H.E. Mr. Nguyen Trung Khanh, Chairman of Vietnam National Authority of Tourism (VNAT) attending the 59th ASEAN National Tourism Organisations (NTOs) Meeting (Photo: TITC)

The Meeting considered reports of 4 ASEAN Tourism Committees, including: Report of the 16th Meeting of the ASEAN Tourism Competitiveness Committee (ATCC): This is the Committee with the most activities and is deployed most frequently (Malaysia is the Chair for 2024-2025, Brunei and Laos are the Vice Chairs); Report of the 16th Meeting of the ASEAN Sustainable and Inclusive Tourism Development Committee (ASITDC): Philippines as Chair 2024-2025, Indonesia and Myanmar as Vice Chairs; Report of the 30th Meeting of the ASEAN Tourism Professional Monitoring Committee (ATPMC): Cambodia is the Chair for 2024-2025, Thailand is the Vice Chair; Report of the 16th Meeting of the ASEAN Tourism Resourcing, Monitoring and Evaluation Committee (ATRMEC): Vietnam is the Chair for 2024-2025, Singapore is the Vice Chair.

In 2023, member countries have increased the organisation of in-person and online conferences: Workshop on ASEAN Festival Tourism in Vietnam, ASEAN Ecotourism Business Planning Workshop in Thailand, Regional workshop: Launching the ASEAN Municipal Solid Waste Management Enhancement (AMUSE) in Indonesia, The 4th International Conference on ASEAN MRA-TP and ASEAN+3 Tourism Training and Education Network (online), ASEAN Tourism Crisis Communication (ATCC) Forum and the 3rd ASEAN Crisis Communication Team (ATCCT) Special Meeting in Malaysia, the 5th ASEAN Tourism Investment Forum (ATIF) in Indonesia, ASEAN MICE Venue Standards Revision Meeting in Thailand…

Overview of the Meeting (Photo: TITC)

On Vietnam's side, Vietnam fully and actively participates in important tourism activities and projects in ASEAN. Vietnam is leading the project to build an ASEAN Festival Tourism Product under the ATCC Committee. In 2023, Vietnam organised a Workshop on ASEAN Festival Tourism in Ha Noi with the participation of about 70 delegates including representatives of some ASEAN member countries, embassies of ASEAN countries and partners in Vietnam; representative offices of foreign tourism agencies in Vietnam, a number of local tourism management departments, businesses and tourism training establishments. In addition, Vietnam is currently assuming the position of Chair of the ASEAN Tourism Resourcing, Monitoring and Evaluation Committee (ATRMEC) for the period 2024-2025, general management of the implementation of the ASEAN Tourism Strategy 2016-2025, ASEAN Tourism Recovery Plan 2021-2025, ASEAN NTOs Fund and proposed projects using this funds.

Glad to see that the tourism industry has had an exciting year with many diverse projects and events organised in close cooperation from all member states, VNAT’s Chairman Nguyen Trung Khanh emphasised the great contribution of intra-ASEAN market to the recovery of the whole region.

“In Viet Nam, out of 12.6 million international arrivals in 2023, we welcomed about 2.1 million arrivals from ASEAN member countries, a good rebound after the pandemic. Particularly, the arrivals from Laos, Cambodia and Singapore have surpassed the level of 2019. I have a positive outlook that in 2024, all ASEAN markets will fully recover.” said Mr. Nguyen Trung Khanh.

VNAT’s Chairman Nguyen Trung Khanh speaking at the Meeting (Photo: TITC)

Based on the committees’ report, VNAT’s Chairman Nguyen Trung Khanh suggested a number of directions and ideas for regional cooperation. Regarding ​tourism marketing, the common trend post-pandemic is travel nearer and shorter, hence besides our current long-haul target markets (US, UK, Australia, India) and intra-ASEAN campaigns, we should pay more attention to joint activities in plus three countries China, Japan, and Korea. Besides, members can also leverage the contribution of ASEAN’s dialogue partners such as US-ABC, PATA, and UNWTO, as they have a good member directory and their website or social media can be a platform to help promote ASEAN tourism as well.

Also, Vietnam supports Laos in developing the ASEAN Ecotourism standard as a prioritised deliverable of the ASEAN Chairmanship Year. Moreover, Vietnam suggests ASEAN explore new standards in the upcoming years, taking into account the emerging trends of the region, for example Golf Tourism. Golf tourism is an attractive product and also the strength of many member states.

According to VNAT’s Chairman Nguyen Trung Khanh, ASEAN should put more effort into developing and diverging tourism products, with more engagement from member states. Viet Nam is the lead country of Project Develop New Product, with the current focus on Festival Tourism. Vietnam kindly requests the cooperation of all members to provide photos and material to complete the guidebook on ASEAN Festival Tourism Tours, and the follow-up activities to consider organising a joint festival in the region.

Leaders of  ASEAN National Tourism Organisations attending the Meeting (Photo: TITC)

Regarding the Developing the ASEAN Tourism Strategic Plan (ATSP) period after 2025, VNAT’s Chairman Nguyen Trung Khanh highly appreciates the Philippines for taking the role of Lead Coordinator to develop the Strategic Plan. Mr. Nguyen Trung Khanh suggested that the Philippines should timely work with member states and ASEAN’s dialogue partners to carry out the evaluation report of the current ATSP, as well as invite more insights from the private sector of ASEAN region.

“As we set a new vision for ASEAN tourism to be a more outstanding destination with a distinct brand image for the next period, I think we should reflect on the effectiveness of our tourism logo and tagline, to make sure they sync with the new strategy”, stressed VNAT’s Chairman Nguyen Trung Khanh.

At the Meeting, delegates also discussed on the ASEAN Tourism Performance 2022-2023; the ASEAN NTOs Fund; the establishment of an ASEAN-China Tourism Ministers’ Meeting; the 27th Meeting of ASEAN Tourism Ministers (M-ATM), of the 44th Meeting of ASEAN Plus Three (APT) NTOs and the 23rd M-ATM Plus Three, the 31st Meeting of ASEAN-India Tourism Working Group and the 11th Meeting of ASEAN-India Tourism Ministers, the 14th ASEAN-Russian Federation Tourism Consultation and the Third Meeting of ASEAN-Russian Federation Tourism Ministers, the implementation of Pakse Declaration on ASEAN Roadmap for Strategic Development of Ecotourism Clusters and Tourism Corridors…

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