Jens Thraenhart

JensThraenhart

Jens Thraenhart

Founder

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“As the role of Destination Marketing and Management Organizations evolves, so must its business model. The public and private sectors must collaborate. Together, these two forces can achieve greatness. This is especially vital preparing for a sustainable and balanced tourism recovery.”

Jens Thraenhart
What excites you about the Mekong Region?

I have traveled to virtually every corner in the Mekong Region, and have seen little villages with ancient rituals to bustling cities, tasted some amazing (some very interesting) food and drinks, was stunned by incredible world heritage sites and natural wonders, and connected with the most amazing people on this planet that opened their hears to welcome me into their homes.  The countries of the Greater Mekong Subregion (Cambodia, Lao PDR, Myanmar, Thailand, Viet Nam, and the provinces of Guangxi and Yunnan in PR China) have always fascinated me. It is such a beautiful and stunning region, rich in culture, heritage, and environmental assets – to be able to assist in promoting and developing tourism in these countries was a tremendous honour, to get the trust from the six governments. On the other hand, it was an exciting challenge to create a platform for stakeholder engagement and collaboration. I also saw this role as a unique opportunity to build a new model when it comes to sustainable destination management. 
Tell us about your Background

My entrepreneurial edge was sharpened, while studying medicine and working in a psychiatric hospital in Germany, when starting a unique food catering business, after buying a crepe maker in France, and offering crepes to parties in hospitals and street fairs, before crepes became popular in Germany. I went on to study hotel management in Switzerland, graduating with an MBA from Cornell University, and currently completing my doctorate thesis from The Hong Kong Polytechnic University.

When I was 24 years old, I was a General Manager of an 80-room golf resort in Germany, and I went on to work for luxury hotel companies from Kempinski Hotels & Resorts, Four Seasons Hotels & Resorts, Fairmont Hotels & Resorts, and Dusit Hotels & Resorts, before moving into tourism. My first step into government was working for the Canadian Tourism Commission (now Destination Canada) as head of Marketing Strategy. Digital & CRM, after being  appointed as Executive Director of the Mekong Tourism Coordinating Office by the six member countries.

Always having  been fascinated by Asia, I move to Beijing for 5 years and co-founded pioneering marketing and travel technology firm Dragon Trail in 2008, as well published the China Travel Trends books and online magazine, while being Chair for PATA China (Pacific Asia Travel Association). After almost 8 years heading the Mekong Tourism Coordinating Office, I have recently left Bangkok for the Caribbean, having been appointed as the Chief Executive Officer of the National Tourism Board of the Republic of Barbados. I am humbled to have been recognized as, Top 100 Rising Stars in Travel (2003),  Top 25 Extraordinary Minds in Travel and Tourism (204), Top 20 Brilliant Minds in European Hospitality (2014), and Global Tourism Hero (2021). 
How do you want to make an impact for the region?

I will always feel connected to this amazing part of the world and its people, but I will probably answer this question more on how I believe I have made an impact for the region over the past 10+years:  I realized early as Executive Director of The Mekong Tourism Coordinating Office  that in order to make regional tourism collaboration in the Greater Mekong work, it can only work in cooperation with the private sector. Due to the mistrust by the industry of government, it was vital to develop a private-sector led regional tourism board, which can work independently but in alignment with the public sector-owned regional tourism cooperation.  

I created the concept of Destination Mekong and formed the Mekong Tourism Advisory Group (MeTAG), established thematic community-driven tourism niche expert groups from the bottom-up, and put in place a sound governance structure to operate the private-sector-led regional tourism board in a transparent way, hosted by the Ministry of Tourism of Cambodia as a GMS member government.  With the private sector contributing to programs, initiatives, and campaigns to collaboratively promote and develop the region in an inclusive and sustainable fashion, supported by the policy framework of the six governments, the travel and tourism industry overall will increase resilience and competitiveness.

Personally, this was my greatest achievement, and the most valuable contribution to travel and tourism for the Mekong Region.

