ASEAN finally pushes through joint tourism marketing initiative

ASEAN tourism ministers have finally endorsed a four-year joint marketing plan that is targeted at achieving the tourism objectives of the ASEAN Economic Community, due to take effect in 2015, and maintaining double digit tourism growth for the region.

The ASEAN Tourism Strategic Plan 2011-2015 is the foundation of the ASEAN Tourism Marketing Strategy 2012-2015, adopted by ASEAN tourism ministers at ATF 2012 in Manado. The plan will comprise a swathe of initiatives such as a new ASEAN for ASEAN campaign, a new website, as well as digital campaigns and special promotions targeting the growth markets of China, South Korea, Japan, India and Australia.

"Our strategy is designed to help build global recognition of South-east Asia as a competitive, world-class tourism destination," said ASEAN secretary-general, Surin Pitsuwan. "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 marketing capacity and resources of our individual NTOs to spread the word."

ASEAN tourism marketing working group chairperson, Sansern Ngaorungsi, said: "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."

One niche sector, cruise, is being favoured by ASEAN because riverine and sea cruise ships usually visit more than one destination. To promote cruise ship activity in the region, Singapore will be hosting the Cruise Shipping Asia-Pacific 2012 conference and tradeshow from September 17-18.

-TTG Asia.