Build and develop a tourism brand for Mang Den destination worthy of being a National eco-tourism area


The Central Highlands is identified as one of 7 specific tourist regions of Vietnam in the Vietnam Tourism Development Strategy to 2030, Mang Den tourist area in Kon Plong district is one of 31 areas with large scale and potential. Particularly outstanding tourism potential in Vietnam is prioritized by the State for investment to develop into a national tourist area. When talking about the Central Highlands cultural and tourism region, we immediately think of the gong cultural space, epic treasures, communal house architecture, Buon Me Thuot coffee and vibrant, energetic songs. live… All those images, languages ​​and sounds create an instinctive, strong, captivating and seductive Highland.

According to the master plan for socio-economic development of the Central Highlands region to 2020, Kon Tum province has a very important position and role of the Central Highlands region in the country’s tourism development and tourism development cooperation. calendar of the development triangle region of Cambodia – Laos – Vietnam, including: Promoting the diversification of tourism products on the basis of exploiting the potential and strengths of natural, historical and cultural resources traditions of ethnic minorities; Focus on developing eco-tourism in forests, mountains, lakes and waterfalls. Effectively promoting specific climate resources to form and develop high-end resort tourism in Mang Den, is a priority project for investment research in the 2012-2020 period in the Central Highlands.

The strength of Kon Tum province’s geographical location and diverse and rich resources distributed throughout the province such as: Ya Ly lake bed, Plei Krong lake bed, Chu Mom Ray national park, Ngoc Nature Reserve Linh… along with many revolutionary historical relics: Kon Tum Prison, Dak Glei Prison, Dak To – Tan Canh victory monument…, historical architectural and artistic relics: Bac Ai Pagoda, Wooden Church, Seminary. .; Festivals: Gongs, communal house celebrations, new rice celebrations… unique, have created an overall appeal that attracts tourists to Kon Tum, to Mang Den national eco-tourism area.

Mang Den has a wild and pure beauty like the image of a teenage rural girl: Simple, rustic and innocent. Therefore, eco-resort is the main strength of Mang Den. Located in the tropical humid monsoon climate belt, cool all year round, with vast pine forests, charming landscapes of lakes and waterfalls, and the humanistic ecosystem of ethnic minorities such as: Xe Dang, Kdong, Mo Nam,… made Mang Den wear a beautiful, colorful shirt.


Originating from appreciating the value of pristine and wild nature, it is a “precious treasure” not only for Mang Den, the Central Highlands, and Vietnam but is a “rare” in the world in the context of urbanization and globalization. globalization today. Stemming from the increasingly strong demand for eco-tourism worldwide, Kon Tum province has been aiming to build Mang Den into a resort, medical treatment, sightseeing, entertainment area… true to its needs. The true meaning of ecotourism.

The development perspective for Mang Den eco-tourism area is the desire to have a specific product, a unique brand and a separate image for Mang Den, meeting the increasingly demanding needs of tourists. modern. Tourism products will have to be friendly to nature, with natural ecosystems, with the participation of communities with unique cultural features of their indigenous culture. Mang Den is determined to be a national eco-tourism area, tourism products must be of quality, of national stature and must be connected to other key tourist areas in the overall tourism of the Central Highlands region. , Central and South Central coastal areas.

At the workshop on planning to build the national eco-tourism area of ​​Mang Den and Kon Plong urban area by 2030, Mr. Ngo Trung Hai – Director of the Vietnam Institute of Architecture and Urban Management commented that: “Mang Den You have to find something unique for yourself to avoid the mistakes that other resort cities in Vietnam are making. We should go back to a very ancient model with this, that is: Speaking of the characteristics of a region, the first thing that cannot be invested in is temperature, climate, and the landscape of the forest area. primeval. That is Mang Den’s own thing and that is the most special thing, it must be kept as much as possible, temperature cannot be bought. No matter how much money you invest, thousands or billions of dollars, you can’t get the wonderful temperature and climate like Mang Den.

Mang Den destination brand is not only tangible elements such as advertising slogans, logos, brochures, websites but also includes intangible elements such as advertising information, public relations and direct marketing. , at tourism events, products and services. Therefore, to build the Mang Den destination brand, it is necessary to firmly grasp and comprehensively implement tangible and intangible elements based on outstanding strengths in climate, culture, and nature.


To create unique, distinctive products with local imprints, it is necessary to skillfully combine intangible and tangible heritage, typical architectural works, culinary arts with landscape and culture. beautiful local nature. With the current potential, advantages, and investment attraction, typical tourism products are being strongly developed in Mang Den such as: Commercial fish farming, successful breeding of cold water fish species (sturgeon, fish, etc.). anise), sim tea products, sim wine, cold country flowers and vegetables… Mang Den has many conditions to create a prominent brand on the Vietnam tourism map as well as the world tourism map.

To be successful in attracting tourists, marketing and promoting local destinations is extremely important, plays a decisive role and needs to be carried out in key and potential markets. The presence of Mang Den at domestic tourism fairs, in the development triangle area of ​​Vietnam – Laos – Cambodia, destination introduction events… will bring positive effects on development. brand development. Besides, it is recommended to use a variety of promotional means (videos, promotional DVDs, internet, maps, handbooks, flyers, brochures, banners, landscape photo albums…) about the destination Mang Den. Strengthen and expand Famtrip activities for travel agencies, newspapers, and television at home and abroad to access Mang Den’s tourism products.

To effectively access the market to attract tourists, it is necessary to build a local marketing strategy, organize the introduction and promotion of the Mang Den destination brand domestically and internationally. When building and developing the Mang Den destination brand, it is necessary to choose slogans and symbols that are unified, closely linked together, and at the same time reflect an outstanding and different image.

To create a destination brand for Mang Den national eco-tourism area, Kon Tum Tourism industry, Kon Plong District People’s Committee must further enhance its role and responsibility in creating and connecting between organizations, individuals doing business in tourism and related to tourism; Improve planning and implementation of planning and development of tourist areas and destinations in a synchronous manner, thereby outlining a strategy to create and promote the Mang Den destination brand in the direction of quality, efficiency, and advertising. Promoting exactly what we have and best meeting the needs and tastes of tourists, gradually turning the tourist area and Mang Den into an attractive destination in the Central Highlands region and the whole country. One of Vietnam’s major brands in Ecotourism.

Mang Den has an important position in economic exchange, especially the transit location on National Highway 24 connecting Kon Tum province with the Central coastal provinces; located on the East – West economic corridor through Bo Y International Border Gate through Highway 24 to the central coastal tourist areas. Through this border gate, tourists can go to tourist areas in the Central Highlands (Gia Lai, Dak Lak, Dak Nong, Lam Dong) including Mang Den of Kon Tum, Central Vietnam (Quang Nam, Da Lat). Nang, Binh Dinh, Quang Ngai), Southern Laos, Northeast Cambodia, Northeast Thailand.

Mang Den has a very special location, located between two large passes, Mang Den pass and Violak pass (Quang Ngai), Mang Den area is almost pristine, the forest area accounts for over 80% of the natural area, with Over 4,000 hectares of pine forest create more diversity and similarities with Da Lat. Mang Den is located at an altitude of over 1,000 m above sea level, the average temperature ranges from 18oC – 20oC. Ethnic minorities account for nearly 90% of the total population.

Van Phat

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