- Role of local officials: Guiding sustainable tourism through destination planning, policy-making, and implementation oversight in local provinces.
- Current challenges: Field observations at various localities reveal gaps in multicultural communication, sustainable management, and strategic planning, limiting long-term destination development.
- Program’s solution: A three-tier training pathway—Foundations, Intermediate, Advanced—within the Swiss Executive Hospitality Training Program, delivering practical, internationally aligned solutions for officials at all levels.
- Strategic vision: Building a core workforce to transform local tourism potential into a sustainable national brand, advancing the National Tourism Vision 2030.
Local tourism management officials—from Departments of Culture, Sports, and Tourism to cultural offices and tourism site management boards—are the pathfinders, steering Vietnam’s tourism industry toward sustainable development. They plan destinations, craft policies, and oversee implementation, enabling local provinces to maximize tourism potential. However, without practical skills, even ambitious strategies struggle to achieve depth and sustainability. The Swiss Executive Hospitality Training Program (The Swiss EHT program), an initiative under the Swiss Tourism for Sustainable Development in Vietnam (ST4SD) project, funded by the Swiss State Secretariat for Economic Affairs (SECO), led by the Vietnam National Administration of Tourism (VNAT), and implemented by Helvetas Vietnam and CRED, offers a comprehensive, practical training pathway tailored for all levels of officials, contributing to the realization of Vietnam’s National Tourism Vision 2030.
Why is this program suitable for local management officials?
Within a locality, tourism management officials have diverse roles and expertise, necessitating a “personalized” training pathway rather than a one-size-fits-all approach. Newcomers to the tourism sector, such as commune cultural staff or officials from related fields, need foundational knowledge to understand the hospitality industry. Destination managers, like tourism site specialists, require advanced skills to collaborate with businesses and manage services. Meanwhile, leaders of Departments or tourism promotion centers need strategic thinking to implement national policies locally.
Field observations at various localities indicate that many officials need to enhance multicultural communication, sustainable management, and destination strategy development to boost local and national competitiveness. A flexible, practical, and level-specific training program is essential. The Swiss EHT, designed by EHL Hospitality Business School—the world’s leading institution for hospitality, tourism, and leisure management—is the solution, offering three training levels tailored to all local management officials.
The Program’s Three-Level Pathway – Suitable for All Official Roles
The Swiss EHT, part of the ST4SD project funded by SECO, led by VNAT, and implemented by Helvetas Vietnam and CRED, provides a three-tier pathway—Foundations, Intermediate, Advanced—to enhance officials’ capacity from entry-level to leadership roles.
Foundations Level – Building a Solid Foundation for Frontline Officials
Designed for new entrants, commune/district officials, or those multitasking in culture-tourism roles, the Foundations level provides essential knowledge. The module Verbal and Non-Verbal Communication enables professional interaction with international tourists, such as guiding visitors at a local night market with a friendly demeanor. The module Hygiene, Health & Sustainable Occupational Practices offers HACCP knowledge, ensuring food safety for homestays. The module Introduction to Sustainable Hospitality Operations teaches waste management and resource conservation, aiding officials in overseeing community tourism activities. The goal is to equip officials with a clear understanding of tourism, fostering effective engagement with businesses and communities, laying the groundwork for sustainable local development.
Intermediate Level – Developing Coordination and Implementation Skills for Sustainable Tourism
Suited for mid-level officials or destination managers, such as community tourism specialists, the Intermediate level enhances management skills. The module Sustainable F&B Department Operations helps officials guide homestays in using local ingredients to minimize waste, as seen in craft villages or eco-tourism sites. The module Sustainable Rooms Division Operations provides skills to manage accommodations with water and energy efficiency, improving service quality. The module Cultural Awareness supports officials in developing heritage tours tailored to international visitors, enriching cultural experiences. The goal is to provide coordination skills, enabling officials to collaborate effectively with businesses, oversee local policy implementation, and foster green destinations.
Advanced Level – Elevating Strategic Thinking and Sustainable Leadership
Targeting leaders of Departments, divisions, or tourism promotion centers, the Advanced level strengthens strategic leadership. The module Sustainable Leadership equips officials to balance economic, environmental, and social benefits, applicable in crafting strategies for eco-friendly river tours. The module Management Communication hones skills for presenting strategies at international conferences, attracting investment. The module Customer Service Excellence guides officials in overseeing destination quality standards, ensuring exceptional visitor experiences. The goal is to enable officials to formulate long-term policies, build sustainable destination models, and lead local tourism toward global integration.
Flexible Training Approach
The Swiss EHT is designed to accommodate the busy schedules of public officials. With 80% online learning via EHL’s Learning Management System, officials can study anytime, anywhere, from offices to homes. 20% in-person practical training at training facilities nationwide enhances hands-on experience and peer networking. Each level lasts one month, minimizing work disruption while maintaining international standards.
In the pilot phase, 17 Vietnamese instructors were trained by EHL through the Đào tạo Huấn luyện Thực nghiệm Ứng dụng và Chuyển giao (Train the Trainer) method, ensuring content is relevant to Vietnam’s context. Trainees completing each level have the opportunity to earn an EHL certificate, affirming international credibility. The Swiss EHT’s alumni network connects officials across provinces, facilitating knowledge sharing on sustainable tour planning and resource management, strengthening national-local coordination.
A Strategic Investment for Local Officials
Training local officials is not just about “learning to know” but “learning to do, to transform.” The Swiss EHT delivers a modern, practical, and relevant training model, enabling officials from commune to provincial levels to tackle real-world challenges. A commune official can oversee homestays meeting international hygiene standards locally. A specialist can collaborate with businesses to develop green heritage tours. A Department leader can craft destination strategies to attract global investment for their province.
Switzerland’s education system, exemplified by EHL, underpins the success of its tourism industry. By integrating sustainable development, practical training, and global collaboration, Swiss institutions have produced pioneering professionals in destination management and sustainable tourism. This synergy between education and industry makes Switzerland a global benchmark for tourism excellence. With its flexible three-level pathway, rooted in EHL’s expertise and Switzerland’s experience, the Swiss EHT is a strategic investment in building a core cadre of officials, transforming local tourism potential into a sustainable national brand. Across Vietnam, the Program aims to lay the foundation for a refined, modern, and competitive tourism industry, ready to shine on the global stage.