Laos took center stage at the prestigious 16th China International Tourism Industry Expo (CITIE) in Guangzhou, China, from September 13-15, 2024. Led by Deputy Minister of Information, Culture, and Tourism, Dalany Phommavongsa, a Lao delegation showcased the country’s captivating tourism offerings to a global audience. This high-profile event, a critical platform for international tourism collaboration, allowed Laos to promote its rich cultural heritage, stunning natural beauty, and burgeoning tourism potential.
Representing a broad spectrum of Lao tourism stakeholders, the delegation included officials from the Department of Tourism Promotion, the Department of Tourism Business Management, and the Department of International Cooperation. Joining them were representatives from Champassak Province, a renowned tourist destination known for its cultural landmarks like Wat Phou, and prominent tourism businesses. This multi-sector collaboration underscores Laos’ commitment to strengthening its tourism industry.
Organized by the Guangzhou Cultural and Tourism Development and Promotion Centre, CITIE is renowned for facilitating regional and international tourism through business-to-business (B2B) networking and direct engagement. The event, attracting over 3,000 exhibitors from 50 countries and regions, showcases a diverse range of tourism services and products. From adventure tourism to cultural experiences, CITIE provides a global stage for nations to present their unique offerings and foster new partnerships with potential buyers and investors.
One of the key highlights for Laos at CITIE was the promotion of “Visit Laos Year 2024,” an initiative designed to attract international tourists and highlight the country’s stunning landscapes, ancient temples, and vibrant cultural festivals. Lao tourism companies and officials engaged with over 400 business leaders and industry experts, promoting Laos as a must-visit destination for travelers seeking authentic cultural experiences and eco-tourism adventures.
Through strategic meetings and networking, the Lao delegation aimed to foster stronger ties with the international tourism industry, exchange valuable tourism-related information, and explore opportunities to expand Laos’ tourism market reach. Discussions centered on developing sustainable tourism practices, improving infrastructure, and enhancing marketing efforts to attract more visitors from key markets like China, Europe, and Southeast Asia.
Deputy Minister Phommavongsa played a prominent role in the expo’s opening ceremony, presiding over the event alongside senior officials from Guangzhou and Tonga’s Minister of Tourism. Her presence underscored the importance of international partnerships and collaboration in promoting tourism growth. In her remarks, she emphasized the need for regional cooperation to address the challenges facing the global tourism industry, such as the impact of climate change, sustainable development, and post-pandemic recovery.
During her visit to the Lao booth and other national exhibits, Deputy Minister Phommavongsa highlighted the significance of international expos like CITIE in raising Laos’ profile on the global tourism stage. She noted that the partnerships and collaborations formed during these events play a crucial role in boosting tourism to Laos, ultimately contributing to the country’s economic growth and cultural preservation.
Laos, a landlocked country nestled between Thailand, Vietnam, and China, is renowned for its lush landscapes, historic temples, and the vibrant traditions of its ethnic communities. From the UNESCO World Heritage site of Luang Prabang to the breathtaking waterfalls of the Bolaven Plateau, Laos offers a wide range of experiences for eco-tourists, adventure seekers, and cultural enthusiasts.
At CITIE, the Lao delegation showcased these attractions, highlighting Laos’ potential as a growing tourism destination. With the global demand for eco-tourism on the rise, Laos has positioned itself as a key player, offering nature-based tourism experiences that appeal to travelers seeking authentic and sustainable adventures. Popular activities such as trekking, kayaking, and visiting traditional villages are increasingly drawing tourists from around the world.
The promotion of “Visit Laos Year 2024” reflects the government’s dedication to revitalizing its tourism industry, especially in the wake of challenges posed by the COVID-19 pandemic. By participating in international expos like CITIE, Laos aims to attract a new wave of travelers while preserving its unique cultural and natural heritage.
The participation of tourism enterprises, alongside provincial officials and government departments, reflects Laos’ multi-faceted approach to developing its tourism sector. Collaboration between the public and private sectors is vital for enhancing the country’s infrastructure, promoting sustainable tourism, and ensuring that local communities benefit from tourism growth. In addition to its scenic beauty and rich history, Laos is committed to improving the overall visitor experience. Initiatives such as improving transport links, developing new tourist facilities, and investing in digital marketing campaigns are all part of the nation’s broader tourism strategy. Events like CITIE provide an ideal platform for sharing these developments with the global community and gaining insights into international best practices.
Lao tourism companies attending CITIE had the opportunity to engage in face-to-face meetings with potential partners and tour operators from around the world. These interactions allowed them to promote Laos as a destination that offers not only cultural immersion but also adventure and eco-tourism opportunities. Companies were able to showcase their tour packages, hotels, and eco-lodges, as well as explore new collaborations aimed at enhancing Laos’ tourism offerings. The focus on B2B networking helped foster concrete business deals and agreements, laying the foundation for future tourism growth. By strengthening these international connections, Lao businesses are poised to attract a larger share of the global tourism market, which in turn will support local economies and create new jobs within the country.
The Lao delegation’s participation in the 16th China International Tourism Industry Expo marks a significant step in promoting the country’s tourism industry on the world stage. With “Visit Laos Year 2024” as a central theme, Laos is positioning itself as a top destination for eco-tourism, cultural exploration, and adventure travel. Through strategic partnerships and international collaboration, Laos aims to enhance its tourism infrastructure, expand its global reach, and secure its place as a leading travel destination in Southeast Asia.
