Nestled in the lush forests of Luang Prabang Province in Laos, the Green Jungle Park is a nature escape for a growing number of tourists and locals alike. Spread over 30 hectares, the park offers family-friendly eco-adventure and activities, and is a unique place to learn about biodiversity and nature conservation. With a new branding strategy, the park’s owner and Managing Director, Akhom Phommahan, hopes to raise awareness about nature conservation and follow his passion for supporting the local community.
Mr. Akhom, founder of the Green Jungle Park, started his entrepreneurial journey as a young man with a small retail shop, following in his parents’ footsteps. However, he had his eyes set on a larger dream. He moved into the wholesale business and later worked as a sales ambassador for Beer Lao company. By then, he had developed solid entrepreneurship, marketing, leadership, and customer experience. In 2010, he opened a boutique hotel, “Le Bel Air”, an exclusive colonial-style resort, in Luang Prabang, the ancient royal capital, and a UNESCO World Heritage city. After 10 years, the hotel is still ranked among the top 10 boutique hotels in the city.
A Lao leisure park inspired by nature
However, Mr. Akhom’s passion was really nature, combined with a strong urge to contribute to the local economy and tourism. He believed there was a need for a place to promote nature, raise awareness of its protection and conservation, and develop community-based tourism. In 2015, he began identifying suitable land and developing the park’s concept, working closely with the local community, mentors, experts, and tourism professionals to define activities and the park’s infrastructure. Walking trails were delineated, educational spaces and family activities were designed.
The park opened in 2015 with a modest staff of 20. In 2025, the park welcomed some 120,000 visitors, while the staff had grown to 80.
Mr. Akhom’s eldest daughter, Sudalath Phommahanh, (known as Jenny), joined the Green Jungle Park as a trainee General Manager at the end of 2025. After moving to Singapore at 16 to study, she went on to Australia to gain work experience in multiple hotels, ranging from budget to luxury. “I started as a waitress and climbed the ladder to become a duty manager,” she explained. In her mid-twenties, she decided to head home and embrace entrepreneurship alongside her father, helping coordinate visitor services and staff management. “I also bring international hospitality practices to improve the visitors’ experience.”
Treetop adventure course and nature conservation programs
The park spans 30 hectares and features two waterfalls. To maintain the water flow, the land around the park needs to be managed. Some 100 hectares surrounding the park are jointly managed by the park and the government, Mr. Akhom explained.
The park features popular family and tourist activities, such as zip lines through the rainforest canopy, several trekking trails, and rope courses. Visitors can enjoy stunning viewpoints and visit the famous Hoi Khua waterfall. They can stay at several campsites or rent a bungalow, eat at restaurants and cafes. They can purchase daily passes, with discounts available for large groups.
The Green Jungle Park serves a general educational purpose for the public, as well as for students. Many of them come from overseas, such as Singapore, Japan, and China, to study biodiversity and nature conservation. Each year, said Jenny, a group of Japanese students comes to study insects. Chinese students recently visited the park to learn about its flora and fauna and enjoy camping.
All park visitors are taken by a one-of-a-kind display of over 50 flower species on more than 1,500 trees.
Supporting Luang Prabang’s Local Community
Mr. Akhom’s commitment to supporting the local community is one of his main goals. The park hosts a local market with stalls run by local vendors selling food, beverages, and handicrafts, creating job opportunities.
“Many of our employees come from the nearby village,” he said, while Jenny added that the park works with local suppliers for food, handicrafts, and various products. “By doing this,” she said, “we aim to support the local livelihood and create economic opportunities for the community surrounding the park.” Sometimes, several members of the same family work as staff in the park, she said.
Building the Green Jungle Park brand with sustainability at the core
Sustainability practices are core principles. “We focus on protecting nature and the environment, minimizing waste, and educating visitors about biodiversity.” “We also encourage responsible tourism practices, use environmentally friendly materials where possible, and promote conservation awareness", Jenny, a strong advocate of nature conservation, explained.
The Green Jungle Park was part of a WIPO branding project in Laos. The Korea Invention Promotion Association was commissioned to organize the development of the park brand in collaboration with the Lao Department of Intellectual Property.
Jenny and Mr. Akhom had a basic understanding of IP at the start of the project, but the project “allowed us to deepen our understanding and our knowledge of IP, which is actually very important to protect our brand and identity.” “Otherwise, you get lost in the market,” they said.
A new park map was created, along with a logo, park characters for merchandizing, and a mascot, all of which are expected to be protected as trademarks and industrial designs.
Increasing brand recognition and facilitating the park’s accessibility
With those new branding elements, Mr. Akhom and Jenny hope “that the project will help us refine our identity and communicate our values more clearly.” “We are hoping to strengthen our presence in the region and gain trust and recognition.”/
Increased visibility for the park also means expanding awareness of its biodiversity and ecosystems, and of its educational goals. Additional income will allow more activities for all ages and heightened support for the local community.
Mr. Akhom also hopes that within the next five years, the long-awaited bridge across the iconic Mekong River will become a reality, providing a more convenient route for visitors who currently need to take a boat across the river and then ride a car or motorcycle to reach the Green Jungle Park.
