Research & Publications
ASEAN Tourism Strategic Plan 2011 – 2015
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In 2009, the Special Working Group on ASEAN Tourism Integration made a decision during its 9th Meeting in Phnom Penh to prepare the new ASEAN Tourism Strategic Plan (ATSP) for 2011 – 2015 to achieve the overall goals of the ASEAN Community in 2015. |
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The Philippines, Chair of the ASEAN Tourism Marketing Task Force, was responsible for the coordination of the overall ATSP development. A consulting team from the College of Innovation, Thammasat University, Thailand led by Prof. Dr. Walter Jamieson, Director of Service Innovation Program, served to support the development of the ATSP. The plan was developed over a 12-month period in order to allow for sufficient analysis as well as consultations. The preparation of the strategic plan was a complex process. Stakeholder consultations were held in 10 countries. These consultations which were organized by the National Tourism Organizations (NTOs) in large part reflected the widespread views and interests within the tourism industry. In addition, the consulting team had meetings with the 10 countries and ASEAN Secretariat to present the plan development progress and receive feedback on a regular basis. |
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| Stakeholder Consultations in Myanmar and Lao PDR, February – March 2010 | |
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The ASEAN Member States are entering a very exciting period of development in the ongoing evolution of the regional community. It is recognized that there are a wide range of issues to be considered within the community. This strategic plan has been designed to complement these priorities while emphasizing tourism as an important element of the community. There is now increased awareness of the power of tourism as a tool for development and change. Poorly planned and managed tourism can have negative impacts on the host communities and their environment. However, with the increased sophistication of the Member States there is now every possibility that tourism can in fact help deal with many poverty and social issues as well as act as a strong supporter of heritage and natural conservation. In some cases tourism must be seen as transformative in its ability to bring about change and to achieve a wide range of social, cultural and economic goals. This has been well recognized by the United Nations World Tourism Organization as well as others. It is important therefore that this plan be seen not simply as a document concerned with increasing international arrivals into the region but one that seeks to meet a number of societal goals. |
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| ASEAN NTOs Meetings, Brunei Darussalam, January 2010 | ASEAN Tourism Task Force Meeting, Singapore, April 2010 |
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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: |
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“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.” |
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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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