ASEAN Tourism Strategic Plan 2011 – 2015
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ASEAN NTOs Meetings, Brunei Darussalam, January 2010 | ASEAN Tourism Task Force Meeting, Singapore, April 2010 |
Throughout the planning process a wide number of recommendations were made. Using a consensual process of decision-making priorities were carefully examined and determined. This plan therefore contains but a small part of a larger set of activities and actions that were proposed. Throughout the process the emphasis has been on identifying realistic initiatives that have a high possibility for success. Given the rapidly changing global environment and especially that of tourism this strategic plan must be seen as a living document. Recent history has shown that any plan must be able to adapt quickly to changing circumstances and driving forces. It is stressed that the ASEAN National Tourism Organizations (NTOs) regularly update the plan in order to ensure that it stays relevant as a tool for guiding actions and investment. The plan provides a balanced set of actions and activities based on a vision that is felt to provide the right level of guidance and direction to the ongoing activities of the ASEAN National Tourism Organizations (NTOs). The vision put forward in the strategic plan is as follows: |
“By 2015, ASEAN will provide an increasing number of visitors to the region with authentic and diverse products, enhanced connectivity, a safe and secure environment, increased quality of services, while at the same time ensuring an increased quality of life and opportunities for residents through responsible and sustainable tourism development by working effectively with a wide range of stakeholders.” |
Based on the vision and discussions throughout the ATSP development process the following three strategic directions have been developed as presented in the following diagram. These strategic directions form the basis for establishing competitive and sustainable tourism in the region. 1) The development of experiential and innovative regional products and creative marketing and investment strategies 2) Increasing the quality of human resources, services and facilities in the region 3) Enhancing and accelerating travel facilitation and ASEAN connectivity. |
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The ATSP was adopted by the Tourism Ministers from 10 ASEAN countries at the 14th Meeting of ASEAN Tourism Ministers held in Cambodia, January 2011. |
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The final ASEAN Tourism Strategic Plan 2011 – 2015 can be downloaded here. |
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