Prof. Dr.

Walter Jamieson
ASEAN Tourism Strategic Plan Forum
November 19, 2013

Objectives

NTO Marketing
Available
Resources

Forces &
Trends

ATSP: Nature,
Culture, CBT &
Cruise Products

Market Segments are Defined

The NTOs Identify National Products, Experiences & Activities

THE MCWG & PDWG Develop Regional Products, Experiences &

Activities
MCWG & ASEANTA Design Marketing and Distribution
Strategies

STRATEGIC OBJECTIVES

Increase number of
international visitors
traveling to Southeast
Asia.

Determine how the

ASEAN NTOs can
contribute to the
overall positioning of
ASEAN

A marketing strategy
that will guide
budgetary decisions.

Stress that the power

of tourism as a
development tool is
incorporated into a
marketing approach.

"ASEAN for ASEAN".

Creating
Memories

Societal
Development

Sustainable
Tourism

Standards

Develop
Products

HR

Marketing

CREATE
MEMORIES

Social
Development
Economic
Development

Cultural
Development

IMPROVE
SOCIETIES
6

SITUATION
ANALYSIS

GLOBAL/REGIONAL EMERGING
TRENDS AND FORCES
Global Social and
Economic Forces

Emerging Trends
in Marketing,
Advertising and
Distribution

Emerging Trends
in Visitor
Motivations and
Behavior

Interest-based
approach.

New normal" has

a significant
component of
uncertainty.

INTEREST-BASED
MARKETS
SEGMENTS

10

Essential Supply Conditions

Accessibility

Quality of site
management

Readiness for
international
tourism

Carrying
capacity

Proximity to
other
attractions

SUPPLY

Level of
community
support

11

Essential Demand Factors

Demographic profile
present visitors

Market surveys
supporting
international
visitation

Present levels of
international
visitation

Possible new source

markets

DEMAND

12

ASEAN TARGETS MARKET SEGMENTS

Experiential
Travel
ASEAN for
ASEANS
Business
Related
Travel
Generic &
Mass Travel

Creative
Travel

Adventure
Travel

Extended,
Long Stay
Tourism

13

1. Generic and Mass Travel:

China & India
Sightseeing

Food

Shopping

Visiting Family

Spas

Entertainment

Urban
Experiences

14

2. Experiential Travel Interests

Health tourism

Spas

Culinary tourism

Cultural tourism

Community-based
tourism

Urban tourism

Ecotourism

Volunteer tourism

Marine based
tourism

15

3. Creative Travel Interests

Museums

Art Galleries

Festivals

Music

Handicrafts

Performing arts

16

4. Adventure Seeking Travel Interests

Extreme tourism

Adventure tourism

Community-based
tourism

Gap year tourism

17

5. Seniors/ Extended/ Long Stay

Tourism
Important market

Has minimal negative

impacts on a destination

Can contribute significant

economic and employment
impacts

Requires the development

or adaptation of
transportation,
accommodation and other
services

18

6. Business Related Travel

Meetings

Incentives

Conventions

Exhibitions

19

7. ASEAN for ASEANS

Important activity to
help build the ASEAN
community.

Each member
responsible to market
themselves effectively
to fellow member
countries.

20

PRODUCT,
EXPERIENCE
AND ACTIVITIES
DEVELOPMENT

21

22

NATURE OF THE ASEAN PRODUCTS

AND EXPERIENCES

Clusters

Trails

Circuits

Packages

23

ASEAN TAGLINE AND LOGO

24

DISTRIBUTION
CHANNELS AND
STRATEGIES

25

MAJOR DISTRIBUTION
CHANNELS FOR ASEAN
Piggybacking on the
activities of the NTO's

Interactive website

E-Marketing

26

PUBLIC-PRIVATE PARTNERSHIP
STAKEHOLDERS
Individual NTOs

Public sector
organizations

International
organizations

Private-sector
companies
27

POSSIBLE MEASURES OF SUCCESS

Increase in
dispersion of
travelers away from
the main tourist hubs

Increase in
destination brand
equity

Increase in
destination
competitiveness

Increase in
opportunity creation
for people at the
destination

28

Its
Happening!!
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