Please find out more by reading my interview with Sustainability Leaders:
https://sustainability-leaders.com/jens-thraenhart-interview/

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Catherine Germier-Hamel

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Catherine Germier-Hamel

Chief Executive Officer

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What excites you about the Mekong Region?

I first traveled to the Mekong region through the many stories shared by my parents about their childhood, and the delicious food prepared by my mother and my grandmothers. It took me a while to finally make the trip. I was in my early thirties when I visited the region for the first time, starting with Cambodia, Thailand, and Vietnam. I immediately felt a sense of familiarity and belonging and became passionate about the beauty and diversity of all the places I discovered throughout the years. Most importantly, I have truly valued the hospitality, generosity, and spirituality of the people I had a chance to meet. In so many ways, they helped me reconfirm my life purpose.
Tell us about your Background

I was born, raised, and educated in France, with half of my roots grounded in the Mekong region: my parents are both Eurasians from Indochina, like my grandparents. I wanted to explore the world and make it a better place for all from a young age. For over 25 years, I have built an international career dedicated to global and local development, including nine years in the field of environmental utilities. In 2005, I relocated to Korea with my husband, and since then, I have gained experience in sustainable tourism development and marketing, as director of global programs and consultant, then impact entrepreneur.
How do you want to make an impact for the region?

I believe the Mekong region has the potential to stand as a model of inclusive and harmonious growth through sustainable tourism development. I am strongly determined to actively support all efforts to promote it as an attractive, resilient, and vibrant travel destination, based on innovative business models and solutions. The tourism and hospitality industry can and should provide job and income opportunities to the locals while making sure no one is left behind. It is also essential that it empowers them so that they can lead their life proudly and independently. Together, let’s rebuild the Mekong region as a safe haven for all.

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Gerrit Krüger

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Gerrit Kruger

Chief Marketing Officer

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"To create good tourism, we need to build pride in communities in their culture, offerings, and products and provide capacity to enable balanced tourism. Only people who like their communities, will invite others to experience."

Gerrit Kruger
What excites you about the Mekong Region?

During my travels in the region, I am always amazed about the variety of experiences it offers. Even within one country, the regions provide different environments, cultures, and vistas. The Khao Yai National Park in Thailand is very different from Chon Buri. The Mekong Delta in Vietnam is different from the central parts of the country. Luang Prabang is different from Vientiane. What excites me is learning about the life stories of the people, especially those, who want to make an impact. There are many things to learn from them on how they overcame adversities and what gives the strength to build a life for their families and support their communities.
Tell us about your Background

I have been working in tourism since I was a student of civil engineering in Weimar, Germany. During that time, I took my first hotel service job and got excited about the services and hospitality industries. I later worked for the World Exhibition and the Autostadt, which is a theme park by Volkswagen, before I decided to change my studies to international marketing and tourism. This brought me to Asia, where I studied at the Nanyang Technological University in Singapore before joining the Singapore Tourism Board. Afterwards, I started my first own businesses, supplying hotels with teas and consulting companies on marketing and branding. Year later, I was asked to help Dusit Hotels & Resorts with their branding and loyalty programs, which brought me from Singapore to Bangkok, where I joined Chameleon Strategies, which is the lead partner in Destination Mekong. Overall, I have worked in this sector for close to 20 years and had the privilege to work on a number of exciting international projects in Europe, Asia, and the Middle East and I hope to use this knowledge to support the industry in the region.
How do you want to make an impact for the region?

Research has shown that people have the most engagement from stories. When friends tell you about their holidays, the experiences they had, and the people they met, you are more likely to consider a trip to the same region than when seeing a corporate video or advertisement. You will remember the content of the story more than when you are reading a book and you will feel more emotionally connected to it. The Mekong region has a lot of stories to tell. Stories that inspire, stories that make you think, stories that make you want to experience this wonderful region and its people. I believe by telling these stories, not only to potential tourists but also within the community, we can build a resilient and inclusive tourism sector that benefits communities and the region as a whole.

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