Countries / Territories

NTF III - Inclusive Tourism in Myanmar

  • ITC’s Inclusive Tourism project in Myanmar aimed to enhance trade competitiveness of the tourism sector in Kayah State.

    This has been achieved by integrating local producers and service providers into the tourism value chains on the one hand, and helping inbound tour operators in Myanmar to develop inclusive tourism tours in Kayah State, and promoting the region in international markets.  


    Over the course of the project, in Kayah state jobs increased by 28%, income by 70% and tourist spending quadrupled. The number of tourist arrivals increased by 140%. The project has also facilitated the peace process by encouraging cooperation between the different groups, including government authorities, private businesses, former armed groups and local ethnic communities.


    The NTF III Myanmar project followed the same logic as the overall programme, targeting job creation and export competitiveness in the country’s tourism industry and related supply chains.


    The project built capacity of tourism products and service providers on three levels: (1) in Kayah state and tour operators in Yangon, (2) tourism sector associations and (3) national and state government enhancing Myanmar’s tourism sector and linking it to international markets:


    • Trade capacities of SMEs and local producers and service providers enhanced

      The project increased the trade competitiveness of Myanmar inbound tour operators and tourism-related suppliers of goods and services. Tour operators improved their export marketing capacities through on-site and distant training and coaching and were assisted to create and strengthen linkages with international outbound tour operators. With the help of ITC, regular peer-coaching sessions among Tour Operators were established. 

      Cultural tourism tours have been developed in Kayah state (5 Pan Pet villages, Hta Nee La Leh, Htay Kho and Daw Ta Ma Gyi) training local community members, local and regional tour guides and ground handlers in close collaboration with the local government and tour operators. The project furthermore increased opportunities for local craft and food producers and other tourism service providers (e.g. musicians) to sell to the tourism industry. 

    • Strengthening of tourism related associations in Kayah State and Yangon

      The project has closely collaborated with the Union of Myanmar Travel Association (UMTA) and the Myanmar Tourism Marketing Association (MTM) for capacity building activities of member tour operators and for national marketing and branding.

      At state level, the project has strengthened local tourism-related associations; namely, the Kayah Hotel, the Restaurant, the Transport and the Guides associations.

      The project facilitated the set-up of a Kayah Public Private Dialogue Platform (KPPDP) including all relevant stakeholders from local government over tourism associations to the private sector to discuss issues for tourism business development and include the private sector perspective. 

    • Strengthening capacities of national and state Government

      At national level, the project has helped partners to develop and implement a marketing and branding strategy. In collaboration with MOHT and MTM, tourism branding guidelines were developed, the harmonized style of the guidelines applied to the official tourism promotional material, to the national tourism website and to the design of the Myanmar stand for the International Tourism Börse (ITB) in Berlin and the World Travel Market (WTM) in London. ITC showcased Myanmar and Kayah’s tourism potential with successful side events like conferences, stage-events and B2B fora. 

      Three sets of Codes of Conducts (CoCs) aimed respectively at tourists, communities and tour operators/guides for tourism activities in ethnic minority areas have been prepared in collaboration with UMTA and Kayah state tourism stakeholders.  

      The Kayah branch of the Ministry of Hotels and Tourism (MOHT) has benefitted from support in tourism data collection and statistics.


  • funded by

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    Partners institutions


  • Project brochure