ASEAN’S integrated tourism strategy would pack a heavier punch by focusing on South-east Asia as a destination rather than branding the association within the travel trade, say industry players.
Few doubt the region’s ability to attract travellers from regional and long haul markets. However, some remain unconvinced a “Visit ASEAN” campaign could ever outweigh the appeal of promoting South-east Asia.
Peter Semone, chairman, PATA Foundation and chief technical adviser, Lanith, said: “I have always felt strongly that ‘Visit ASEAN’ is a misnomer. ASEAN is an association. So, it would be like saying ‘Visit PATA’. I don’t think major medium-haul and long haul markets understand what ASEAN is. They do, however, know what South-east Asia is. We should be promoting South-east Asia and not ASEAN.”
Duncan Webb, CCO, Onyx Hospitality Group, concurred, adding that brand ASEAN “has little resonance with consumers”. He said: “The increased focus from the introduction of the ASEAN Economic Community may increase some consumer awareness, but it’s unlikely it’ll ever have the same credibility at a consumer level as South-east Asia and its mystical allure.”
However, other industry players are more positive about the association’s ability to market the region. “I don’t foresee any major challenges with promoting ASEAN tourism, showcasing our cohesion within the ASEAN communities and our unity across our cultures,” said Philip Wigglesworth, business development manager, Destination Asia (Thailand). “Creating a single-market ASEAN campaign may be a challenge…but with the right balance for all we can hopefully grow and encourage tourism right across the community.”
Valerie Gardelle, marketing manager, Luxury Travel Vietnam, said while ASEAN may lack South-east Asia’s “sex appeal”, when it comes to marketing, the association plays a key role in developing tourism across the region.
“ASEAN’s purpose is noble and everybody can find his or her own benefit within this initiative. The challenge (in promoting ASEAN as a destination) is to find the right words and the easiest way to make messages understood, and engage all kinds of audiences,” she said.
