As a region that is part of the Asian continent, countries in Southeast Asia have characteristics of tropical climates with an enchanting archipelago and year-round sunshine. The landscape ranging from mountains, sea to the beach with white sand and the green tosca water almost can be found throughout this region. Not only that, the region of Southeast Asia has cultural richness of tangible and intangible. It is marked by the existence of 17 cultural heritages which has been written in the List of UNESCO World Heritage. At least, this can be an attraction for tourists around the world. It is proven by the number of significant international arrivals. Data compiled by Pacific Asia Travel Association (PATA) in 2015 recorded more than 115 million international arrivals by 2015 which is expected to reach 173 million by 2018 with a total growth of 2% annually. Thailand is included in the second rank in the category of Top Five Fastest Growth Destinations 2014 – 2018 with the highest total international arrivals of 36 million, followed by Malaysia 27.7 million, Singapore 16.7 million, while Indonesia, Cambodia, Philippines, Lao, Myanmar, Brunei Darussalam and Vietnam still at the number below 10 million arrivals in 2015.
In order to continue to develop the tourism sector, ASEAN establishes interconnectivity in tourism through ASEAN Tourism Ministers which produces an integrated tourism strategy as outlined in the ASEAN Tourism Strategic Plan (ATSP) 2016-2025. ATSP 2016-2015 focuses on two main visions. First, is improving the competitiveness of ASEAN by becoming an integrated tourism destination. Second, ensuring that tourism in ASEAN takes into account the inclusive and sustainable aspects. This is in line with the implementation of the ASEAN Tourism Strategic Plan 2016-2025 which is further described in 10 strategies of tourism sector development programs, namely promotion and marketing, product development, human resources development, tourism investment, service quality, sustainable tourism, tourism transportation facilities, tourists’ security and safety, connectivity and infrastructure, and climate change issues.
One of the ten strategies of tourism development program in ATSP 2016-2025 is on promotion strategy and tourism marketing in ASEAN. Through the website www.aseantourism.travel, tourists can access any tourism related information such as ongoing events or festivals, photos and videos of tour activities, book airline tickets or hotels, to tour referrals that will assist them in determining the itinerary of the tour. Promotion step is also pursued by the slogan “Southeast Asia feel the warmth” that presents the harmony, togetherness, unity of countries that are incorporated in this region. The slogan “Southeast Asia feel the warmth” campaigned to every country to develop products and attractions with excellence hospitality with the local wisdom of Southeast Asian society. With the integrated tourism promotion and marketing strategy, it is expected to support the realization of ASEAN as a “single destination” as mandated by the ASEAN Tourism Strategic Plan 2016-2025.
ASEAN believes that the end result of all ATSP strategies 2016 – 2025 will be able to optimize the tourism sector so that it will contribute to Gross Domestic Product (GDP). The tourism sector in Southeast Asia in 2014 has contributed 4.8% of total GDP or generated about 117.9 Billion USD, and is expected will continue to increase to 4.9% or 209.4 Billion USD in 2025. This will also impact to the growing employment opportunities in Southeast Asia as investment continues to grow.
The last hope of the interconnectivity of tourism in Southeast Asia is that this region will become a qualified tourism destination that presents the uniqueness, harmonious diversity, and committed to responsible for the development of a balanced tourism, sustainable and inclusive, therefore be able to contribute significantly to social conditions – economy for the welfare of society in Southeast Asia like the vision stated in the ASEAN Tourism Strategic Plan 2016-2025.
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This article was written by Tania Nugraheni Ayuningtyas (in Indonesian), a student of Tourism, Faculty of Cultural Sciences, Universitas Gadjah Mada, while working as an intern at Center for Southeast Asian Social Studies (CESASS).