ASEAN TOURISM DEVELOPMENT: Opportunities, challenges and future

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ASEAN TOURISM DEVELOPMENT Opportunities,
challenges and future
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Tourist arrivals to ASEAN 1991-2008
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Total International Visitors Arrivals 2008
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Tourist arrivals to ASEAN Overall picture
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Intra-ASEAN Travel
Figure 3 - Intra-ASEAN Travel (1996-2008)

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ASEAN MONTHLY ARRIVALS 2008
Figure 4- ASEAN Monthly Arrivals (Jan-Dec) 2008
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Major Market Share by Region 2008
- Major Market Share by Region 2008
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ASEAN Top Ten Source Markets 2008
ASEAN Top Ten Source Markets 2008
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International Tourism Receipt (million USD)
International Tourism Receipt (million USD)
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Tourist arrivals to ASEAN By country of origin
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Top 10 Countries of origin
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Tourism competitiveness Top 10 countries and
ASEAN
????? World Economic Forum (WEF), ?????????????,
5 ?????? 2551
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Medical Expenses USA and Emerging countries in
Medical Tourism
????? ???????? ???????? ??? ???????,
???????????????, 20 ?????? 2551
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Thailands Market Share 2007 Tourist arrivals
from ASEAN
????? ??????????????????????????,
???????????????????????, ???????????, 14 ??????
2551
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SWOT ANALYSIS
Strengths
Weaknesses

• ASEAN tourism development
• strategy for 2011-2015.

• Degrading tourist attractions
• Concern over the safety of tourists

• Mutual Recognition
• Agreement- MRA

Opportunities
Threats

• Global Financial Crisis
• Terrorism
• Pandemics
• Natural Disaster

• ASEAN Integration
• Community of Connectivity

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SWOT ANALYSIS
Strengths

• visa-free access,
• intra-ASEAN aviation,
• transportation linkages
• massive business interests,
• shared overland borders
  
• extensive tourism awareness
  
  of the regional countries

Opportunities
Standardization of tourism services Green
Hotel, Food Beverages Services
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SWOT ANALYSIS
Strengths
Weaknesses
Political problems in Thailand Public
services Tourism infrastructure Degradation of
tourist resources

• Hospitality
• Sun, Sand, Sea
• History, Culture
• Food
• Shopping

Opportunities
Competitors
Eco-tourism, Tourism Heritage, Tourism
Hospitality, Cruise Tourism Health Tourism
Singapore competes in Healthy Wellness with
Thailand and is a highly safe shopping
destination. Malaysia has similar tourist
resources with Thailand and the Malaysian
government allocates more on promotion than
Thailand
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SWOT ANALYSIS
Weaknesses
Strengths
Ineffective laws enforcement Resulting in unfair
business practices SMEs accounting for 80 of
business Only 70 of businesses are equipped to
compete
Beautiful natural resources Good transportation
network Unique regional culture and Thainess
Competitors
Opportunities
Vietnam Beautiful natural resources, value for
money, safe and good government support Hong
Kong - Macau and Disneyland shopping China
unique historical/culture Beautiful tourist
resources over 30 districts value for money
multi-language tour guides
Home stay Standard of Long stay Toilet
facilities at tourist destinations Movie
production in Thailand HR development in
Thailand inbound, outbound, domestic And local
guides
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ASEAN Tourism Roadmap

• Better transportation link
• ASEAN tourism promotion
• Standard of tourism services
• HR Development
• Tourism Investment Incentives

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Free Trade in Services in ASEAN

• Tourism is key
• Free trade within 2010
• Extend beyond GATS Plus
• Borderless tourism
• Less investment barriers within ASEAN
• Free labour movement
• Less restrictions in foreigner ownership

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Future negotiation agendas

• Greater details (Mode 3)
• Foreign ownership 2006 ? 49
• Foreign ownership 2010 ?70
• Additional negotiation agendas
• By 31 August 2005

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Threats to Free Trade Tourism

• Domestic policies and laws
• National security
• Public administration
• Tourism infrastructure
• Culture and environment
• Tax
• Source APEC Tourism Impediments Study 2004

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Preparation for free trade tourism

• Revise relevant laws and regulations
• Implement mechanism to enhance cooperation
• Develop expertise in negotiation

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????????????????????????????????????????????????

• 4. Enhance cooperation between public and private
  sectors
• 5. Improve basic infrastructure, e.g. finance,
  energy and public transportation
• 6. Develop international service standard
• Source Victoria Waite presented in ASEAN
  Trade in Services Seminar, Kuala
  Lumpur, April 1, 2005.

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ASEAN TOURISM FORUM 2010

• ASEAN, the Heart of Green 10 destinations, One
  Conservation Vision.
• the regions commitment to a shared vision of
  sustainable and environmentally friendly
  development of its tourism industry.

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Future of tourism development in Thailand

• Depends on HR development improve language
  skills, regularly update knowledge and be
  familiar with other ASEAN cultures

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Future of tourism development in Thailand

• By 2010, ASEAN will allow 70 foreign (from ASEAN
  members) ownership
• Opportunities for Thai investors
• Threats for Thai SMEs if not improve their
  services

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Future of tourism development in Thailand

• Free trade for aviation industry can help to
  increase tourist arrivals to Thailand
• But more competition from other ASEAN airlines

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ASEAN3 Tourism Cooperation

• ASEAN-CHINA CENTRE
• ASEAN-JAPAN CENTRE
• ASEAN-ROK CENTRE

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• 5)???????????????????????????????
• 6)?????????????????????????????????????????
• 7)??????????????? Royal Coast

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• 13)?????????????????????????????????????????????
  ????????
• 14)??????????????? Active Beach

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