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ASEAN Spells Out its Tourism Priorities Ahead of 2015


 

ASEAN Secretary-General Dr Surin Pitsuwan and the ASEAN Tourism Ministers have endorsed the plan, which includes a swathe of initiatives such as the creation of a new website and digital promotional campaigns targeting the mass markets of China and India. ASEAN will also go for niche markets such as experiential, creative, adventure, business, senior, and long stay visitors. Further, there will be special promotions for the cruise market.

"Our strategy is designed to help build global recognition of Southeast Asia as a competitive, world-class tourism destination," said Dr Surin. "Our focus is on drawing visitors to the region and encouraging them to visit more than one country. As each has its own own unique attractions, we will capitalize on the sophisticated marketing capacity and resources of our individual national tourism organizations to spread the word."

The ASEAN Tourism Strategic Plan 2011-2015 is the foundation of the ASEAN Tourism Marketing Strategy (ATMS) 2012-2015, adopted by ASEAN Tourism Ministers in January 2012. It is the plan with which ASEAN national tourism organisations (NTOs) seek to achieve the objectives of 2015 and maintain double digit tourism growth, an ASEAN hallmark for much of the last 14 years.

ASEAN destinations attracted 81.2 million visitors in 2011, an average increase of a million visitors each year for the last two decades. Three out of four visitors to ASEAN come from Asia; 46.5% from within ASEAN and 27.6% from other Asian markets. According to ASEAN NTOs, Europe is the next largest group of visitors to ASEAN at 12.2%, followed by Oceania (including Australia and New Zealand) at 5.3%, and the Americas at 4.4%.

Niche and mass market promotions will go hand in hand. ASEAN Tourism Marketing Working Group Chairperson, Mr Sansern Ngaorungsi, who is also Deputy Governor of the Tourism Authority of Thailand said: "While ASEAN's niche, tactical campaigns will target sectors such as adventure, experiential, business and long stay, and show the diversity of ASEAN, mass tourism demand for mainstream attractions is expected to keep growing and bring important economic benefits to ASEAN destinations."

One niche sector, cruise is being favoured by ASEAN because riverine and sea cruise ships usually visit more than one destination. To promote cruise ship activity in ASEAN, Singapore is organizing the "Cruise Shipping Asia Pacific 2012" forum on 17 September in Singapore.

Southeast Asia NTOs will also be emphasizing the grouping's marketing plan at the ASEAN Tourism Forum which will take place in Vientiane, Laos 17-24 January 2013. Over 1,600 delegates will include some 150 ASEAN tourism ministers and officials, 800 ASEAN exhibitors, 400 international buyers, 150 international and local media and 100 tourism trade visitors.

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Sold-Out ASEAN Tourism Forum (ATF) 2013 TRAVEX Showcases More than 460 Booths
Sold-Out ASEAN Tourism Forum (ATF) 2013 TRAVEX Showcases More than 460 Booths

Over 1,000 exhibitors from across ASEAN have snapped up more than 460 booths at ATF TRAVEX 2013. This strong exhibitor line-up, which is 40% larger than the previous ATF TRAVEX showcase, represents a (12/12/2012)
Laos in Brief / Lao National Day, 2nd December 2012
Laos in Brief / Lao National Day, 2nd December 2012

The Peoples’ Democratic Republic of Laos is located in the center of Indochina, sharing borders with China , Myanmar, Thailand , Cambodia and Vietnam. (29/10/2012)
ASEAN Spells Out its Tourism Priorities Ahead of 2015
ASEAN Spells Out its Tourism Priorities Ahead of 2015

The countries of ASEAN are now implementing a clear road map to achieve the tourism objectives of the ASEAN Economic Community, due 2015. There will be a new 'ASEAN for ASEAN' campaign and special pro (16/08/2012)
ASEAN Tourism Forum (ATF) 2013 TRAVEX Goes To Vientiane, Lao PDR
ASEAN Tourism Forum (ATF) 2013 TRAVEX Goes To Vientiane, Lao PDR

Event reports high registration numbers from international buyers wanting to meet leading ASEAN exhibitors (06/05/2012)
ASEAN Tourism Forum (ATF) 2013, Laos
ASEAN Tourism Forum (ATF) 2013, Laos

ASEAN Tourism Forum (ATF) is a cooperative regional effort to promote the Association of Southeast Asian Nations (ASEAN) region as one tourist destination where Asian hospitality and cultural diversit (12/04/2012)
Welcome Message from Professor Dr Bosengkham Vongdara
Welcome Message from Professor Dr Bosengkham Vongdara

On behalf of the Lao People's Democratic Republic and the Host Committee of the 32nd ASEAN Tourism Forum (ATF), it is my greatest honour and pleasure to extend my warmest welcome (04/02/2012)

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LAOS TO GET BIG BOOST FROM ATF 2013

  Issue 72

Laos
The never-ending story of tourism
  Issue 18




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