The recently concluded 35th ASEAN Tourism Forum (ATF) in Manila, Philippines saw a concerted effort by the 10 ASEAN states to create linkages to each other’s tourism strengths and offer a combined yet diverse tourism product By Steena Joy
When President Benigno Simeon Aquino III of the Republic of Philippines threw open the 35th ASEAN Tourism Forum in Manila recently, he set the tone for the building of an ASEAN economic community that would sustain itself. At the opening ceremony in the Philippine International Convention Centre, Aquino III declared that the success of ASEAN tourism will depend on sustainability. “ASEAN tourism is something we have to build together. We are not competitors but partners in inclusive tourism,” he stated.
And ATF 2016 was all about partnerships and the exchange of ideas and initiatives for rejuvenating tourism in these economies and leveraging on their tourism strengths. A significant component of the ATF programme is the Travel Exchange (TRAVEX), a series of business-to-business meetings between foreign buyers and ASEAN sellers of tourism products and services. The exhibition area spread over 9,130 sq metres at the SMX Convention Centre, had nearly 1,000 exhibitors from all the 10 member states and around 457 international buyers. India had a strong representation at ATF 2016 with 23 hosted buyers participating in the event. India along with Germany and the USA had the largest contingent of buyers (six per cent each). This is especially significant as the Department of Tourism (DOT) Philippines is looking at India and the Middle East as the new target markets for growth and is looking at increasing marketing spend in these markets.
Based on the theme, Community for Sustainability, the 35th edition of the forum witnessed the launch of the new ASEAN Tourism Strategic Plan (ATSP) 2016 – 2020. The plan 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. ATF 2016 saw many other new initiatives. Visit ASEAN@50 is the new ASEAN tourism campaign commemorating ASEAN’s 50th anniversary in 2017. The campaign will promote ASEAN as one destination and highlight the region’s iconic tourism products. ‘Cruise’ the new cruising brand for the ASEAN region was also unveiled with its logo in the shape of waves to denote the vibrancy of the region.
Benito C Bengzon Jr, ATF 2016 Philippine host committee chairman and DOT tourism development undersecretary, said that promoting all 10 members of the ASEAN as one destination might seem ‘undoable’ because of the region’s archipelagic nature. “But getting the industry to package tours covering three or more countries and involving land, sea and air transport could be the most exciting and attractive proposition a tourist could get,” he pointed out.
This is the fourth time the Philippines has hosted the ATF and the second time in Manila. Speaking on the MICE initiatives in the country, Art P Boncato Jr, assistant secretary, DOT Philippines, said, “MICE is very important for us. We plan to develop Manila, Cebu and Davao as potential international MICE destinations. These destinations are ideal as they have good airports, they are good gateways, and have good roads, existing hotels and excellent meeting facilities so they are ready for international MICE. We also have plans for training a more sophisticated workforce to meet the requirements of the MICE segment.”
10 countries, 9 themes
The 10 member national tourism organisations of ASEAN (ASEAN NTOs) revealed a combined ‘ASEAN for ASEAN’ campaign under nine different themes, to promote travel within the ASEAN region and intra-regional tourism cooperation.
Under the campaign, each NTO has taken on a specific task with the effort to drive internal regional tourism through 2016, as well as to generate awareness of the ASEAN tourism brand as well as a combined logo ‘Southeast Asia – Feel the warmth’. The beauty of Southeast Asia lies in its enchanting DNA of warm and hospitable people, culture, language, religion, cuisine and geography and the new logo is representative of that.
Zulzalani Osman, acting head of marketing and promotion centre from ministry of primary resources and tourism, Brunei Darussalam, and chairman of ASEAN tourism marketing and communication working group said, “Although many ASEAN people are quite familiar with their neighbouring countries, there are still plenty of unique tourism attractions in each ASEAN member state yet to be visited and experienced. We want the people of ASEAN to be fully aware, appreciative and proud of the great diversity of tourism assets in the ASEAN member states.”
While Brunei Darussalam will promote community-based tourism via trade shows, official website and print media, Cambodia will promote ASEAN culture and heritage tourism through its official website, trade shows, national festivals and local TV and magazines, likewise with Myanmar. Indonesia will endorse ASEAN spa and wellness via websites, participation in local trade shows and development of promotion videos; LAO PDR advocates nature-based tourism through the NTO’s website, brochures and other marketing collaterals; Singapore will promote 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 will focus on river-based tourism by marketing and promoting it through print media, while Malaysia will promote ASEAN adventure travel by having developed an e-book, which is available on www.aseantourism.travel. Thailand will run the #ASEANPhotowalk social media campaign. Philippines, on the other hand, will 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 the ASEAN tourism brand at the NTO’s pavilions in trade shows and in its promotional collateral.
Buyers’ speak
Jayshree Negandhi, CEO, Classis Travel and Tour, Mumbai said, “This is my first time at ATF. The event was well organised. I got a better knowledge of ASEAN destinations. I got to see good products and new niche products.”
Vijaymohan Kanneganti, MD, Holiday World from Visakhapatnam, Andhra Pradesh said, “ This time the buyer-seller meeting is genuinely happening. Appointments are well organised and on time. All 17 provinces displayed their products and we got a lot of insight into Philippines also.”
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 per cent, the largest share of the total international visitor arrival in the region in the past years.
India tourism ministerial meeting
The Fifth Meeting of ASEAN and India Tourism Ministers was held in conjunction with ATF 2016. The meeting was co-chaired by Benito Jr Bengzon, undersecretary, Department of Tourism of the Philippines, and Vinod Zutshi, secretary, ministry of tourism, Government of India. India was lauded on the increase in tourism exchange between the two governments.
ASEAN tourists into India reached 0.7 million in 2015, up by two per cent vis-a-vis 2014. Indian visitors to ASEAN was 3.57 million, an increase of 9.9 per cent. India has e-visa for nine ASEAN states – Singapore, Thailand, Malaysia, Cambodia, Myanmar, Vietnam. Laos, Indonesia and Philippines. The e-visa for Brunei will be included soon. The meeting also lauded India’s support of visiting faculty/ teachers of ASEAN hospitality institutes to India.