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Tag: ASEAN@50

  • Singapore’s PM Launches Visit ASEAN@50 Campaign

    Singapore’s PM Launches Visit ASEAN@50 Campaign

    The Prime Minister of Singapore, Mr Lee Hsien Loong, and ASEAN Secretary General, Mr Le Luong Minh, officially launched the VisitASEAN@50 Golden Celebration tourism campaign on 18 January at the opening of the ASEAN Tourism Forum (ATF) in Singapore.

    The campaign promotes the twin objectives of commemorating the 50th anniversary of ASEAN, and embracing the ASEAN region as a single and united tourism destination.

    Ahead of its launch, ASEAN tourism ministers agreed that the objectives of the campaign were to raise tourist arrivals to the region to 121 million by end of 2017, up from 108 million in 2015. Tourism officials also hope to boost tourism receipts to USD83 billion and increase average length of stay to 6-7 days by encouraging tourists to travel to at least two ASEAN countries on each visit.

    Fifty special tour packages – carefully selected by the 10 member countries of ASEAN — are the main draw of the tourism campaign, which is supported by globally recognised companies such as Mastercard and AirAsia.

    The VisitASEAN@50 campaign comes at a time when tourism has been a star performer in Southeast Asia, rising from 42 million international arrivals to the region in 2000 to 108 million in 2015, according to numbers provided by the ASEAN Secretariat.

    The proliferation of low cost airlines, rising living standards in the region and the proximity of mass markets such as China have turned tourism into a powerful workhorse, which now commands about 12.4 % of the ASEAN economy according to the World Travel and Tourism Council.

    In his speech, Prime Minister Lee called for better connectivity within Southeast Asia and urged fellow member countries not to shy away from “less glamorous” tourism development tasks such as building new infrastructure, enhancing training and reducing red tape. Specifically he said he would like to see ASEAN strengthen air links, boost cruise tourism and develop tourism’s human resource skills.

    During the launch on 18 January, a new hybrid orchid named Papilionanda ASEAN Golden Jubilee was unveiled to commemorate 50 years since the launch of the Association of Southeast Asian Nations (ASEAN) in 1967. The orchid was created from several different strands of genus from various ASEAN countries.

    The Visit ASEAN@50 campaign will run until 31 December this year. Details on the 50 special tour packages are available on the campaign’s official website at www.visitASEAN50.com.

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  • Visit ASEAN@50 Tourism Branding Unveiled

    Visit ASEAN@50 Tourism Branding Unveiled

    The Association of Southeast Asian Nations (ASEAN) today revealed the branding for its “Visit ASEAN@50 Golden Celebration 2017” tourism campaign.

    The branding was unveiled by the 10 ASEAN heads of state at the ASEAN Summit in Vientiane, Laos today.

    The new campaign will promote the twin objectives of commemorating the 50th anniversary of ASEAN in 2017, and embracing the ASEAN region of Southeast Asia as a single and united, yet diverse, tourism destination.

    Further objectives of the Visit ASEAN@50 campaign include raising international visitor arrivals to Southeast Asia from 108.9 million in 2015 to 121 million by the end of 2017 and increasing tourism receipts from USD75 billion in 2014 to USD83 billion, also by the end of next year.

    Multiple activities and promotions will be announced to drive the campaign. Visit ASEAN@50 partners will be revealed at the ITB Asia travel industry show in Singapore in October. Special travel experiences and offers will be announced at the World Travel Market in London in November. 

    “ASEAN’s Golden Jubilee serves as a great opportunity for our 10 member states to celebrate Southeast Asia’s strength through diversity as the world’s fastest growing tourism destination,” said Mr Thongloun Sisoulith, Prime Minister of Lao PDR and Chairman of the ASEAN Summit. “Visit ASEAN@50 will contribute towards our vision of creating a cohesive ASEAN economy,” he said.

    Key target markets for ASEAN’s 50th anniversary tourism campaign in 2017 will be long-haul markets such as Europe, Middle East and North America, as well as intra-ASEAN, China, Japan, Korea, India and Australia.

    The ASEAN Tourism Competitiveness Committee, which is responsible for the tourism campaign implementation with partners, says planned ASEAN@50 marketing activities include: 

    • “VisitASEAN@50” official launch at the ASEAN Tourism Forum early January 2017 in Singapore
    • Media familiarisation trips showcasing ASEAN connectivity and multi-country travel routes
    • Special tour packages with offers, special airfares, shopping discounts for travel in 2017 (details to be revealed at WTM London, November 2016)
    • Campaign promotion in international travel trade shows in key source markets
    • Cooperative marketing programs with travel, media and airline partners (to be announced at ITB Asia, October 2016)
    • Print and online advertising, as well as TV, video and promotions
    • Social media campaigns to enhance consumer engagement
    • Promotional programs by ASEAN’s national tourism offices targeting trade, consumer and MICE markets throughout 2017

    The 2017 50th anniversary tourism campaign is part of the ASEAN Tourism Strategic Plan 2016-2025, which was adopted by the association’s tourism ministers in Manila in January 2016.

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