A new strategic plan for tourism in the ASEAN
countries of Southeast Asia is being prepared to help the region
achieve an integrated ASEAN Community by 2015. The plan will
recommend a wide range of policies and reforms in ASEAN's tourism
marketing, branding, product development, human resource
development, quality standards, investment strategies, cruise
development, crisis management and communications, infrastructure,
and border, customs, and immigration policy.
The ASEAN Tourism Strategic
Plan 2011-2015 was commissioned as a result of partnerships and
agreements between the ASEAN National Tourism Organizations, the
ASEAN Competitiveness Enhancement office, a project designed and
funded by the United States Agency for International Development,
and tourism specialists at the university. The College of Innovation in Bangkok's Thammasat
University has been tasked with preparing the plan in full
consultation with the industry.
"The plan will
be built on a broad vision and will make fresh, strategic and
readily actionable tourism industry recommendations," said
Professor Dr Walter Jamieson of the university.
supervision of ACE and ASEAN National Tourism Organizations, the
university's scope of work will include a review of ASEAN
declarations relating to tourism, consultation with public and
private sector stakeholders, an assessment of projects initiated
under the existing road map, the identification of priority
activities, and the formulation of a vision and set of strategies
that, when implemented, would lead to the successful regional
integration of ASEAN tourism by 2015.
The region's tourism
sector is required to identify and prepare new strategies and
programs for 2011-2015 for the establishment of the ASEAN
Community in 2015. The plan will succeed the ASEAN Roadmap for the
Integration of the Tourism Sector which expires in 2010.
ACE and Thammasat University are expected to present the final
ASEAN Tourism Strategic Plan to ASEAN national tourism
organizations by November 2010.
Felix Cruz, the Chairman of
the public-private sector ASEAN Tourism Association, welcomed the
deal. "We need Thammasat to take an honest, candid and strategic
view that clearly identifies opportunities, but doesn't shy away
from the hard issues," said Manila-based Mr Cruz, who is also Vice
President of Marketing Support for Philippine Airlines.
Tran Dong Phuong, Head of the Infrastructure Division, ASEAN
Economic Community Department, part of the ASEAN Secretariat based
in Jakarta, said a good plan well implemented would create jobs
and visitor satisfaction. "We look forward to a plan that
identifies priority areas and actions for cooperation and
integration across the ten ASEAN tourism markets. The plan will
help boost the quality and quantity of tourism across ASEAN," he
In July, the 30th meeting of the ASEAN National
Tourism Organizations in Phnom Penh formally requested the ASEAN
Competitiveness Enhancement (ACE) Project to support the
development of the plan.
Bangkok-based ACE project
Director, Mr RJ Gurley, said, "ASEAN's tourism senior officials
welcome the plan. They realize it will have to strike a balance
between being visionary and practical at the same time."
The Dean of the College of Innovation at Thammasat University, MR
Pongsvas Svasti, said that Professor Jamieson's team will include
Ms Pawinee Sunalai, Senior Administrative Officer, at the College,
and specialist consultants throughout the region. Dr Jamieson has
over 35 years of experience and Ms Pawinee has 11 years of
experience working in tourism planning and development in the
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