Manila, 22 January 2016: ASEAN members unveiled the inaugural Cruise south-east Asia brand today, taking another step towards establishing the region as a cruising region of choice.
The brand was launched by the ASEAN Tourism Ministers on the last day of the ASEAN Tourism Forum at the Sofitel Philippine Plaza, and bears the tagline, ‘Feel the warmth'. It emphasises the warmth of south-east Asia’s hospitality – similar to that of the ASEAN tourism brand – and also references the region’s year-round warm waters, which make it ideal for cruising.
With cruise tourism being a regional product that taps on the appeal of the various destinations, the creation of the Cruise south-east Asia brand will further entrench south-east Asia in the minds of both consumers and industry stakeholders. It will also help raise interest in cruising as an ideal way to discover the region’s myriad cultures and vibrant combination of history and modernity.
Said Ybhg Tan Sri Dr. Ong Hong Peng, Secretary General, Ministry of Tourism and Culture, Malaysia: "I am confident the development of an ASEAN Cruise brand is indeed a significant initiative to generate new sources of growth for the region. As such, ASEAN countries can look forward to seeing more cruise ships coming to this part of the world. Towards this end, the Ministry of Tourism and Culture, Malaysia will intensify our support and enhance cooperation to promote and grow the ASEAN Cruise brand in the coming years.”
The idea for a unified regional brand was proposed by Singapore in its role as the ASEAN lead co-ordinator for cruise development. It was warmly supported by the other ASEAN member states, reiterating their desire to grow cruise tourism together.
Said Mr Lionel Yeo, Chief Executive, Singapore Tourism Board: “The launch of the Cruise south-east Asia brand reiterates our region’s commitment to band together and harness the growth potential of the cruise industry.”
The brand will be unveiled to the international cruise industry in March when ASEAN member states come together once more to promote cruising in the region at the Seatrade Cruise Global conference and tradeshow in Miami, Florida, United States of America.
Manila, 22 January 2016: The ten ASEAN tourism ministers collectively launched the ASEAN Tourism Strategic Plan (ATSP) 2016-2025 at the Tourism Ministers’ press conference on the 22nd January during the 35th ASEAN Tourism Forum (ATF) held in Manila, the Philippines.
The vision of the ATSP is: ‘By 2025, ASEAN will be a quality tourism destination offering a unique, diverse ASEAN experience, and will be committed to responsible, sustainable, inclusive and balanced tourism development, so as to contribute significantly to the socio-economic well-being of the ASEAN people.’
In keeping with the vision, there are two main strategic objectives to be accomplished. Firstly, to enhance the competitiveness of ASEAN as a single global destination, which will include intensifying the marketing and promotion efforts to present ASEAN as a single destination, while creating unique ASEAN travel experiences and destinations. It is essential that infrastructure requirements be met adequately, which will involve expanding connectivity, upgrading standards for tourist facilities and services, as also enhancing travel facilitation and safety and security. A key factor in achieving this objective will be to attract investment in ASEAN tourism.
The second challenge will be to ensure that ASEAN tourism is sustainable and inclusive. This can come about by reinforcing local community and public-private sector participation in the tourism value chain; improving safety and security; prioritising the protection and maintenance of natural and cultural heritage and increasing the responsiveness of ASEAN tourism to environmental protection and climate change.
Said the Honourable Ramon R. Jimenez, Jr, Secretary of Tourism, Philippines: “The new ASEAN Tourism Strategic Plan (ATSP) 2016 – 2025 will work towards not only the development and growth of the region’s tourism, but also in ensuring that this growth is grounded on responsible, sustainable, and inclusive tourism.”
In order to achieve the above strategies seamlessly, the ASEAN tourism ministers will provide the policy framework and direction, while the NTOs will serve as the executing bodies to implement the same.
It is anticipated that, if the strategic programmes and projects are fully resourced and implemented, by 2025 the GDP contribution of ASEAN tourism could potentially increase from 12% to 15%, with tourism’s share alone of total employment rising from 3.7% to 7%. It is predicted that the per capita spend by international tourists could increase from US$ 877 to US$ 1,500 even as the average length of stay of international tourist arrivals goes up from 6.3 nights to 8 nights.
Manila, 22 January 2016: Ten member national tourism organisations of ASEAN (ASEAN NTOs) revealed a combined ‘ASEAN for ASEAN’ campaign under nine different themes, to promote travel within ASEAN region.
Under the campaign, each NTO has taken on a specific task with the effort to drive internal regional tourism through 2016, as well as generate awareness of ASEAN tourism brand.
