The piece below gives an analysis by the Pacific Asia Travel Association of the
strengths, weaknesses, opportunities and threats of the tourism industry in the
region.
A study commissioned by the World Bank to facilitate the integration of the
ASEAN travel and tourism industry into the broader economy has come up with a
detailed analysis of the strengths, weaknesses, opportunities and threats (SWOT)
of the status quo. This is the first study of its kind since ASEAN tourism has only
been seriously promoted for the past two decades. Thus, its findings have
tremendous relevance to other regional and sub-regional groupings as
they embark upon similar initiatives. ASEAN’s objective is to strengthen the
interdependence of its member economies and encourage its members to adopt
“Prosper Thy Neighbour” policies. Over the years, ASEAN heads of state have
passed a number of resolutions and statements affirming this direction, e.g. the
ASEAN Vision 2020, the Vientiane Action Programme (VAP) 2004–2010 following
both the Hanoi Plan of Action (HPA) 1999–2004, the Initiative for ASEAN
Integration (IAI) and the Roadmap for the Integration of ASEAN (RIA).
Eleven priority sectors of integration have been identified and included in the
ASEAN Framework Agreement for the Integration of Priority Sectors, signed in
Vientiane in November 2004, along with the VAP. Each of these priority sectors is
developing a roadmap for economic integration, with detailed and specific
measures to be implemented from 2005 to 2010, with active involvement from
the private sector. These priority sectors are (1) agro-based products; (2) air
travel; (3) automotives; (4) e-ASEAN; (5) electronics; (6) fisheries; (7)
healthcare; (8) rubber-based products; (9) textiles and apparels; (10) tourism;
and (11) wood-based products. Tourism has a strategic role to play in ASEAN
economic growth as well as in enhancing the rich and diverse heritage of the
region. The ASEAN leaders at the Eighth ASEAN Summit in 2002 signed the
ASEAN Tourism Agreement for ASEAN Co-operation in Tourism. This agreement
covers various areas, including the facilitation of tourism investment within the
region. International visitor arrivals to ASEAN countries totalled more than 50.8
million by the end of 2005, reflecting an increase of more than 4.8 percent since
2004 (see Table 1). The region has remained resilient in attracting improved
international arrivals, and ministers from ASEAN member countries have
expressed the importance of the industry working together toward a common
goal. There is a general view, however, that barring some of the internal and
external shocks that have affected visitor arrivals, much more can be done to
boost visitor arrivals to, within, and from ASEAN. As a result, the World Bank
commissioned a Japan-based consultant to conduct a SWOT analysis of the
ASEAN region, particularly in the contexts of promoting an integrated single
destination, increasing intra-ASEAN travel and developing world-class products.
The findings are as follows, with some slight editing for clarity and with
a
