3. ASEAN
The Association of Southeast Asian Nations
Established on August 8, 1967 in
Bangkok, Thailand, in an effort to unite the
countries of the region in an economic and
political organization.
6. ASEAN in Brief
ASEAN 1967. The charter members were Thailand, Indonesia, the
Philippines, Malaysia and Singapore.
Brunei joined the confederation in 1985.
Changing social attitudes in the area brought in Vietnam in 1995
Laos and Myanmar (formerly known as Burma) in 1997
Finally Cambodia in 1999, making up today's 10-nation ASEAN
federation.
7. ASEAN Objective
The motivations for the birth of ASEAN were so
that its members’ governing elite could
concentrate nation building, the common fear of
communism, reduced faith in or mistrust of
external powers in the 1960s, and a desire for
economic development.
Cultural development among its
members, protection of regional peace and
stability, and opportunities for member countries
to discuss differences peacefully.
8. ASEAN 6 Bullets
• 1. To respect the sovereignty, independence and equality. Territorial
integrity and national identity of all members.
• 2. Member States, each state has the right to be free from interference
from outside. Land invasions and enforced.
• 3. Will not meddle with internal affairs of other member states.
• 4. Accept the differences between them. Or solve the problem
peacefully between themselves.
• 5. Condemn or not accept the threat or use of force.
• 6. The cooperation effectively.
9. ASEAN and AFTA
The ASEAN Free Trade Agreement, known as AFTA,
first came into being in 2003. Its original purpose was
to stimulate trade within the member nations. In
actual fact, it does not guarantee free trade, but rather
has implemented a plan called the Common Effective
Preferential Tariff (CEPT). This program aims to set up a
preferential tariff of no more than 5 percent among
the members of ASEAN. This program's main objective
is to stimulate inter-regional trade.
10. ASEAN a few facts
ASEAN covers a land area of 4.46 million km², which is 3% of the
total land area of Earth
Has a population of approximately 600 million people, which is 8.8%
of the world's population. The sea area of ASEAN is about three
times larger than its land counterpart.
In 2011, its combined nominal GDP had grown to more than US$
2 trillion.
If ASEAN were a single entity, it would rank as the eighth largest
economy in the world.
19. Tourism Future
• Over the past six decades, tourism has experienced
continued expansion and diversification, becoming one of
the largest and fastest-growing economic sectors in the
world. Many new destinations have emerged, challenging
the traditional ones of Europe and North America.
• According to Tourism Towards 2030, UNWTO’s recently
updated, long-term outlook and assessment of future
tourism trends, the number of international tourist
arrivals worldwide is expected to increase by 3.3% a year
on average from 2010 to 2030. This represents some 43
million more international tourist arrivals every
year, reaching a total of 1.8 billion arrivals by 2030.
20. Tourism Future
• In the past, emerging economy destinations have grown
faster than advanced economy destinations, and this trend
is set to continue in the future. Between 2010 and
2030, arrivals to emerging economies are expected to
increase at double the pace (+4.4% a year) of those to
advanced economies (+2.2% a year).
• As a result, the market share of emerging economies has
increased from 30% in 1980 to 47% in 2011, and is
expected to reach 57% by 2030, equivalent to over one
billion international tourist arrivals.
21. Market Definition
Tourism Market is important factor of tourism industry is consist
of two main markets
• Domestic Market*
• International Market
And above markets have important factor effecting tourism
market. Moreover there are distribution and advertisement that
are marketing procedure.
• *The Tourism Authority of Thailand has set a domestic tourism
target of 107.4 million trips with revenue earnings of 453
billion Baht (USD 14.36 billion) in 2013.
22. Domestic Tourism
• Domestic tourism has become an increasingly
important component of the overall tourism mix.
The growing Thai middle-class has the
time, means, and the propensity to travel. It
plays an important role
socially, economically, environmentally and
culturally.
• Its importance has become particularly acute
especially in times of crisis, when international
travel tends to be affected, enhancing the role of
domestic travel as a means of economic survival.
23. Infrastructure
• Also aiding and abetting the growing numbers of
domestic travellers are the vast improvements in the
quality of Thailand’s road system, low-season
marketing campaigns by the hotels and the
increasing number of low-cost airlines operating in
the country.
• A number of domestic travel trade shows are
organized annually, many of which provide
opportunities for small and medium sized
enterprises to attract new business.
24. Opportunities
• Growth of E-Marketing tourism
• Association of ASEAN Economics Community For Tourism
and Association of Mekong Tourism determine working
directions and establish more networks to open new
markets of tourism for this region.
• New targets such as seniority groups, seminar groups and
specific activities groups.
• Policy of free competition of air lines.
• Suvarnabhumi International Airport provides a great
opportunity for more traveling and tourism in Southeast
Asia going through Thailand
• Varity of National festivals
25. Opportunities
• Bangkok, Chiangmai and Phuket are the world top
rank cities for tourism voted by many renowned
international magazines. This helps increase of
interest in tourism and travel.
• Cost of living in Thailand is not high.