Although many ASEAN people are quite familiar with their neighboring countries, there are still plenty of unique tourism attractions in each ASEAN Member State yet to be visited and experienced. We’d like the people of ASEAN to be fully aware of, appreciates and proud of the great diversity of tourism assets in ASEAN Member States.
While Brunei Darussalam promotes community-based tourism via trade shows, official website and publishing related articles in the print media, Cambodia promotes ASEAN culture and heritage tourism through its official website, tradeshows, national festivals, local TV and magazines, likewise with Myanmar, who also arranged photo exhibitions in their national events.
Indonesia endorses ASEAN spa and wellness via websites, participation in local trade shows and development of promotional videos; LAO PDR advocates nature-based tourism through the NTO’s website, brochures and other marketing collateral; Singapore promotes cruise tourism, especially the infrastructure and itinerary development in the region, the Southeast Asia Cruise branding project and the collective participation of ASEAN Member States at Cruise shows; Vietnam takes on river-based tourism by marketing and promoting it through print media, while Malaysia promotes the ASEAN adventure travel by developing an e-book, which is available on www.aseantourism.travel. Thailand organized experiential and creative travel through photo exhibitions and will run the #ASEANPhotowalk social media campaign.
Philippines, on the other hand, promote MICE, by organising international events such as the ASEAN MICE Leaders Congress, ASEAN Plus Three Tourism Youth Summit, ASEAN Friendship Run, ASEAN Festival.
The effort also includes featuring ASEAN tourism brand at the NTOs’ pavilions in tradeshows and in their promotional collaterals.
Statistics boast of a record number of intra-ASEAN visitor numbers that account for half the total of international tourist arrivals. Intra-ASEAN visitor arrival represented 46-48%, the largest share of the total international visitor arrival in the region in the past years.
Manila, Philippines, 19 January 2016 – Philippines, the host of the 35th ASEAN Tourism Forum (ATF) 2016 in Manila, is pulling out all stops to make an impression on its 2,620 delegates comprising of ministerial and NTO delegates, as well as TRAVEX suppliers from across ASEAN, international buyers and media.
ATF TRAVEX, that features the largest and most diverse collection of ASEAN suppliers, will see 1,000 exhibitors connect with 457 buyers from around the world, alongside 175 international and local media. A massive 500 of these delegates have been hosted to the event.
The 3-day ATF TRAVEX 2016 which commences from tomorrow till 22 January, will aggregate close to 70 official sessions with the host country setting new highs on several fronts – from one of its largest ATF TRAVEX exhibition showcases ever with 175 local exhibitors across the Philippines, to a generous line-up of social activities including the Pre-Show City Tours, Opening Ceremony, Welcome Reception and Dinner, and Farewell Party for all ATF delegates, as well as the Heavy Cocktails and exclusive Hosted Dinner for ASEAN NTO delegates. Through its Filipino hospitality and capability, the country is clearly demonstrating it has what it takes to be the fun destination of ASEAN. Complete with world-class infrastructure, facilities and services to make even greater headways in its tourism appeal.
One of the Philippine Host Committee’s most anticipated highlights is its whopping 10 post-ATF tours that run from 23 to 26 January to celebrated spots in the Philippines. This possibly marks ATF’s most extensive number of post-show tours in recent years. With a diverse range of itineraries including UNESCO sites and heritage tours, to islands hopping and highlands visits, there is a Philippine destination to suit every taste. The list of tours offered include Ilocos: UNESCO World Heritage Tour; Cordillera Heritage Tour, Southern Luzon’s Heritage, Wellness, Culinary Trail; El Nido; Palawan: The Last Frontier; Northern Palawan’s Eco Adventure; Bicol Express; The Visayan Charms; Negros Y Cebu and Islands to Highlands.
“Visit Philippines Year (VPY) 2015 was truly a huge success. This year, with Visit the Philippines Again (VPA) 2016, we are confident that it will be another spectacular year for the tourism industry, not just with the help of the government and private sector, but also with the heart of the Filipino people. With the Filipinos as our most important asset, VPA 2016 will surely captivate tourists even more as they return this year. We believe that this year’s host committee has created ample opportunities for delegates to experience the appeal of The Philippines.” said Susan del Mundo, Chairperson of ATF 2016 TRAVEX Sub-Committee.
True to ATF’s objectives of promoting the 10 ASEAN regions as a single destination, the spotlight at this year’s event is not only on the Philippines. Other ASEAN NTOs have displayed huge support and involvement in enhancing the 2016 ATF TRAVEX programme. In addition to their own showcase on the exhibition floor, countries like Malaysia, Singapore, Thailand and Indonesia will be showcasing their own destination’s appeal and hospitality, while evidencing ASEAN’s strength of diversified experiences amidst a unified community during hosted lunches, late night functions and cocktail bashes.
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