VNAT’s Vice Chairman Ha Van Sieu attends 54th ASEAN NTOs Meeting

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- On July 7, VNAT’s Vice Chairman Ha Van Sieu led the Vietnam’s delegation to attend the 54th Meeting of ASEAN National Tourism Organisations (54th ASEAN NTOs). The meeting was hosted online by Cambodia.

The meeting focused on reviewing reports of ASEAN Tourism Cooperation Committees including: ASEAN Tourism Competitiveness Committee, ASEAN Sustainable and Inclusive Tourism Development Committee, ASEAN Tourism Professional Monitoring Committee, and ASEAN Tourism Resourcing and Monitoring and Evaluation Committee. The meeting also updated the latest results of the implementation of the ASEAN Tourism Strategy Plan 2016-2025.

Accordingly, the ASEAN Tourism Marketing Strategy 2021-2025 has been developed with three main pillars, including: (1) Building a compelling Southeast Asian Tourism Brand story: Setting goals of the brand, synchronizing the brand on common promotion channels, building promotional videos… (2) Focusing on the right markets and audiences (3) Carrying out promotional activities more effectively, including promoting through social networks.

The marketing strategy of the new phase is adjusted based on the forecast trends due to COVID-19 and the financial capacity of ASEAN. The strategy was discussed at the levels of the Working Group, the Tourism Competition Commission and the National Tourism Organisations.

Regarding the cooperation with ASEAN centers, at the conference, Vice Chairman Ha Van Sieu appreciated that ASEAN centers has supported ASEAN member states in tourism recovery policies. ASEAN countries have received support through online events, including seminars and training courses on tourism, as well as support to promote ASEAN tourism through virtual platforms to share information with tourists and private partners in Japan, Korea and China.

Tourism is one of the important cooperation in ASEAN. ASEAN Tourism Strategic Plan 2016 – 2025 determined by 2025, ASEAN will be a quality tourism destination offering a unique, diverse ASEAN experiences, and will be committead to responsible, sustainable, inclusive and balanced tourism development, so as to contribute significantly to the socio-economic well-being of ASEAN people.

To realize the vision, the strategy has set out 2 major directions: (1) To enhance the competitiveness of ASEAN as a single tourism destination; (2) To ensure that ASEAN tourism is sustainable and inclusive.

According to the ASEAN Secretariat, international visitors to the ASEAN region in 2019 reached about 143.5 million arrivals, accounting for 9.6% of the total international visitor arrivals worldwide; the growth rate reached 6.1%, higher than the general growth rate of the world (4%). Total revenue from international tourism reached 170.9 billion USD, an increase of 8.5% compared to 2017. The source markets of ASEAN region are mainly regional visitors and Northeast Asia. In 2020, due to the impact of the COVID-19 pandemic, the number of visitors to ASEAN decreased sharply.

Tourism Information Technology Center