Mastercard and ASEAN NTOs have entered a two-year partnership to promote South-east Asia through a campaign that celebrates the region’s geography, culture and heritage sites, as well as the hospitality of its residents.
In addition to promoting travel across intra-ASEAN corridors, the Feel the Warmth campaign also aims to boost inbound travel from China, India and Australia.
“This is a great opportunity for our 10 member states to celebrate South-east Asia as the world’s fastest-growing tourism destination,” said Benito Bengzon, undersecretary, Philippines Department of Tourism, who is also chair of the ASEAN Tourism Marketing Partnership Working Group.
“By partnering with Mastercard and featuring convenient and secure ways to pay cross-border, we’re delivering on our vision of creating a cohesive ASEAN economy and sharing the vast array of exciting experiences with travellers from every corner of the world.”
In addition to acceptance at over three million merchants in the region, travellers can also use their Mastercard cards to pay for local travel and small purchases. For example, Mastercard contactless credit, debit and prepaid cards can be used to pay for buses and trains in Singapore, as well as e-payments at convenience stores in Thailand and taxi apps across South-east Asia.
“South-east Asia offers a treasure trove of opportunity and experiences for businesses and consumers, and Mastercard’s collaboration with the ASEAN Tourism Board will give travellers even more reason to immerse themselves in the region’s dynamic environment,” commented Audrey Yeo, vice president, marketing and communications, Southeast Asia, Mastercard.
Mastercard’s partnership with the ASEAN NTOs builds on an earlier collaboration between the two organisations, the Visit ASEAN@50: Golden Celebration, which brought together tourism partners and Mastercard’s global Priceless Cities programme to strike a universal chord with consumers across different countries, languages and cultures.