The themes, illustrating the region’s diversity, are “The Tastes of Southeast Asia,” “ASEAN, a Tropical Paradise,” “World Class Cities,” “Experience Diverse Traditions,” “Sport and Relaxation,” and “Diverse Contemporary Creativity.

Currently, 20 tour operators are offering multi-country packages based on these themes, and are now on the new look ASEAN travel website, the official site of ASEAN Tourism. More itineraries are being added.

“Our new focus is on experiential and creative tourism that respects environment and culture,” said Aung Zaw Win, director general of the Ministry of Hotels and Tourism Myanmar, who is also chairman of the ASEAN Tourism Product Development Working Group.

Aung Zaw Win

“An authentic travel experience involves meaningful engagement with the heritage, arts and special character of our ASEAN destinations,” he added

Aung Zaw Win urged tour operators in ASEAN countries to develop more multi-country packages highlighting experiential and creative tourism, which he pointed out was a rising trend among consumers who want “authentic” travel.

“Today’s travellers are more sophisticated and interested in unique experiences with immersion in local ways of life,” he said. “Our role is to therefore support multi-country experiential travel within ASEAN member states.”

ASEAN has also compiled a series of features on themes such as beach, nature and wildlife cruise and rail tour, culture and heritage, education and volunteering, food and nightlife, and pilgrimage tourism. All are available on the ASEAN travel website.