The curtains closed on the 32nd ASEAN Tourism Forum yesterday (January 24) and as host country Laos bids farewell to the more than 1,000 sellers, buyers and media who attended, it is worth reflecting on the promise of South-east Asian tourism.
The region is entering an exciting period, with the ASEAN Economic Community (AEC) blueprint driving it towards a single, globally competitive market by 2015. The AEC promise is for a region with free movement of goods, services, investment, skilled labour and a freer flow of capital, which has immense benefits for travel and tourism.
As it is, ASEAN’s tourism industry is shining like never before, the rising middle class among its more than 600 million people alone a rich source of visitors for the region, never mind the massive populations of its dialogue partners.
As a destination, its favourite description of itself as a region of diversity has never rung truer, never been more appealing. Cultural diversity aside, ASEAN offers a rich palette of diverse and contrasting sights today, from Singapore’s aspirational tourism attractions to Myanmar’s astoundingly exotic ones.
Last year, no fewer than five new airlines launched in South-east Asia, namely, AirAsia Philippines, Singapore’s Scoot, Indonesia’s Mandala, Thai Smile and Lao Central Airlines. There will be more opportunities for the LCCs among these carriers to increase their market share this year in Myanmar and Vietnam, where LCC penetration is below the global average of 26 per cent, according to the Centre for Asia-Pacific Aviation.
Accessibility is also getting better on the visa front. A significant regional initiative was the single visa agreement for Thailand and Cambodia, effective December 27 last year (see page 2). Tourists from 35 countries could apply at the embassy of either country for a stay up to 60 days in Thailand and 60 days in Cambodia. The agreement between Thailand and Cambodia for the single visa comes under the Ayeyawady-Chao Phraya-Mekong Economic Cooperation Strategy (ACMECS) framework, an initiative mooted by Thailand in 2003.
Is it any wonder that ASEAN countries saw great arrivals numbers last year – Thailand surpassed the 21 million mark on December 28. Myanmar hit its own record – there were 1.1 million foreign tourists last year, a 30 per cent rise over 2011.
What can derail this golden period for ASEAN?
One is political stability, such as conflicts involving the Preah Vihear Temple, or Thailand’s political situation. Another is the global economy, which still is a huge source for concern.
Yet another is environmental sustainability, for which ASEAN ranks so poorly in a World Economic Forum ASEAN Travel Tourism Competitiveness Report 2012. This is worrisome, as the strength of ASEAN’s tourism attraction lies in its “spectacular landscapes and attractions, vast ecosystems with stunning wildlife, and rich culture and history”, as the report pointed out.
And for travel and hotel companies in ASEAN, while a free movement of goods, services, investment, skilled labour and a freer flow of capital in the region spells opportunities, it is only for those who prepare themselves for it but a threat for those who don’t. My advice is to read up on the AEC, understand its implications and muscle up the resources to harness its opportunities and fend off the threats. After all, 2015 is only two years away, a blink of the eye in today’s digital age.
ASEAN"s 2015 promise
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