By Bruce Northam

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SOUTHEAST ASIA DEVELOPING UNIFIED TOURISM MODEL

The idea of the whole being greater than the sum of its parts is not lost on Southeast Asia.

The Association of Southeast Asian Nations (ASEAN) is an organization comparable to the European Union with its enduring effort to achieve regional solidarity. Myanmar hosts the 34th annual ASEAN Tourism Forum (ATF) in Nay Pyi Taw on January 22-29, 2015. This year’s theme is “ASEAN – Tourism Towards Peace, Prosperity and Partnership.” ATF will be held in Myanmar for the first time since its inauguration in 1981.

 

This conference is laser focused on how its member countries can work together to market themselves as one destination. Myanmar Tourism Minister Htay Aung is keen on promoting “Myanmar’s richness in culture and biodiversity…while sharing products and services for the local tourism players to showcase their products and services to the global market.”

 

Last year, the 33rd forum took place in Kuching, Borneo, with the theme “Advancing Tourism Together.” The fusion of Southeast Asia’s 10 countries and their amazingly varied cultures poses several challenges, one of which is its diversity. ASEAN members range from wealthy Singapore and Brunei to agrarian Laos and Cambodia. Politics also run the spectrum, from the democratic Philippines, which is largely Christian, Indonesia, which encompasses the world’s largest Muslim population—and, until now, a sometimes difficult to access Myanmar.

 

Tourism promotes people-to-people connectivity—one of the key strategies towards ultimately achieving the ASEAN community. Peter Semone, chief technical adviser for the Lao National Institute of Tourism and Hospitality (Lanith) noted that “ATF points to what lies ahead for the region where human capital is at the core of its sustainability and a robust tourism economy.”

 

ATF 2015 is expected to attract 1,500 attendees from more than 40 countries, including tourism ministers and officials, ASEAN exhibitors, international buyers, international and local media, as well as tourism trade visitors.

 

A goldmine for business and leisure traveler news and forecasts, speakers will include Green Recognition Award winners and homestay program pioneers. Also, press conferences led by tourism ministers from member countries will create buzz about plans for a single or no-visa policy for the entire region, as this visa-free tourism strategy will help create an ideal single destination.

 

ASEAN Tourism Forum 2014 news…

 

Tiny BRUNEI is a gateway to remarkable Borneo. The last Malay Kingdom celebrates its options to play golf or polo, dive, or relax in a plush resort.

 

CAMBODIA now partners with Thailand for a single visa option. The symbolic Kingdom of Wonder campaign remains an enduring symbol of Southeast Asia’s incredible history. Here, white gold equals rice while green gold equals tourism.

 

The “Wonderful INDONESIA” campaign continues successfully selling its brand beyond Hindu Bali. Despite a few political setbacks, tourism numbers continue growing as the country offers incredible cultural and geographic diversity.

 

Simply Beautiful LAOS is undergoing major infrastructure developments that will soon change the face of this hospitable country. The “Jewel of the Mekong” continues a sustained effort to support soft tourism and local immersion.

 

For the first time ever during decades of international travel, upon landing in Kuching, MALAYSIA, there were no forms required to clear immigration or customs, only a quick scan of both index fingers. The Malaysia Truly Asia campaign continues showcasing the best of its mixed native, Malay, Chinese, and Indian heritage.

 

MYANMAR had a 93-percent increase in tourism in 2013! Prohibitive to tourism for decades, its democratic rebranding includes visa on arrival and the acceptance of foreign investment. Every aspect of tourism is rapidly evolving, and securing accommodations can be difficult.

 

Still recovering from Typhoon Haiyan, when a PHILIPPINES Tourism Minister was asked about what stage of climate-change awareness, he replied, “Painfully, aware.” Many of the Philippines’ 7,017 islands share some form of American-influenced musical, religious, and Hollywood traditions, hence its new tourism slogan: It’s More Fun in The Philippines. In 2013, the U.S. followed South Korea as its strongest arrivals market.

 

SINGAPORE is gearing up for a hi-speed railway link to Kuala Lumpur, a project that aims to eventually extend through Thailand and all the way to Kunming, China. The Your Singapore brand drives an efficient tourism machine, including Formula One Racing Week (once featuring ZZ Top) which as has been extended until 2017.

 

THAILAND’s anti-government demonstrations continue, but the tourism influx endures outside Bangkok. The Amazing Thailand brand continues setting the example for tourism in Southeast Asia with growing golf and health/wellness sectors. The country is considering waiving its tourist visa fees, but not its exotic culture of service.

 

VIETNAM continues trying to simplify its visa policy, which recently doubled in price. A French Imperial twist continues fanning its hidden charms. Russia is its fastest growing market.

 

This ASEAN cohesion emphasizes partnerships rather than competition. Tourism Ministers continue developing a mutual recognition agreement aimed to improve the quality of human resources and giving workers in the tourism sectors of member countries a chance to work in other countries. A single market free-trade agreement is another goal of the association. Until December 2008, the 40-year-old organization had no written constitution. The new charter sets a 2015 goal for establishing economic integration via a 10-country free-trade zone and established commitments respecting human rights, democratic principles, and keeping the region free of nuclear weapons. Binding the 10 members to an enhanced legal framework, the regional charter sets out their shared aims and methods of working together.

 

For details about the ASEAN Tourism Fourm in Nay Pyi Taw, Myanmar, visit ATF-2015.

 

The annual ATF rotates alphabetically through its 10 member-countries with a total of 570 million people—Brunei, Cambodia, Indonesia, Laos, Malaysia, Myanmar, Philippines, Singapore, Thailand, and Vietnam.