The transformation after three years of implementing the strategy

Institute for Strategic Leadership Development and Research


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The transformation after three years of implementing the strategy

Viện Nghiên cứu Phát triển Lãnh đạo Chiến lược

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Thung Nham Ecotourism Zone is known as the tropical symphony in Ninh Binh province. It is located entirely in the core area of Trang An scenic landscape complex, next to Tam Coc – Bich Dong tourist site, about 12 km west from Ninh Binh city center. Covering an area of more than 300ha, Thung Nham Ecotourism Zone converges all kinds of common activities for tourists, such as fishing, mountain climbing, visiting garden, enjoying various natural scenary like flooded forests, primeval forests, shallow caves, and especially bird gardens with a variety of species.

After more than 10 years of opening its doors to tourists, Thung Nham was facing the challenge of preserving its heritage and exploiting the values bestowed by nature for sustainable development. In order to solve this problem, the Executive Board of Thung Nham has come to the decision that it is necessary to develop a long-term development strategy for Thung Nham Ecotourism Zone. After thoroughly researching and looking for a relyable consulting organization in the market, Director Pham Cong Thuc has decided to cooperate with the Institute for Strategic Leadership Development (Sleader) to implement the project: “Develop a development strategy  for Thung Nham Ecotourism Zone to 2025, Vision to 2030.”

Thung Nham has defined the vision: “By 2030, become the leading service provider in Ninh Binh province in terms of resort and health care associated with the natural ecosystem”. The strategy of Differentiation combined with centralization is persistently pursued by the Executive Board of the Resort. Up to now, the resort is still on the right path, moving fast forward with solid steps.

After nearly 3 years of implementing the strategy, Thung Nham has made good use of the opportunities and overcome the challenges posed by the Covid-19 pandemic. The results have been marked by significant changes in all aspects of the ecotourism zone from 2019 to the present.

Đường nội khu vào Vườn chim Thung Nham

The poetic road into Thung Nham Bird Garden

In terms of organizational structure, Thung Nham has separated the two highest leadership titles of the company according to the practice of global corporate governance. Accordingly, the Administration Council headed by the Chairman of the Administration Council holds the main function of strategic planning and supervision of implementation. The Board of Directors, led by the General Director, plays the role of operating the business, implementing the strategy set by the Administration Council. By doing this, the management and governance become more professional and efficient.

Thung Nham has clearly defined the functions and tasks of departments, developed the job description of mid-level management teams with specific powers and obligations. At the same time, Thung Nham also focuses on training human resources in the departments of Chambers, Kitchens and Restaurants in a methodical and professional way. The coordination of operations among departments in the Ecotourism Zone is more and more close-knit and systematic, thus has raised the quality of service markedly. As a result, the proportion of customers returning is aslo increasing.

Tham quan Khu du lịch bằng xe điện thân thiện với môi trường

Visit the resort by eco-friendly tram

Currently, the products and services of the Resort have been comprehensively developed with many additional support  services, from pick-up services at the transshipment place, check-in procedures to internal tram services, catering services, swimming poolecotourism guide, boat tour through the cave or bird watching. With a diverse service spectrum, visitors to Thung Nham can freely easily choose the preferable activities, thus extend the stay and create more value for the Resort.

Nhà hàng với sức chứa hơn 500 khách

The restaurant has a capacity of more than 500 guests.

At the same time, the brand positioning of Thung Nham Ecotourism Zone has been affirmed and clarified, creating a unity between the brand identity and customer experience. With the strategy of changing positioning in the eyes of customers, Thung Nham has transformed itself from a side stop of Trang An tourism into a major destination. Parallel to innovating brand identity associated with strategy, Thung Nham has the right promotional strategies, taking advantage of many platforms and distribution channels to reach customers like Facebook,,,, As a result, the number of customers coming to Thung Nham is increasing, the guest structure also changes gradually according to the target orientation of the Strategy.

As a strategic advisory partner of Thung Nham, the Institute for Strategic Leadership Development (Sleader) is delighted with the outstanding development that Thung Nham Ecotourism Zone has achieved in recent years. Additionally, we are confident that the aspirations and vision of the Executive Board will soon be achieved, contributing to the development of Ninh Binh tourism in particular and Vietnam tourism in general.

Beautiful images at Thung Nham Eco-Tourism Area:

Bến đò tại Thung Nham

The wharf in Thung Nham

Bể bơi mới khánh thành tháng 12 năm 2021

New swimming pool inaugurated in December 12

Rực rỡ đảo hoa Thung Nham

Dazzling Thung Nham Flower Island

Vườn chim Thung Nham nơi hội tụ của hơn 40 loài chim

Thung Nham Bird Garden where more than 40 species of birds converge

News: Institute for Strategic Leadership Development (Sleader)