Ana Mandara Hue is a premier pioneering luxury resort developed in 1998 at Hue, Vietnam. However, as time has gone by, Ana Mandara has struggled to maintain their quality and excellent service and now needs to revive its status and competitiveness. As a consultancy company, the mission of EPAS (E for efficiency, P for professional, A for achievement, and S for Social responsibility) is to provide idealistic and professional strategies in terms of tourism planning and restructuring the Ana Mandara’s image.

 

AMD has given us authority for the purpose of rebranding, repositioning and upgrading the resort in addition to further development of additional new luxury residences and other facilities. Moreover, our team was assigned to conduct this project for advising AMD on the challenges to overcome the issues regarding the rebranding which are 1) Limited infrastructure & a lack of tourism flow 2) Lack of competitive advantage for hospitality industry in Vietnam, and 3) Lack of investor opportunity for future development.

 

Our research analysis and recommendation would provide for further development and improve the existing landscape character of Ana Mandara resort. It is important that the future development has a strong sense of place which is able to reflect the Vietnamese culture while developing a set of tourism development strategies to help set up their own themes from the year of 2020 and more.