ASEAN targets Chinese, Indian tourists

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Chinese holiday makers are a major target group for the new ASEAN tourism campaign

A new campaign is out to promote tourism in Southeast Asia with a swathe of initiatives, such as the creation of a new website and digital promotion targeting the vast touristic growth markets of China and India.

The tourism scheme, titled “ASEAN for ASEAN”, has been endorsed by ASEAN Secretary General Surin Pitsuwan and tourism ministers from the 10-member bloc, and aims to steer the region towards objectives of the ASEAN Economic Community, to be established in 2015 for the six core ASEAN members Indonesia, Malaysia, Philippines, Singapore, Thailand and Brunei and in 2020 for the other four, Vietnam, Laos, Myanmar and Cambodia. Among the goals, ASEAN will seek out opportunities in niche tourism markets, such as those targeting experiential, creative, adventure, business, senior and long-stay travellers. The cruise market will also be “carefully considered.”

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

“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,” he added.

In the ASEAN Tourism Strategic Plan 2011-2015, adopted by the region’s tourism ministers in January 2012, national tourism organisations will work towards maintaining double-digit tourism growth, a trend that has been kept for much of the past 14 years.

In 2011, ASEAN nations welcomed 81.2 million visitors, keeping up with average growth of one million additional visitors for the past two decades.

Three out of four visitors that come to ASEAN nations are from Asia, with 46.5 per cent made up of intra-regional travellers and 27.6 per cent from other Asian markets.

Europe is the next largest source of tourists at 12.2 per cent, followed by Australia/Oceania at 5.3 per cent and the Americas at 4.4 per cent, according to ASEAN national tourism organisations.

 

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Reading Time: 2 minutes

Chinese holiday makers are a major target group for the new ASEAN tourism campaign

A new campaign is out to promote tourism in Southeast Asia with a swathe of initiatives, such as the creation of a new website and digital promotion targeting the vast touristic growth markets of China and India.

Reading Time: 2 minutes

Chinese holiday makers are a major target group for the new ASEAN tourism campaign

A new campaign is out to promote tourism in Southeast Asia with a swathe of initiatives, such as the creation of a new website and digital promotion targeting the vast touristic growth markets of China and India.

The tourism scheme, titled “ASEAN for ASEAN”, has been endorsed by ASEAN Secretary General Surin Pitsuwan and tourism ministers from the 10-member bloc, and aims to steer the region towards objectives of the ASEAN Economic Community, to be established in 2015 for the six core ASEAN members Indonesia, Malaysia, Philippines, Singapore, Thailand and Brunei and in 2020 for the other four, Vietnam, Laos, Myanmar and Cambodia. Among the goals, ASEAN will seek out opportunities in niche tourism markets, such as those targeting experiential, creative, adventure, business, senior and long-stay travellers. The cruise market will also be “carefully considered.”

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

“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,” he added.

In the ASEAN Tourism Strategic Plan 2011-2015, adopted by the region’s tourism ministers in January 2012, national tourism organisations will work towards maintaining double-digit tourism growth, a trend that has been kept for much of the past 14 years.

In 2011, ASEAN nations welcomed 81.2 million visitors, keeping up with average growth of one million additional visitors for the past two decades.

Three out of four visitors that come to ASEAN nations are from Asia, with 46.5 per cent made up of intra-regional travellers and 27.6 per cent from other Asian markets.

Europe is the next largest source of tourists at 12.2 per cent, followed by Australia/Oceania at 5.3 per cent and the Americas at 4.4 per cent, according to ASEAN national tourism organisations.

 

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