ASEAN Starts Promoting Experiential and Creative Southeast Asia Tourism

The Association of Southeast Asian Nations (Asean) is promoting six experiential and creative travel themes to encourage multi-country trips across Southeast Asia. The themed promotions are part of the implementation of the Asean Tourism Marketing Strategy 2012-2015.

The themes include: "The Tastes of Southeast Asia", "Asean, a Tropical Paradise", "World Class Cities", "Experience Diverse Traditions", "Sport and Relaxation", and "Diverse Contemporary Creativity."

An initial list of 20 tour operators offering the themes in multi-country itineraries are now on the new look Asean travel website, , the official website of Asean Tourism. More trips are being added. Website enhancements are underway.

"Our new focus is on experiential and creative tourism that respects environment and culture," said Mr. Aung Zaw Win, Director General, Ministry of Hotels and Tourism Myanmar, who is also Chairman of the ASEAN Tourism Product Development Working Group. "An authentic travel experience involves meaningful engagement with the heritage, arts and special character of our ASEAN destinations," he said.

Mr Aung Zaw Win urged tour operators in ASEAN countries to develop more multi-country packages highlighting experiential and creative tourism, which he pointed out was a rising trend among consumers who want 'authentic' travel.

"Today's travellers are more sophisticated and interested in unique experiences with immersion in local ways of life," he said. "Our role is to therefore support multi-country experiential travel within ASEAN member states."

To inspire travellers, ASEAN has compiled a series of features about themes such as beach, nature and wildlife; cruise tour and rail; culture and heritage; education and volunteering; food and nightlife; fun and leisure; health and spa; outdoor and water sports; and pilgrimage tourism. All are available on

You can feel the warmth in all of the countries of the Association of Southeast Asian Nations (ASEAN); Brunei Darussalam, Cambodia, Indonesia, Lao PDR, Malaysia, Myanmar, the Philippines, Singapore, Thailand, and Vietnam.

Tour operators who would like to submit multi-country experiential programs for possible inclusion on the Asean travel website should email their offerings to (

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