ASEAN implements tourism road map

ASEAN countries have begun implementing the road map to achieve the tourism objectives of the ASEAN Economic Community due in 2015.

A new “ASEAN for ASEAN” campaign and special promotions are planned, as is enhanced strategic co-operation with the growth markets of Australia, China, Korea, Japan and India.

ASEAN secretary general dr Surin Pitsuwan said initiatives include 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 plus add special promotions for the cruise market.

"Our strategy is to help build global recognition of Southeast Asia as a competitive, world-class tourism destination," said 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."

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 per cent from within ASEAN, and 27.6 per cent from other Asian markets.

According to ASEAN NTOs, Europe is the next largest group of visitors to ASEAN at 12.2 per cent, followed by Oceania (including Australia and New Zealand) at 5.3 per cent, and the Americas at 4.4 per cent.

And to promote cruise ship activity in ASEAN, Singapore is organising the "Cruise Shipping Asia Pacific 2012" forum on September 17 in Singapore.

Sourced: impactpub