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Published on September 27, 2023

The Association of Southeast Asian Nations (ASEAN) is delighted to announce a new social media campaign, which is officially launched during World Tourism Day on September 27, 2023. This campaign is centred on fostering intra-ASEAN travel and is a key COVID-19 recovery initiative by ASEAN to help the region’s travel and tourism industry get back on its feet.  

In recognition of the importance of intra-regional tourism in creating a resilient tourism economy post-COVID-19, the campaign is supported by Global Affairs Canada through the Canadian Trade and Investment Facility for Development. The creative brains behind the campaign is the award-winning creative agency MDSG, who have worked with ASEAN in the past few months to develop an innovative and stimulating campaign. 

The primary objective of the campaign is to encourage ASEAN residents and travelers in Southeast Asia to explore the cultural, natural, and historical wonders that are situated right in their backyard.   The campaign is thus themed as “Your Dream Holiday, Closer Than You Think” and willfeature distinctive characteristics of the Southeast Asian region – the welcoming people, the opportunities for ecotourism and adventure, the diverse and flavourful cuisine across the region. 

This campaign message also sits very well within the overarching Southeast Asian destination branding of ‘A Destination for Every Dream’ – and will include specific destination information, reasons for travel, and compelling call to action.

The campaign is set to run for six weeks, starting on World Tourism Day, September 27, 2023, and will leverage the META platform, encompassing Facebook and Instagram, as the primary media channels for this campaign. The campaign aims to utilise a mix of Stories and Newsfeed placements to exclusively target travel intenders residing in ASEAN countries, as well as to generate engagements and to drive consumer interests to

Join ASEAN in celebrating World Tourism Day and embarking on an exciting journey to explore the vibrant cultures, breathtaking landscapes, and diverse experiences that await within the Southeast Asian region. “Your Dream Holiday, Closer Than You Think”.


The Association of Southeast Asian Nations (ASEAN) is a regional intergovernmental organization comprising ten countries in Southeast Asia. Established on August 8, 1967, ASEAN promotes economic growth, political stability, and cultural harmony among its member states: Brunei Darussalam, Cambodia, Indonesia, Lao PDR, Malaysia, Myanmar, the Philippines, Singapore, Thailand, and Viet Nam. For more information, visit ASEAN’s Official Website or Visit Southeast Asia Official Website. 

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