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ASEAN TOURISM DEVELOPMENT: Opportunities, challenges and future

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Title: ASEAN TOURISM DEVELOPMENT: Opportunities, challenges and future


1
ASEAN TOURISM DEVELOPMENT Opportunities,
challenges and future
2
(No Transcript)
3
Tourist arrivals to ASEAN 1991-2008
4
Total International Visitors Arrivals 2008
5
Tourist arrivals to ASEAN Overall picture
6
Intra-ASEAN Travel
Figure 3 - Intra-ASEAN Travel (1996-2008)

7
ASEAN MONTHLY ARRIVALS 2008
Figure 4- ASEAN Monthly Arrivals (Jan-Dec) 2008
8
Major Market Share by Region 2008
- Major Market Share by Region 2008
9
ASEAN Top Ten Source Markets 2008
ASEAN Top Ten Source Markets 2008
10
International Tourism Receipt (million USD)
International Tourism Receipt (million USD)
11
Tourist arrivals to ASEAN By country of origin
12
Top 10 Countries of origin
13
Tourism competitiveness Top 10 countries and
ASEAN
????? World Economic Forum (WEF), ?????????????,
5 ?????? 2551
14
Medical Expenses USA and Emerging countries in
Medical Tourism
????? ???????? ???????? ??? ???????,
???????????????, 20 ?????? 2551
15
Thailands Market Share 2007 Tourist arrivals
from ASEAN
????? ??????????????????????????,
???????????????????????, ???????????, 14 ??????
2551
16
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

17
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
18
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
19
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
20
ASEAN Tourism Roadmap
  • Better transportation link
  • ASEAN tourism promotion
  • Standard of tourism services
  • HR Development
  • Tourism Investment Incentives

21
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

22
Future negotiation agendas
  • Greater details (Mode 3)
  • Foreign ownership 2006 ? 49
  • Foreign ownership 2010 ?70
  • Additional negotiation agendas
  • By 31 August 2005

23
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

24
Preparation for free trade tourism
  • Revise relevant laws and regulations
  • Implement mechanism to enhance cooperation
  • Develop expertise in negotiation

25
????????????????????????????????????????????????
  • 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.

26
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.

27
Future of tourism development in Thailand
  • Depends on HR development improve language
    skills, regularly update knowledge and be
    familiar with other ASEAN cultures

28
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

29
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

30
ASEAN3 Tourism Cooperation
  • ASEAN-CHINA CENTRE
  • ASEAN-JAPAN CENTRE
  • ASEAN-ROK CENTRE

31
????????????????????????????????
  • 1)????????????????????????
  • 2)?????????????????????????????????
  • 3)??????????????????????????????
  • 4)???????????????????????????????????????????????
    ??????
  • 5)???????????????????????????????
  • 6)?????????????????????????????????????????
  • 7)??????????????? Royal Coast

32
????????????????????????????????
  • 8)????????????????????????????????
  • 9)?????????????????????????????????
  • 10)???????????????????????????????
  • 11)??????????????????????????????????
  • 12)???????????????????????????????
  • 13)?????????????????????????????????????????????
    ????????
  • 14)??????????????? Active Beach

33
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