VIENTIANE, 3 January 2024: Laos returns to familiar campaign ground, introducing a rehashed “Visit Laos Year 2024” campaign, confident it will help the country reach a targetted 2.7 million visitor arrivals.
The country has a long history of employing Visit Laos Year campaigns to boost tourist arrivals since 1999. Similar initiatives followed in 2004, 2011 and 2018, adopting different themes linked to popular national festivals, mostly linked to Buddhist ceremonies.
The latest version of the Visit Laos 2024 campaign invites tourists to “safely explore a paradise of nature, history and culture through 79 cultural events including national festivals in the annual calendar.
During the recent launch ceremony, Director General of the Tourism Marketing Department, Khom Douangchantha, expressed confidence that the Visit Laos 2024 campaign will stand out on the global stage.
“While hosting several high-profile events, this tourism campaign holds significant importance as a crucial step towards revitalising our economy and boosting the tourism industry,” he told the audience.
“Embodying the essence of the well-known Lao phrase ‘Sabai Sabai,’ which encourages visitors to feel comfortable and take it easy, this campaign extends a warm invitation to all travellers to make themselves at home as they explore our cultural, natural, and historical paradise.”
However, there are ambitious goals for the tourism industry, such as the benchmark that aims to attract over 2.7 million international tourists in 2024 and generate over USD400 million in revenue while setting the stage to welcome 2.9 million visitors in 2025.
At a launch ceremony held at Vientiane Capital’s That Luang Esplanade, Lao Minister of Information, Culture and Tourism Suanesavanh Vignaket said: “Tourism plays a key role in Laos’ economy and growth. In 2022, our service sector was the fastest-growing in the country, accounting for 37% of GDP.”
To ensure success, the Lao government is pulling out all the stops, with plans underway to enhance infrastructure, diversify tourism products, and elevate service quality. A focal point of these efforts is the promotion of Visit Laos Year 2024 through various media channels and international tourism exhibitions.
In addition to the Visit Laos Year festivities, Laos assumes the ASEAN chairmanship in January 2024. This will involve hosting significant events, such as the 44th and 45th ASEAN Summits, the ASEAN Tourism Forum( late January) and various other ASEAN-related meetings during the year.
Must-visit festivals
Bolaven Coffee-Tea Festival: Held in Champasak province on 19 February, this festival celebrates the region’s renowned coffee and tea production with tastings, workshops, and cultural performances. It’s a delight for coffee and tea enthusiasts.
Wat Phou Festival: From 22 to 24 February in and around the ancient pre-Angkorian ruins of Wat Phou, a UNESCO World Heritage Site. It features traditional dance, music, and light displays, revealing a captivating mix of history and culture.
Lao New Year Festival (Pi Mai Lao): Nationwide from 14 to 16 April and in Luang Prabang from 11 to 20 April. This vibrant festival celebrates the Lao New Year with water splashing, street processions, traditional games, and religious ceremonies.
Boun OK Phansa: Marking the end of the Buddhist Lent, the festival runs from 17 to 18 October. Celebrations in Vientiane include the popular traditional boat races on the Mekong River that flows through the capital, Vientiane. The boat races in Luang Prabang will be held earlier on 2 September.
That Luang Festival: Held 11 to 15 November around the iconic That Luang temple in Vientiane, this grand festival features religious ceremonies, parades, and cultural performances. It’s a showcase of Lao history and heritage.
