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1. The Fourteenth Meeting of ASEAN Tourism Ministers (14th M-ATM) was held on 17 January 2011 in
Phnom Penh, Cambodia in conjunction with the ASEAN Tourism Forum 2011 (ATF 2011). The Meeting
was preceded by the Thirty-Third Meeting of ASEAN National Organisations and other ASEAN NTOs
meetings with Dialogue Partners. The Meeting was chaired by H.E. Dr. Thong Khon, Minister of Tourism
of Cambodia, with H.E. Mr. Jero Wacik, Minister of Culture and Tourism of Indonesia, acting as Vice
Chairman.
2. The Ministers were pleased to note the positive arrivals growth of visitor arrivals into ASEAN.
Preliminary figures show that ASEAN attracted more than 65 million visitors last year, posting a healthy
12 per cent growth. Intra-ASEAN travel continued to be a major share of tourists, making up 45% of total
international arrivals.
3. The Ministers were pleased to note the completion of all projects and activities under the Roadmap for
Integration of Tourism Sector (RITS) which expired in 2010. Acknowledging the importance of tourism as
an economic engine and a tool for development and change in the region, the Ministers adopted the
ASEAN Tourism Strategic Plan (ATSP) 2011-2015. This ATSP contributes to the overall goals of the
ASEAN Community by 2015 through promotion of growth, integration and competitiveness of the tourism
sector and at the same time deepen social and cultural understanding as well as facilitating travel into
and within ASEAN. The ATSP provides a balanced set of actions and activities to realise the following
vision:
By 2015, ASEAN will provide an increasing number of visitors to the region with authentic and diverse
products, enhanced connectivity, a safe and secure environment, increased quality of services, while at
the same time ensuring an increased quality of life and opportunities for residents through responsible
and sustainable tourism development by working effectively with a wide range of stakeholders.
4. The Ministers emphasized the need for effective and on-schedule implementation of ATSP 2011-2015.
The Ministers requested ASEAN NTOs to coordinate and oversee the implementation of ATSP and to
report the progress of its implementation on a regular basis. The ASEAN NTOs shall also work closely
with relevant ASEAN bodies, including ASEAN Senior Transport Officials Meeting (STOM) and ASEAN
Directors-General of Immigration Departments and Heads of Consular Affairs Divisions of the Ministries of
5. The Ministers expressed their appreciation to the Government of the United States for the technical
assistance provided through the USAID, UNWTO and PATA for contributing their expertise in developing
ATSP 2011-2015.
6. The Ministers welcomed the endorsement of the Master Plan on ASEAN Connectivity (MPAC) by the
ASEAN Leaders at the 17th ASEAN Summit held on 28 October 2010 in Ha Noi, Viet Nam, which
encompasses physical, institutional and people-to-people connectivity with the objective of further
enhancing connectivity within ASEAN and promote the connectivity between ASEAN and the wider region
of East Asia in the long run. The endorsement of this Master Plan will certainly support the ASEAN
tourism development particularly through an extensive and reliable transportation network connecting
7. In line with the strategies under the MPAC, the Ministers tasked their senior officials to provide support
to and coordinate with relevant ASEAN bodies in advancing tourism-related measures, including
facilitation of inter-state passenger land transportation, development of ASEAN Single Aviation Market,
enhancing border management capabilities, encouraging greater intra-ASEAN people mobility, and
8. The Ministers were pleased to note the significant progress achieved by the ASEAN Transport
Ministers in further pursuing the ASEAN Open Skies Policy, particularly in concluding the ASEAN
Multilateral Agreement on the Full Liberalisation of Passenger Air Services (MAFLPAS) and its Protocols,
which will further expand the scope of the existing ASEAN Multilateral Agreement on Air Services (MAAS)
to include other ASEAN cities. The Ministers also welcomed the conclusion of the ASEAN-China Air
Transport Agreement as it will significantly enhance air accessibility between ASEAN Member States and
China, a major source market for ASEAN tourism. The Ministers looked forward to the early conclusions
of the ASEAN-India Air Services Agreement and the ASEAN-ROK Air Transport Agreement.
