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ASEAN Upscalling Its Marketing Effort By Collaboration With PATA

Published on August 28, 2014

The upscaling of this cooperation comes through participation at PATA’s upcoming Annual Travel Mart (Sept. 17 – 19; Phnom Penh), one of the most renowned and entrenched tourism tradeshows in the Asia Pacific region.

ASEAN for the first time ever will join this Travel Mart promoting the region as a single tourism destination to the world. A more comprehensive way to expose Southeast Asia’s tourism brand is hardly conceivable. In addition to the ASEAN booth, six ASEAN National Tourism Organizations (NTOs), notably Cambodia, Lao PDR, Malaysia, Myanmar, the Philippines, and Thailand will also present their tourism products, separately.

Furthermore, the ASEAN National Tourism Organizations have been working side by side with the Pacific Asia Travel Association developing a TV commercial to promote Southeast Asia’s tourism, highlighting five tourism product categories including Nature-based tourism, Culture & Heritage tourism, Community-based tourism, Cruise & River-based tourism, and Health & Wellness tourism.

On this, the Chairman of the ASEAN Tourism Marketing and Communication Working Group, Mr. Tran Phu Cuong remarked “We are deeply indebted to PATA’s and Travel Channel’s generosity to join and cooperate with us in marketing, promotion and communication activities that greatly enhance ASEAN’s exposure beyond its borders”.

“PATA are especially delighted to have been the facilitator of this high impact, low cost promotional platform for its many friends inside ASEAN NTO’s via its proactive media partner Travel Channel. This campaign is symbolic of PATA next generation’s ability to think laterally and win hearts and minds across many borders. Thanks to all contributors, you know who you are”, said PATA CEO Mr. Martin Craigs.

This one-minute advertisement, under the banner of PATA Loves ASEAN Campaign has been aired since August 18th. It has been produced by Travel Channel UK and EMEA and will be running in some 130 countries in Europe, the Middle East and Africa during the months of August – September and December 2014, and January 2015. It is aimed at increasing public awareness of ASEAN as a world-class travel destination, offering a treasure trove of intriguing tourism products and experiences.

The VP Advertising Sales, Scripps Networks UK & EMEA, Mr. Andrew Grieve, commented on the commercial that “Travel Channel is delighted to have collaborated with this project with our friends at PATA and to showcase the ASEAN countries on an international scale. We now hope to continue to work promote tourism to the region further by creating campaigns for individual regions and countries”

Furthermore, in conjunction with the Travel Mart, the 6th ASEAN Tourism Investment Forum (ATIF), hosted by the Ministry of Tourism of Cambodia will be convened on September 18. This Forum is meant to give investors from around the region and the globe a better understanding of the intra-ASEAN investment climate. Tourism authorities, the private sector and investors will present and discuss opportunities for ASEAN as an integrated investment region, based on the collective strengths of current and potential tourism products of the member states.

Pictures of the persons quoted:

Martin Craigs, CEO PATA                                                         Cuong Trang, Chairman ASEAN MCWG