ASEAN Countries to Create Marketing Strategy

The board of the ASEAN Tourism Association (ASEANTA) will work on a regional destination marketing strategy. The ASEAN Competitiveness Enhancement (ACE) Project proposes to leverage the brand recognition of ‘Southeast Asia’ to build upon the progress made by the Visit ASEAN campaign.

ASEANTA President Felix Cruz and ACE Chief-of-Party R. J. Gurley presented the idea to the Association of Southeast Asian Nations (ASEAN)’s tourism marketing working group. The proposal gained unanimous support. The working group comprises senior representatives of the 10 ASEAN national tourism organizations.

ACE, ASEANTA and the working group are set to hold a MOU signing ceremony and media briefing at the ASEAN Tourism Forum in Hanoi next month. As one of four ADVANCE projects funded by the US Agency for International Development (USAID) that aim to foster greater economic integration among the ASEAN countries ACE emphasizes marketing, branding and knowledge management solutions that help industry stakeholders to achieve and sustain competitiveness.