ASEANTA, which is expected to play a bigger role in the AEC, has mapped out several initiatives, including having a wider membership base and joining international organisations, in order to better align itself with regional and global tourism bodies.
Its president, Aileen Clemente, said that “to fully represent the travel industry”, ASEANTA has amended its by-laws to allow taking in members from recreational facilities, parks and convention centres. It has also widened its limits to include global members who have a business interest in ASEAN.
Previously, members have mainly comprised hotels, airlines, travel agencies, tour operators and NTOs within ASEAN.
The widening of ASEANTA’s membership base is in line with the goals of the ASEAN Tourism Strategic Plan 2016-2025 and the Visit ASEAN@50 campaign, set by the ASEAN NTOs during their meeting this week at ATF 2016 to encourage greater private sector participation.
After all, the private sector, especially ASEANTA, will be the one to come up with, push for and sell tourism products, reasoned Clemente.
“We’re hoping that as private sector partners, we are more in tune and aligned with (the government’s) marketing plans instead of just being told what to do. There’s a big difference,” she pointed out.
Clemente also said ASEANTA will be applying for membership with the UNWTO and WTTC so it “will be aligned with global tourism bodies”.
Membership is a big task that will require the studying of policies and agreements to comply with and figuring out how ASEANTA can fit themselves in, added Clemente.
The Federation of ASEAN Travel Agencies, one of the three ASEANTA sub-groups, will also seek membership in the Worldwide Summit of Presidents of Travel Agencies Association, usually held in Europe.
Other initiatives that the association is embarking on includes the presentation of the ASEANTA Special Award on Friday to Sabah Malaysia’s Ministry of Tourism and Culture for its extraordinary contribution to the tourism sector.
These initiatives are “small steps but with big impact,” said Clemente. “We don’t want to put a lot on our plate but we want to be focused and aligned (to create) greater impact.”
