U.S. Supports Marketing Campaign to Promote Tourism and Economic Integration among ASEAN Countries

Tourism ministers from the Association of Southeast Asian Nations (ASEAN) on January 10 welcomed the signing of a memorandum of understanding (MOU) between a U.S.-funded project and the ASEAN Tourism Association (ASEANTA) to support ASEAN to develop a new marketing strategy to promote Southeast Asia as a single destination. The campaign’s objective is to encourage travelers to visit multiple Southeast Asian destinations, stay longer, and spend more money on regional tourism. 

 

The activity is part of a United States Agency for International Development (USAID) project, the ASEAN Competitiveness Enhancement (ACE), which fosters greater economic integration among ASEAN countries.  

 

The “Visit Southeast Asia” campaign is expected to elevate the status of the region as a destination by building on the “Visit ASEAN” campaign. The ASEAN National Tourism Organizations (NTOs) and the private-sector-led ASEANTA will continue to be the driving forces behind the new campaign. The new marketing strategy will co-brand ASEAN as the campaign sponsor.

 

The memorandum was supported by the ASEAN tourism ministers who in a joint statement thanked the U.S. government for the technical assistance it has provided through the ACE Project. They encouraged tourism task forces and working groups to provide guidance and assistance to ACE to ensure the project’s success. (American Embassy Press Release)