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Asean Unveiled Tourism Marketing Initiatives to Sustain Growth and Awareness to The Region

January 24, 2019 Trade Events No Comments Email Email


At ASEAN Tourism Forum (ATF) 2019, ASEAN National Tourism Organizations (ASEAN NTOs) revealed their collective efforts in marketing initiatives to inspire travel to Southeast Asia.

“While each Member State continues to promote their own country, the 10 ASEAN Member States also work together to promote Southeast Asia. This is the first time that ASEAN has shared their marketing work plans and direction, since the adoption of the ASEAN Tourism Marketing Strategy (or “ATMS”) 2017-2020.  Collectively, we aim to promote multi-country travel within this region, positioning Southeast Asia as a single destination,” said Mr John Gregory Conceicao, Executive Director, International Relations, Market Planning and Oceania, Singapore Tourism Board, who represented the Chair of ASEAN Tourism Competitiveness Committee (ATCC).

Within the framework of ASEAN Tourism Strategic Plan (ATSP) 2016-2025, ASEAN NTOs developed the ASEAN Tourism Marketing Strategy (ATMS) 2017-2020 as a guideline to embark on marketing activities during the stated period. The objective of the ATMS is to build awareness of Southeast Asia as a unique, sustainable and inclusive tourism destination, with a focus on digital marketing and partnerships.

The target geographic segments are intra-ASEAN, China, Japan, Korea, India, Europe, USA, Australia and Middle East.  Southeast Asia’s unique culinary, wellness, culture & heritage and nature & adventure offerings are to be highlighted over the course of the ATMS period.

Main marketing activities in 2018 included engaging a marketing agency for the first time to support social media strategies and online promotion, as well as collaborating with strategic partners such as AirAsia and TTG in several ASEAN-related campaigns. Promotions in China, Japan and Korea were supported by the ASEAN-China Centre, ASEAN-Japan Centre and ASEAN-Korea Centre respectively, whereby in Australia and India marketing programs were assisted by the ASEAN Promotional Chapter for Tourism in Australia and India in the respective markets.

Future plans for 2019 include revamping the ASEAN tourism website, launching integrated marketing campaigns with partners, establishing more like-minded partnerships, as well as strengthening existing collaborations.  The overall marketing efforts  is intended to raise awareness of the diversity of the ASEAN region and ASEAN Tourism brand. The ASEAN Tourism logo will be used as the main promotional logo for marketing purposes.

“While each Member State continues to promote their own country, the 10 ASEAN Member States also work together to promote Southeast Asia. This is the first time that ASEAN has shared their marketing work plans and direction, since the adoption of the ASEAN Tourism Marketing Strategy (or “ATMS”) 2017-2020.  Collectively, we aim to promote multi-country travel within this region, positioning Southeast Asia as a single destination,” said Mr John Gregory Conceicao, Executive Director, International Relations, Market Planning and Oceania, Singapore Tourism Board, who represented the Chair of ASEAN Tourism Competitiveness Committee (ATCC).

Within the framework of ASEAN Tourism Strategic Plan (ATSP) 2016-2025, ASEAN NTOs developed the ASEAN Tourism Marketing Strategy (ATMS) 2017-2020 as a guideline to embark on marketing activities during the stated period. The objective of the ATMS is to build awareness of Southeast Asia as a unique, sustainable and inclusive tourism destination, with a focus on digital marketing and partnerships.

The target geographic segments are intra-ASEAN, China, Japan, Korea, India, Europe, USA, Australia and Middle East.  Southeast Asia’s unique culinary, wellness, culture & heritage and nature & adventure offerings are to be highlighted over the course of the ATMS period.

Main marketing activities in 2018 included engaging a marketing agency for the first time to support social media strategies and online promotion, as well as collaborating with strategic partners such as AirAsia and TTG in several ASEAN-related campaigns. Promotions in China, Japan and Korea were supported by the ASEAN-China Centre, ASEAN-Japan Centre and ASEAN-Korea Centre respectively, whereby in Australia and India marketing programs were assisted by the ASEAN Promotional Chapter for Tourism in Australia and India in the respective markets.

Future plans for 2019 include revamping the ASEAN tourism website, launching integrated marketing campaigns with partners, establishing more like-minded partnerships, as well as strengthening existing collaborations.  The overall marketing efforts  is intended to raise awareness of the diversity of the ASEAN region and ASEAN Tourism brand. The ASEAN Tourism logo will be used as the main promotional logo for marketing purposes.



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