The 27th M-ATM: Strengthening ASEAN Tourism Competitiveness
VIENTIANE, Laos, BTNp: MINISTER of Information, Culture and Tourism (MICT), Lao PDR, Suanesavanh Vignaket, chaired the 27th Meeting of the ASEAN Tourism Ministers (M-ATM) held on 25 January 2024 in Vientiane, Lao PDR, Dato Sri Tiong King Sing, Minister of Tourism, Arts and Culture, Malaysia, was the Vice Chair. The 27th M-ATM was preceded by the 59th Meeting of the ASEAN National Tourism Organizations (NTOs) and other Senior Official Meetings with Dialogue Partners.
In line with the theme of “Quality and Responsible Tourism: Sustaining ASEAN Future”, the meeting emphasized the importance of forging closer collaboration among the ASEAN Member States in all relevant sectors to ensure the sustainability and resiliency of ASEAN tourism. Focused discussion on the implementation of activities under the ASEAN Tourism Strategic Plan (ATSP) 2016-2025, as well as other key priorities in 2023-2024 to further support the speedy recovery of the tourism sector.
The meeting noted that based on the preliminary figures of 2023, ASEAN saw a 153.09% year-on-year increase in international arrivals. Noted that 49 out of 64 activities under the ATSP 2016-2025, or 76.6%, have been implemented. The Meeting encouraged ASEAN Member States to continue implementing the activities under the ATSP 2016-2025 as planned. Concerning the development of the ATSP post-2025, the Meeting agreed to task the ASEAN NTOs to start developing the subsequent Strategic Plan in 2024 in consultation with all the relevant stakeholders including other ASEAN Sectoral Bodies, the private sector and academia. The meeting emphasized that the post-2025 Strategic Plan should align with the subsequent document to the ASEAN Economic Community Blueprint post-2025. The meeting expressed appreciation to the Philippines for leading the development of the ATSP post-2025.
The meeting commended the effort and commitment by ASEAN Member States in implementing the Post-COVID-19 Recovery Plan for ASEAN Tourism. Adopted that 60% of the measures and activities under the Recovery Plan have been completed or are being implemented through the ATSP Work Plan. Encouraged ASEAN Member States to review the priority activities under the Recovery Plan to ensure that they are aligned with the ATSP 2016-2025 and other key initiatives.
Strengthening ASEAN Tourism Competitiveness
The 27th M-ATM noted with satisfaction, the successful launch of the three marketing campaigns in 2023, namely Southeast Asia Travel Collective, imaginASEAN and intra- ASEAN Tourism Recovery Campaign. Southeast Asia Travel Collective was done in partnership with Victorinox, an established luggage brand, to inspire travel to the region. ImaginASEAN was launched on the occasion of ASEAN Day on 8 August 2023. Supported by Agoda and AirAsia, the online competition encouraged potential travelers to imagine themselves experiencing the region’s diverse attractions and earning entry points to the contest by answering a survey and submitting videos via the online platform.
The subsequent Intra-ASEAN Tourism Recovery Campaign was launched on 27 September 2023 during World Tourism Day, with support from Global Affairs Canada through the Canadian Trade and Investment Facility for Development. With the theme “Your Dream Holiday, Closer Than You Think”, the primary objective of this campaign is to encourage ASEAN residents and travellers in Southeast Asia to explore the distinctive characteristics of the region including the welcoming people, the opportunities for ecotourism and adventure, as well as the diverse and flavorful cuisine across the region.
The meeting also commended the success of the Interface Meeting between ASEAN Tourism Ministers and ASEAN Transport Ministers as the first high-level cross– sectoral collaboration between two key sectors to advance the economic recovery in the region. Recalled the decision to establish an Ad-hoc Task Force comprising of representatives appointed by the ASEAN NTOs and the ASEAN Senior Transport Officials Meeting (STOM) to facilitate dialogues with the relevant agencies to ensure a more systematic and coherent approach. As such, the meeting looked forward to the development of the Terms of References (TOR) for the Ad-hoc Task Force.