• Thailand has suitable climate and seasons to support
tourism throughout the year.
• Opportunities to link tourism route to neighbor
countries.
• Government supports in community development in
order to make cities or towns attractive.
26. Strengths
• Thailand has resources for historical tourism:
ancient remains, arts and cultures, traditions and
lifestyle
• Thailand has agricultural resources in all regions.
• Thailand has magnificent natural resources for
tourism, biological varieties and special identity.
27. Strengths
• Accessible and good systematic.
• Communications are more convenient and links to
neighbor country.
• Suvarnabhumi International Airport preparedness is
the central junction from any countries to Thailand
and able link to any regions.
28. Achievements
• Tourists are impressed by hospitality.
• Local administration organizations provide
information and publish guide books to tourists.
• There are varieties of tourism activities and services.
• Varieties of lodging are provided.
• Business associations are set up for planning as well
as management of products and services.
• Training and development of security services for
tourists are concentrated.
29. Achievements
• Thailand’s image in good and quality services is in
world top rank.
• There are opportunities for small hotels or lodging
to expand their business and facilities investment to
be standardized.
• There is government support of service
development.
• There are tourism educational institutions support
tourism services.
• There is much effort in developing tourist attractions
management and services to be internationally
• standardized and acceptable.
30. Marketing Highlights
• Thailand’s attractive points created to support
the original tourism.
• Thailand has many attractions and tourism
resources ready for sale and respond to market
needs in many groups. Changes can be made
easy due to long tourism history compared to
most neighboring countries.
31. Marketing Highlights
• One Destination resulting in more networks to open new
markets of tourism.
• Government emphasizes to sufficient economics
concept, sustainable development, sustainable
• tourism, natural tourism and ecotourism.
• The recovery of sea travel base on good security system
and nature tourists.
• Unpredictably fuel situation cause to increase a short
distance travel, as an optional tour to economize the
expense for Thais tourist. According to develop provincial
group level and bypass cities tourism.
32. Emphasize on Ecotourism
Thailand is the best suitable center or gateway of
ASEAN tourism since it has lead more obvious
potential in tourism and can lead the way of lasting
tourism to ASEAN.
• The Tourism Authority of Thailand (TAT) has divided
its action plan into five implementation categories
under the acronym, “DISCO Plan.” These include:
Digital marketing, Image-building, Sustainable
Development, Crystallization/Crisis
Management, and Organization Management.
33. Emphasize on Ecotourism
SUSTAINABILITY: The impact of global warming and
climate change means that travellers of all kinds
are more conscious of their ecological impact.
Hence, the pursuit of economic gains from tourism
must be balanced with efforts to offset ecological
and environmental impact. This means continuing
to reward good practises among the private sector
and helping destinations and companies upgrade
their sustainability efforts.
34. Tourism based on Thai way of life
• Thai way of life, natural resources reservation as well as culture.
• The outcome of the data collection is Thai life style. There is a saying It
is authentic Thai convention since ancient time that whoever visit our
place will receive nice and warm welcome from us. Another saying is
Thailand land of smile. This can be a good guarantee that Thailand more
than 10 years in foreigners eyes has been famous and well-known of
impressive service which is the main selling point. This should be
brought up again for Thailand Image Positioning.
• Moreover, businesses concerning services for tourists which is
considered to be Thailand’s strength point should be promoted e.g. spa
in order to attracts tourists to visit Thailand. In addition, ecotourism
should be encouraged and reserved in order to remain and last Thai
tourist attractions.
35. Arts and Cultural Tourism
It has been found that arts and cultural tourism
management, local intellectuals as well as ecotourism
in provinces of Thailand are interested by both Thais
and foreigners especially tourist groups who would like
to study and search for Thai life style, elaborate arts
and culture which is different from other nations.
Furthermore, stipulation of security in tourist
attractions will bring about potential tourist attraction
connection as well as creation of last prominence in
ASEAN.
36. Domestic tourism has grown significantly in the past
decade. Revenues from domestic tourism have gone
from 187,898 million baht in 1998 to 380,417 million
baht (approximately 7.8 billion Euro) in 2007
In 2008, Bangkok ranked 3rd behind London and New
York in Euromonitor International's list of "Top City
Destinations" with 10,209,900 visitors, Pattaya 23rd
with 4,406,300 visitors, Phuket 31st with 3,344,700
visitors, and Chiang Mai ranked 78th place with
1,604,600 visitors
37. Thailand recorded a 31% increase in tourism receipts in 2011 over
2010, according to Ministry of Tourism and Sports figures. The
total earnings of 776 billion baht (US$25.45 billion) were also well
above the original target of 716 billion baht (US$ 23 billion).
The figures show that Thailand has recorded clear increases in
both quality and quantity of visitor arrivals. The growth in total
number of visitors is being matched by increased average length
of stay (9.6 Days) and average daily expenditure (137 US$ per
day), further underscoring the role of tourism as one of the most
important economic sectors and contributor to job creation and
nationwide income distribution.
Editor's Notes
* If any of these issues caused a schedule delay or need to be discussed further, include details in next slide.
