o vd mdi taidng vi phat trien bdn viing la ndi dung quan trgng duge cac qudc gia dae bidt quan tim./.
Tai lieu tham khao
Singapore Tourism Board, (3/8/2006), STB Unveils Key Initiatives to Spur Growth in the MICE Industry
Singapore Tourism Board (15/2/2008) Singapore - The Premium MICE Destination where great thinss
happen. ° Vien nghien ciiu phit trien du Hch (2012) Oui
ho^ch tdng the phat tridn du Ijeh Viet Nam de'n nam Chile cac su kien, d^c biet la cac sir liien lan, Ihu hiit "'^"^ "^'^ "™" '^«" "S™ 2030, NXB Lao dong, su tham gia ciia dong dao quan khach va khach tham World Tourism Organization and Global Too ' gia; (ii) phai dam bao on djnh ve chinh tri, xa hoi, an Economy Research Centre (2017), UNWTO/GTERT ninh an loan cho du khach; (iii) phai co day du co s6 Annual Report on Tourism Trends — 2017 Ediiin
ha tang trang thiet bi hi6n dai phuc vu c4c su kiSn, hoi UNWTO, Madrid. '""•
