Southern Laos gets ready for competition with its own brand identity as tourism destination

On the 4th of December 2015, in the same week as the 40th anniversary of the Lao People’s Democratic Republic, the new Destination Brand ‘Southern Laos, charming by nature’ has officially been launched in an event attended by public and private sector representatives from Salavan, Sekong, Attapeu and Champasak province, as well as from the Ministry of Information, Culture and Tourism.

In his opening speech, the Vice Governor of Champasak Province, Buasone Vongsongkhone said that ‘…like the anniversary of our country, today’s brand launch event is about our identity, about who we are, about what we stand for.’ He further stressed that ‘…the brand reminds us about what we need to treasure and what kind of tourism we want to promote: a sustainable tourism which is respectful to our culture, to our environment and which helps to share economic benefits amongst all members of the society in Southern Laos.’

The branding process took place in a participatory manner over a period of 10 months, facilitated by Swisscontact and supported by top notch international branding expertise from QUO, based in Bangkok.