Monitoring Committee (ATPMC) Meeting held on 29 June 2010 in Lombok, Indonesia, and the progress
achieved by ASEAN Member States in establishing the necessary requirements under the Mutual
Board (TPCB) and National Tourism Professional Board (NTPB). In further developing regional
infrastructure to support the implementation of MRA, the Ministers supported the recommendation of
senior officials to begin the development of comprehensive training materials for housekeeping division
10. In meeting the increasing Russian tourists, the Ministers noted the success of the Russian Language
Course for the ASEAN Tour Operators held on 6 July 3 August 2010 in Jakarta, preceded by a two-
month e-class learning held since February 2010. The Ministers thanked the Russian Government for its
technical assistance provided to ASEAN Member States in organising this training course.
11. The Ministers were pleased to note the outcomes of following events organised by the ASEAN
Tourism Resource and Management Development Networks (ATRM): the Workshop on Dominance,
Influence, Stability and Compliance (DISC) Personality Profiling for Tourism and Hospitality Leaders held
on 10-13 May 2010 in Langkawi, Malaysia; and the Workshop on Cultural Heritage Tourism held on 17-
19 June 2010 in Solo, Indonesia; and the Workshop on ASEAN Eco-Tourism held on 11-16 July 2010 in
Surat Thani, Thailand. The Ministers encouraged the respective country coordinators to sustain the
activities as collaborative work for enhancing capacities as well as for knowledge and information
12. The Ministers took note of the ASEAN Youth Traveller Programmes through the holding of several
youth related events, among others, the ASEAN Youth Explorace 2010 held on 3-9 August 2010 in
Malaka, Negeri Sembilan, Pahang, Putrajaya and Kuala Lumpur, Malaysia; the 3rd ASEAN Jazz Festival
held on 15-16 October 2010 in Harbour Bay, Batam Island, Indonesia; the ASEAN Family Rally held on
11-15 November 2010 in Bangkok, Thailand; and the ASEAN Plus Three Youth Traveller Programme
13. The Ministers acknowledged joint tourism promotional activities to create brand awareness and
promote ASEAN as a region carried out by the ASEAN Promotional Chapter for Tourism (APCT) in
Sydney in 2010 through participation in major tourism consumer shows in Australia. The Ministers
requested their senior officials to expedite the establishments of APCT in Mumbai and Dubai.
14. The Ministers supported the efforts of ASEAN NTOs to collaborate and collectively promote ASEAN
Cruise Tourism. The Ministers noted that the ASEAN Cruise Working Group will co-locate individual
country booths at major international cruise trade shows, starting with Cruise Shipping Miami 2011 from
14-17 March 2011 and Cruise Shipping Asia from 16-18 November 2011. The Ministers acknowledged
that Southeast Asia holds great potential for cruise tourism and the joint marketing efforts will strengthen
the regions share of mind among key decision makers in the cruise industry.
15. The Ministers supported the development of a new ASEAN tourism marketing strategy that would
review the implementation of the Visit ASEAN Campaign and existing ASEAN tourism marketing
activities, including the policy framework of the marketing strategy, market review, brand strategy, and
implementation and distribution strategy. The outcomes of this exercise are expected to strengthen and
renew activities of the Visit ASEAN Campaign activities in line with the ASEAN Tourism Agreement
16. The Ministers noted the outcomes of the Fourth ASEAN Tourism Investment Forum (ATIF) held on
29-30 September 2010 in Hoi Chi Minh City, Viet Nam, with the theme ASEAN Tourism Investment:
Challenges and Opportunities as the theme. This event has been successful in highlighting the tourism
investment potential, opportunities, and incentives, including promoting the new potential tourism
investment products in ASEAN Member States. The Ministers agreed to hold the Fifth ATIF in conjunction
17. In further enhancing ASEAN as a world-class tourism destination, the Ministers were pleased to note
the progress of the reviewing process of the ASEAN Green Hotel Standards, including the review of the
criteria and requirements and the activities to identify its performance indicators and certification process.
