Australia – ASEAN Tourism & Hospitality Forum For Tourism And Hospitality Recovery And Development Post-COVID-19

Faced with challenges on the recovery of the tourism and hospitality industry post-Covid-19, VinUniversity has partnered with Griffith University (Australia) and Petra University (Indonesia) to initiate the international project, sponsored by the Australia – ASEAN Council. The project focuses on establishing an Australian – ASEAN tourism and hospitality network as well as a public-private-academic partnership between Australia and ASEAN countries.

Within the scope of this project, a series of international seminars have been organized. These seminars have initiated future collaborative activities in the Australia-ASEAN region, and clarified strategic measures in order to recover and sustainably develop the tourism and hospitality sector. The series ran from July until November 2021 and attracted approximately 2500 participants from 15 countries, including professors, academics, business managers, and government officers. Key topics of the series are: “Smart” Recovery; “Smart” Technologies; and Value Co-creation. In his remarks, Mr. Nguyen Trung Khanh, Chairman of the Vietnam National Administration of Tourism, emphasized the importance of Australia-ASEAN collaboration in tourism and hospitality and praised the relevance of the project.

Workshop 1 – Smart Recovery

On the topic of “Smart” Recovery, 16 international professors and experts discussed “best practices” and the necessary responses to deal with the pandemic. Speakers provided suggestions for businesses to adapt to the ‘new normal’. Instead of the big groups model, businesses need to shift to a more personalized travel experience for small and family-sized groups from 5 to 7 people. In order to meet new demands for safety, hygiene, and personal experience, procedures should be streamlined and require minimal direct contact by employing multi-functional staff. At the end of the seminar, Mr. Le Ngoc Tuan, Director of Tourism development fund, Ministry of Culture, Sports and Tourism Vietnam, shared his view on challenges that the tourism and hospitality section is facing in the pandemic, and also stated that governments would support the tourism sector by simulation campaigns, and favorable policies for tourism businesses to function in “new normal” conditions.

The second seminar on “Smart” Technologies saw the appearance of world-leading Professors and industry leaders, such as Mr. Anthony Slewka-Armfelt, Area Director of Sofitel Hotels, and Ms. Nguyen Tran, Sunworld’s Director of Sales. They discussed the current and future applications of technologies in the tourism and hospitality sector. About 900 participants agreed with the speakers that the pandemic marks a critical milestone in the “digital transformation” process of the sector and provides critical opportunities for boosting development in the future.

Workshop 2 – Smart Technology

Cutting-edge technologies like artificial intelligence, robots, blockchain, and so on, have transformed communication and management systems, customized customer services and loyalty programs, monitored check-in/check-out and payment procedures, as well as provided effective financial management. Business representatives also shared their businesses’ digital transformation experience and raised related financial and human resources issues. Experts have predicted that, in ‘new normal’ conditions, digitalization will determine the success of a business in the tourism and hospitality sector.

The last seminar in the series on “Value Co-creation” centered on the role of customers in product/service value and experience creation. Speakers pointed out that there had been a sharp shift in consumers’ perceptions, beliefs, expectations, and behaviors from pre-COVID times. This meant a need for businesses to change their mindsets, from being purely a services provider to becoming a companion in the customers’ value creation experience. Competitiveness in the ‘new normal’ would depend on businesses’ abilities to attract the participation of consumers and understand consumers’ demand for a customized, unique, and unforgettable travel experience based on the local culture, cuisine, and landmarks. This is the prevailing trend in tourism post-Covid-19: centering human and emotional aspects at the core of an experience, and applying technology to connect with and understand customers.

Workshop 3 – Value Co-Creation in Tourism & Hospitality

Professor Sunmee Choi, Dean of the College of Business and Management, VinUniversity stated that VinUniversity will promote scientific research and knowledge sharing in the sector through the establishment of an Australian – ASEAN tourism and hospitality network. By 2024, VinUni will have prepared its Hospitality Management students for the recovery and development of the industry. The University also promotes partnership between academia with businesses and government agencies, thereby creating practical projects that solve existing problems.