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 promotions, along with enhanced strategic cooperation with the growth markets of China, Korea, Japan, India and Australia.
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.
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