VisitBritain limits ASEAN promotions

25 Feb 2015  2037 | World Travel News

LONDON  Kuoni Group Travel Experts highlighted the unrealised tourism potential of key ASEAN countries in a presentation to the UK Prime Minister, David Cameron, earlier this month.
The ten members of the Association of Southeast Asian Nations (ASEAN) account for 600 million people with a combined GDP of USD2.1 trillion according to a HSBC report.
VisitBritain’s GREAT campaign, due to a lack of funds, focuses on just three of the member countries; Indonesia, Malaysia and Singapore. They are described as ‘nurture markets’
Even with that focus, the UK has just a 5% market share of group travel out of ASEAN compared to France’s 22%.
inside no.2Kuoni Group stressed that the UK government should think longer term and invest strategically today to secure the future potential of rapidly growing ASEAN markets
Kuoni Group Travel Experts, a group travel provider, 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 and convincing them to look beyond London for their travels.
Discussion also centred on the challenge the UK might face from competitor destinations with a presence in ASEAN markets.
ASEAN is made up of Brunei Darussalam, Cambodia, Indonesia, Lao PDR, Malaysia, Myanmar, Philippines, Singapore, Thailand and Vietnam.
Efforts to reach this market was blunted by poor connectivity, but over the next decade as the ASEAN Economic Community outbound travel will boom.
Kuoni Group Travel Experts gives businesses selling group tours access to a wide range of accommodation and services worldwide.
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.
Kuoni Group vice president of Inbound UK, Rob Andrew, said: “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.”
He noted that VisitBritain’s investment in promotions concentrates on just three countries ( Singapore, Malaysia and Indonesia) with no funds to promote in the other seven member countries of ASEAN.
Through its five offices located in the ASEAN region, the travel group 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.
Strict visa rules, a strong UK pound, high hotel costs, a lack of hospitality and value for money are all factors that encourage travellers to go elsewhere.

sourced:ttrweekly.com

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