Asean should follow Europe and be marketed as single destination, suggests Malaysian tourism expert

Pic: GoAsean website

Pic: GoAsean website

Southeast Asian countries should follow Europe’s example by working closer together to promote Asean as a single destination, a tourist expert was quoted as saying today.

“Asean should be more aggressively marketed as a single tourist destination, like what we normally see when Asian tourists plan their trips to Europe,” Dr Pradeep Nair, deputy vice chancellor at Taylor University, told Bernama, Malaysia’s national news agency.

He called on national tourism bodies, airlines and travel operators to work together to exchange ideas for creating a single approach to marketing the sub-region, including the creation of cross-order travel packages.

Nair’s comments, which ran in Malaysia’s pro-government newspaper The Star today, come six months after the country’s embattled prime minister Najib Razak launched a 24-hour English language TV channel called GOASEAN to promote Asean as a single tourist destination.

Malaysia the chair of Asean for 2015.

Tourism to Asean countries almost doubled, to 98 million, between 2009 to 2013, according to a GoAsean video.

Currently, Asean’s top tourist destinations, Malaysia and Thailand, use their national advertising campaigns, ‘Malaysia, Truly Asia’ and ‘Amazing Thailand’ to compete against one another.

Singapore is currently looking for a new advertising for a new campaign of its own.


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