There will be a new “ASEAN for ASEAN” campaign and special promotions, along with enhanced strategic cooperation with the growth markets of China, Korea, Japan, India and Australia

ASEAN secretary general, Dr Surin Pitsuwan (pictured right), and the ASEAN tourism ministers have endorsed the plan that includes a swathe of initiatives such as the creation of a new website and digital promotional campaigns targeting the mass markets of China and India.

Target markets are niche sectors such as experiential, creative, adventure, business, senior and long stay visitors, as well as the cruise market.

Dr Surin said the strategy was designed to help build global recognition of Southeast Asia as a competitive, world-class tourism destination.

“Our focus is on drawing visitors to the region and encouraging them to visit more than one country. As each has its own unique attractions we will capitalise on the sophisticated marketing capacity and resources of our individual national tourism organisations to spread the word.”

The ASEAN Tourism Strategic Plan 2011-2015 is the foundation of the ASEAN Tourism Marketing Strategy (ATMS) 2012-2015 adopted by ASEAN tourism ministers in January this year.

ASEAN national tourism organisations (NTOs) will use this plan to achieve the objectives of 2015 and maintain double digit tourism growth, an ASEAN hallmark for the last 14 years

Sansern Ngaorungsi, ASEAN Tourism Marketing Working Group chairperson, also deputy governor of the Tourism Authority of Thailand, said niche and mass market promotions would go hand in hand

“While ASEAN’s niche tactical campaigns target sectors such as adventure, experiential, business and long stay and show the diversity of ASEAN, mass tourism demand for mainstream attractions is expected to keep growing and bring important economic benefits to ASEAN destinations.”

Cruise tourism has been identified as a niche sector as riverine and sea cruise ships usually visit more than one destination within ASEAN. To promote cruise ship activity in the region Singapore is organising the  Cruise Shipping Asia-Pacific 2012 conference and tradeshow from September 17-18.

Southeast Asia NTOs will also emphasise the grouping’s marketing plan at the ASEAN Tourism Forum in Vientiane, Laos from17-24 January 2013. About 1,600 delegates will attend the event comprising150 ASEAN tourism ministers and officials, 800 ASEAN exhibitors, 400 international buyers, 150 international and local media and 100 tourism trade visitors

ASEAN destinations attracted 81.2 million visitors in 2011, an average increase of a million visitors each year for the last two decades. Three out of four visitors to the region come from Asia, 46.5% from within ASEAN and 27.6% from other Asian markets. Europe is the next largest market for the region at 12.2%, followed by Oceania (including Australia and New Zealand) at 5.3%, and the Americas at 4.4%.