Asean countries are now working on a clear road map to achieve the tourism objectives of the Asean Economic Community in 2015. There will be a new ‘Asean for Asean’ campaign and special promotions, along with enhanced strategic cooperation with the growth markets of China, Korea, Japan, India and Australia.
A new website and digital promotional campaigns targeting the mass markets of China and India are part of the programme endorsed by the 10-country bloc’s tourism ministers and Asean Secretary-General Dr Surin Pitsuwan
Asean will also work to attract niche markets such as experiential, creative, adventure, business, senior, and long-stay visitors. There will be special promotions for the cruise market as well to take advantage of the region’s many island and port attractions.
“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 unique attractions, we will capitalise on the sophisticated marketing capacity and resources of our individual national tourism organisations to spread the word.”
The Asean Tourism Strategic Plan 2011-15 is the foundation of the Asean Tourism Marketing Strategy (ATMS) 2012-15, adopted by tourism ministers in January 2012.
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.
Niche and mass-market promotions will go hand in hand, Sansern Ngaorungsi, who chairs the Asean Tourism Marketing Working Group and is also a deputy governor of the Tourism Authority of Thailand.
“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,” said Mr Sansern.
One niche sector, cruises, is being favoured because river and sea-cruise vessels usually visit more than one destination. To promote cruise ship activity in Asean, Singapore will stage the Cruise Shipping Asia Pacific 2012 forum on Sept 17.
Southeast Asian NTOs will also be emphasising the group’s marketing plan at the Asean Tourism Forum in Vientiane from Jan 17-24 next year. More than 1,600 delegates will include some 150 Asean tourism ministers and officials, 800 Asean exhibitors, 400 international buyers, 150 international and local media members and 100 tourism trade visitors.
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