Britain urged to be GREAT in ASEAN markets to maximise group travel benefits

Kuoni Group Travel Experts highlighted the unrealised potential of tourism to Britain from Asian, and particularly some key ASEAN, countries at a meeting with Prime Minister David Cameron this month.

Organised by UKinbound and VisitBritain in Witney, Oxfordshire, the meeting highlighted the importance of inbound tourism and regional development, with the aim of attracting more international visitors who are looking beyond London for their travels. Discussion also centred on opportunities for growth and the challenge the UK might face from competitor destinations with a presence in ASEAN markets.

The ten members of the Association of South East Asian Nations (ASEAN) – Brunei Darussalam, Cambodia, Indonesia, Lao PDR, Malaysia, Myanmar, Philippines, Singapore, Thailand and Vietnam – are becoming increasingly important source markets for international travel. Together they account for 600 million people with a combined GDP of USD2.1 trillion, according to HSBC, and offer increasing potential for tourism as their economic prospects improve. The heart of this potential lies in the middle class, both as consumers and as a source of highly educated, high-productivity labour. GDP growth is robust, driven largely by domestic consumption and growing intra-regional trade.

In the past, achieving the region’s full growth potential has been blunted by poor connectivity, but it has used the global economic crisis to embark on a major infrastructure upgrade; building roads, ports and railways while dismantling the bureaucratic barriers to trade. That trade is expected to rise sharply over the next decade as the ASEAN Economic Community becomes a further boon from the end of 2015.

Kuoni Group Travel Experts gives businesses selling group tours access to a wide range of accommodation, services and experiences around the world. Group travel is a popular option in many Asian markets – particularly newer, fast-growing ones like those in the ASEAN – as it gives travellers the reassurance and security of native language tour guides, pre-planned meals and rooms in hotels that are best able to meet their needs.

Rob Andrew, Vice President of Inbound UK, says: “Upgraded infrastructure coupled with political and legislative commitment will help drive trade links, both within the ASEAN region but also with the rest of the world in coming years. This will in turn drive the growth of potentially millions of middle class consumers with a greater desire and ability to travel.

“VisitBritain’s GREAT campaign has been and remains a success story that it should rightly be proud of. Unfortunately, at present, the agency can only afford to focus its efforts on Indonesia, Malaysia and Singapore as ‘nurture markets’ and showcases its destinations in none of the other seven countries. As the UK’s national tourism marketing agency undergoes Triennial and Comprehensive Spending Reviews, there is a great opportunity for the UK government to think in the longer term and invest strategically today to secure the future potential of rapidly growing ASEAN markets.”

With five offices in ASEAN dedicated to serving the region, Kuoni Group Travel Experts have noticed that group travellers from the region made France, Italy and Switzerland their most popular destinations, ahead of the UK in fifth place behind Germany. The UK has only a 5% share of group travel out of ASEAN compared to France’s 22%.

Rob adds: “Whether customising a trip for ten or more family members or planning a city break for dozens of people, Kuoni Group Travel Experts makes it easy to put together the best programme possible, at the best price possible.”

sourced:traveldailynews.asia