In line with the ATSP, the Ministers requested their senior officials to develop the ASEAN comprehensive
tourism standards with certification process for green hotel, homestay, public toilet, spa service as well as
respond to climate change, especially on mitigation, adaptation and capacity building in areas of mutual
interests such as sustainable development, environmental protection and water resource management,
the Ministers agreed on the need for ASEAN tourism to develop its strategic actions to enhance the ability
of this sector to address the climate change issue. The Ministers were pleased to note the outcomes of
the Workshop on Developing the Framework of ASEAN Tourism Standards in Responding to the Climate
Change held on 5-7 October 2010 in Bali and the inclusion of the recommendations into the ATSP. The
Ministers requested their senior officials to prepare a work plan on ASEAN tourism activities to contribute
to climate change reduction initiatives. The Ministers thanked the Government of New Zealand through
19. The Ministers were pleased to note the successful completion of the ASEAN Crisis Communication
Team Work plan 2010. Following through with the previous years activities that sought to build up
communications competencies with ASEAN, ACCT successfully conducted sharing workshop lead by
industry professionals on how to manage crisis communications through social networking sites and post-
20. In commemorating the 30th anniversary of the establishment of the ASEAN Promotion Centre on
Trade, Investment and Tourism (ASEAN-Japan Centre), the Ministers expressed appreciation to the
ASEAN-Japan Centre for its efforts in providing continuous support and technical assistance to the
development of ASEAN tourism sector, including enhancing tourism stakeholders capacity to better cater
to Japanese tourists, promoting ASEAN tourism to Japanese market and strengthening product
development.
21. The Ministers also thanked the ASEAN-Korean Centre for its activities in providing its support in
promoting ASEAN tourism in Korea through tourism fairs, publication lecture series and capacity building
22. The Ministers supported the initiative to work with the Cooperation Council for the Arab States of the
golf (GCC) to implement tourism measures under the ASEAN-GCC Plan of Action (2010-2012).
Penh with the theme: ASEAN- a World of Wonders and Diversity was attended by more than 442
international buyers and more than 380 sellers with 512 booths in ASEAN. The Ministers acknowledged
the partnership with CNN International as the Official International Cable and Satellite Media Partner for
ATF 2011.
24. The Ministers noted that ATF 2012 will be convened in Manado, Indonesia on 9-15 January 2012 with
ASEAN Tourism for a Global Community of Nations as the theme. Lao PDR confirmed to be the host of
ATF 2013.
25. The Ministers expressed their sincere appreciation to the Government and People of Cambodia for
the warm hospitality accorded to the delegations and the excellent arrangements made for the Meeting.
LIST OF MINISTERS
(i) H.E. Pehin Dato Yahya, Minister of Industry and Primary Resources, Brunei Darussalam;
(iii) H.E. Mr. Jero Wacik, Minister of Culture and Tourism, Indonesia;
(iv) H.E. Mr. Somphong Mongkhonvilay, Minister, Chairman of Lao National Tourism Administration, Lao
PDR;
(v) H.E. Dato Dr. James Dawos Mamit, Deputy Minister of Tourism, Malaysia;
(vi) H.E. Mr. Soe Naing, Minister, Ministry of Hotels and Tourism, Myanmar;
(viii) H.E. Mr. S. Iswaran, Senior Minister of State for Trade and Industry, Singapore;
(ix) H.E. Mr. Chumpol Silapa-archa, Minister of Tourism and Sports, Thailand;
(x) H.E. Mr. Ho Anh Tuan, Vice Minister of Culture, Sports and Tourism, Viet Nam; and
(xi) H.E. Mr. Sundram Pushpanathan, Deputy Secretary-General for ASEAN Economic Community,
ASEAN Secretariat.