According to a report in asiatraveltips.com, at the ongoing ASEAN Tourism Forum (ATF) held in Brunei (January 21-28, 2010), ten Southeast Asian countries (Brunei, Cambodia, Indonesia, Laos, Malaysia, Myanmar, Philippines, Singapore, Thailand and Vietnam) officially launched a new tourism campaign built around the slogan, Southeast Asia: feel the warmth.
The new campaign, along with southeastasia.org, will target tourists in medium and long haul markets such as the UK, Australia, India, North America and Hong Kong, and will emphasise Southeast Asia's hospitality and climate, as well as diversity of the region's cultural attractions and tourism activities.
His Excellency Pehin Dato Yahya, Minister of Industry and Primary Resources, Brunei informed ASEAN Tourism Forum delegates and media that the new campaign had been built on four principles, First, the fact that 'Southeast Asia' has greater recognition in international source markets than 'ASEAN'. Second, the trust that online consumer now puts in meta-search tools and user-generated content. |