Beruflich Dokumente
Kultur Dokumente
Walter Jamieson
ASEAN Tourism Strategic Plan Forum
November 19, 2013
Objectives
NTO Marketing
Available
Resources
Forces &
Trends
ATSP: Nature,
Culture, CBT &
Cruise Products
STRATEGIC OBJECTIVES
Increase number of
international visitors
traveling to Southeast
Asia.
A marketing strategy
that will guide
budgetary decisions.
Creating
Memories
Societal
Development
Sustainable
Tourism
Standards
Develop
Products
HR
Marketing
CREATE
MEMORIES
Social
Development
Economic
Development
Cultural
Development
IMPROVE
SOCIETIES
6
SITUATION
ANALYSIS
GLOBAL/REGIONAL EMERGING
TRENDS AND FORCES
Global Social and
Economic Forces
Emerging Trends
in Marketing,
Advertising and
Distribution
Emerging Trends
in Visitor
Motivations and
Behavior
Interest-based
approach.
INTEREST-BASED
MARKETS
SEGMENTS
10
Quality of site
management
Readiness for
international
tourism
Carrying
capacity
Proximity to
other
attractions
SUPPLY
Level of
community
support
11
Market surveys
supporting
international
visitation
Present levels of
international
visitation
DEMAND
12
Creative
Travel
Adventure
Travel
Extended,
Long Stay
Tourism
13
Food
Shopping
Visiting Family
Spas
Entertainment
Urban
Experiences
14
Spas
Culinary tourism
Cultural tourism
Community-based
tourism
Urban tourism
Ecotourism
Volunteer tourism
Marine based
tourism
15
Museums
Art Galleries
Festivals
Music
Handicrafts
Performing arts
16
Extreme tourism
Adventure tourism
Community-based
tourism
17
18
Meetings
Incentives
Conventions
Exhibitions
19
Important activity to
help build the ASEAN
community.
Each member
responsible to market
themselves effectively
to fellow member
countries.
20
PRODUCT,
EXPERIENCE
AND ACTIVITIES
DEVELOPMENT
21
22
Clusters
Trails
Circuits
Packages
23
24
DISTRIBUTION
CHANNELS AND
STRATEGIES
25
MAJOR DISTRIBUTION
CHANNELS FOR ASEAN
Piggybacking on the
activities of the NTO's
Interactive website
E-Marketing
26
PUBLIC-PRIVATE PARTNERSHIP
STAKEHOLDERS
Individual NTOs
Public sector
organizations
International
organizations
Private-sector
companies
27
Increase in
dispersion of
travelers away from
the main tourist hubs
Increase in
destination brand
equity
Increase in
destination
competitiveness
Increase in
opportunity creation
for people at the
destination
28
Its
Happening!!
29
30