Endorsed the Memorandum of Understanding between ASEAN and UNWTO, which covers 4 focus areas including tourism competitiveness, capability development/ capacity building, as well as sustainability and inclusive.
Ecotourism Standard
The meeting expressed appreciation to Lao PDR for taking the initiative to develop the ASEAN Ecotourism Standard as a Priority Economic Deliverable for 2024 under the Lao PDR’s ASEAN Chairmanship. Noted the development progress of the Standard and looked forward to the conclusion and adoption of the ASEAN Ecotourism Standard in 2024. The Meeting is also pleased to note the progress of the implementation of Pakse Declaration on ASEAN Roadmap for Strategic Development of Ecotourism Clusters and Tourism Corridors to reinforce the region as a single, sustainable, and inclusive tourism destination envisioned under ATSP 2016-2025.
During the ASEAN Tourism Standards Awards Ceremony held on 26 January 2024, 46 establishments in the region were honoured with the 9th ASEAN Green Hotel Award, 22 entities with the 4th ASEAN Clean Tourist City Award, 43 establishments with the 4th ASEAN MICE Venue Award (Category Meeting Room), 32 establishments with the 2nd ASEAN MICE Venue Award (Category Exhibition Venue), 33 honoured with the 1st ASEAN MICE Venue Award (Category Event Venue), 9 establishments were honoured with the 4th ASEAN Sustainable Tourism Award (Gastronomy Tourism theme; Rural Sustainable Product Category), and 7 establishments were honoured with the 4th ASEAN Sustainable Tourism Award (Gastronomy Tourism theme; Urban Sustainable Product Category). The Meeting encouraged ASEAN Member States to further promote the ASEAN Tourism Standards within their respective countries to increase the region’s competitiveness.
Advancing Human Resources in the Tourism Sector
The 27th M-ATM noted that ASEAN Member States continued to implement the Mutual Recognition Arrangement for Tourism Professionals (MRA-TP) through capability-building training for Tourism Professionals, National Master Trainers and National Master Assessors. The Meeting acknowledged the need to address the shortage of qualified Tourism Professionals due to the movement of labour to different sectors after the COVID-19 pandemic hit the region. Emphasized the importance of providing ASEAN Tourism Professionals with the appropriate training, assessment and certification, the latest knowledge and skills upgrades to ensure that they remain relevant and adaptive to the industry change. Welcomed the inclusion of MICE Professionals and Spa Professionals in MRA-TP and recommended the preparation of the implementation activities. Agreed in principle to the operationalization of the Regional Secretariat of the ASEAN Mutual Recognition Arrangement on Tourism Professionals following the review of its sustainability model.
Ensuring Sustainable and Inclusive Tourism Development for All
The 27th M-ATM commended the work related to the development of the Action Roadmap for Sustainable Tourism Development in ASEAN and expressed appreciation to the Economic Research Institute for ASEAN and East Asia (ERIA) for their support of this initiative. Endorsed the Action Roadmap which aims to guide ASEAN in areas such as core values, innovation for sustainability, and ways to empower relevant stakeholders to be more sustainable. Noted that the Action Roadmap sets broad targets for ASEAN Member States, given the varied stages of sustainable development in the region.
Acknowledged the more important roles of ASEAN tourism partners including the private sector in engaging and joining AMS’s effort to further promote ASEAN tourism towards competitiveness, sustainability, and inclusiveness. The Meeting noted the need to establish and ensure a proper and responsive platform to engage tourism-related private sectors. Noted on the progress related to the implementation of the Phnom Penh Declaration on Transforming ASEAN Tourism. Cambodia, as the Lead Country Coordinator is preparing three products under this project namely ASEAN Guidelines on Digital Literacy in Tourism Sector, ASEAN Guideline on Green Tourism Businesses, and Recommendations on ASEAN Tourism Green Funding.
And noted that ATF 2025 would be held from 19 to 25 January 2025 in Malaysia, with the theme of “Unity in Motion: Shaping ASEAN’s Tourism Tomorrow”. *BTNewspaper
