PROJECT DESCRIPTION

The November 2015 general election was the culmination of a multilayer reform process initiated by Myanmar since the country’s opening in 2011. Given that 26% of the population lives below the subsistence level, private sector development and trade promotion are those instruments of poverty reduction which remain the government’s priority.

The Consortium led by ICON-INSTITUT supported GAP-analysis and organic certifications for mangos and tea and strengthened the relevant export conditions. 500 mango farmers learned about pruning, on how to correctly use pesticides and fertilizers, to keep records and how to handle harvest and reduce postharvest losses by 20%. By raising awareness, 100 mango farmers in the South Shan State and 400 tea farmers received were certified . Due to ICON's engagement in developing marketing strategies, the Myanmar tea is now well positioned in domestic markets, but also as a premium brand available in European markets. Tourism has been diversified into satellite destinations of the Inle Lake and Community Based Tourism has been promoted. I.e., the development of destination websites has been fostered, drone movies promote new destinations and present services and activities offered in the region. Social media campaigns and digital marketing, local markets for local jewelry makers and producers of handmade bags and rice crackers have been promoted. Strong support to the Department of Tourism and local tourism institutions, now able to provide assistance and services, to identify new destinations or to organise sensational events, such as cycling races. Village communities and MSMEs have been strengthened and now directly provide their services.

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