Diverse cultures blend into unique tourism destination
CEBU, Philippines - ASEAN’s dynamic tourism industry is a key economic driver for member states with Thailand, Malaysia and Singapore ranking among the world’s top destinations.
The World Travel and Tourism Council estimates that in 2011 the sector contributed 4.4% to the ASEAN member states’ GDP, 3.2% of direct employment and 7.8% of total capital investment.
The Region’s tourism sector has also proved highly resilient to the challenges of the global economic downturn ad climatic events. In spite of the heaviest monsoon rains in decades and severe flooding, the Region attracted more than 79 million visitors in 2011, posting 7.4% growth.
The consistent growth performance has proved attractive to Direct Foreign Investment (FDI), together with countless opportunities and a multitude of niche tourist development opening up.
While the various stages of tourism development differ substantially between ASEAN countries, all face similar challenges in terms of sustaining tourism financially and environmentally. The aim is to implement measures to tackle challenges and take advantage of opportunities collectively.
Several core agreements were reached at the ASEAN Tourism Forum in January 2012, in support of the Association’s Tourism Strategic Plan 2011-15. These undertakings aim for integration in tourism for member states, together with an increase in connections, development of human resources, ensuring quality of service, creation of joint marketing strategies and development of tourism products.
The marketing strategy calls for member states to be responsible for the development of products and attractions. This could be developed through the creation of packages, circuits and clusters, using the product and experience from the developments of individual ASEAN countries.
Inter-ASEAN travel provides member states with the majority of their cross-border tourists. These make up 43% of total international arrivals. It is recognized that easing entry for visitors is a cost-effective way of increasing tourist traffic. Efforts are made to resolve visa and entry procedures to allow for free movement of people living in ASEAN countries across each other’s borders. A common visa is to be introduced in the near future for visitors from non-ASEAN countries.
Another part of the strategy is an open skies policy, allowing international airlines to develop routes to ASEAN countries.
Improvements to aviation services and infrastructure are crucial for tourist development. All major airports in the Philippines, for example, need to be upgraded.
Diving is becoming a steady growing attraction in ASEAN and the cruise market is another area that countries in the Region should tap into. Another important niche is medical travel. This caters to those who travel to receive treatment in other countries, ranging from specialist surgery and cosmetic procedures to dental care. Health tourism has been growing in Southeast Asia for some years bringing in more than US$ 4 billion a year in revenues.
ASEAN markets the Region with the brand theme “Southeast Asia Feel the warmth”. It is an action oriented strategic plan, designed to further strengthen Southeast Asia’s allure as an irresistible destination and one of the foremost competitors in the global tourism industry.
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