The CLMV stands for Cambodia, Laos, Myanmar and Vietnam and their ministers of tourism now meet annually or every two years to define strategies and look at boosting their cooperation. Despite claiming their interest to boost tourism, the grouping still lacks a distinctive identity and relies mostly on established institutions such as ASEAN or the Greater Mekong Subregion…
BOKOR – Five Ministers, Vice Ministers of Tourism and high rank officials from tourism- including two from Cambodia who chairs the meeting- came all together to meet up in Bokor, Kampot Province in Cambodia, to speak about tourism under the banner of the CLMV –Cambodia, Lao PDR, Myanmar and Vietnam.
One more grouping? Yes of course. CLMV meeting help four countries of the Mekong to talk together and take decisions about various issues, particularly on the economic and infrastructure front with tourism being involved.
But the CLMV institution seems to struggle to distinguish itself from other existing associations, especially in the eyes of the public –both trade and consumers. “We are part of the Greater Mekong Sub-region, as well as of the ASEAN. But we share a lot in common history, customs and traditions. And as we are relatively small, we are probably more prone to take quicker decisions”, pledged Tith Chantha, Cambodia Tourism Secretary of State.
Of course, the four countries share a lot in common, especially in terms of infrastructure development or in tourism products. It makes then sense to them to work together at resolving issues. According to Mr. Chantha, the grouping is currently working at improving first its outside communication. Typing today CLMV Asia on the web refers either to articles about the institution or to a capital investment company in the CLMV…
“We are now creating a logo which will be presented earlier next year and we will look at improving communication channels on the web”, explained Mr. Chantha. The deadline would probably be for the official logo unveiling by next January, at the time of the ASEAN Travel Forum in Kuching.
And then? Obviously, they are no plans to have either common visas or common communication campaigns. ‘The creation of the AEC (ASEAN Economic Community) will ultimately look at offering an ASEAN common visa. Tourism marketing mostly go through established channels such as the Mekong Tourism Coordinating Office. We mostly work at solutions to simplify travel procedures for international travellers and improve connectivity”, added Chantha Tith.
Meanwhile, CLMV has also strong ambitions for tourism development in the region. The four countries welcomed together last year 14.8 million international travellers. “We already received 12.6 million travellers during the first nine months of 2013, up by almost 25% over the same period of 2012. We now target 25 million travellers in 2015, including four million of intra-CLMV visitors”, told the CLMV Tourism group chairman Chantha Tith.
Luc Citrinot a French national is a freelance journalist and consultant in tourism and air transport with over 20 years experience. Based in Paris and Bangkok, he works for various travel and air transport trade publications in Europe and Asia.
