ASEAN TOURISM DEVELOPMENT AT THE SUPRANATIONAL AND NATIONAL LEVELS: THE CASE OF THE PHILIPPINES
Ma. Andrea C. Liamzon (MLiamzon@AIM.EDU)
John Paolo R. Rivera, Ph. D. (JRivera@AIM.EDU)
The travel and tourism (T&T) sector has become a driver of growth for ASEAN economies. Hence, the ASEAN Tourism Strategic Plan (ATSP) 2011-2015 was designed to emphasize tourism as a critical element of an integrated community. With the upcoming ASEAN Economic Community (AEC) in 2015, member economies cooperate to foster regional growth in theT&T sector. Tourism will be impacted by the AEC as the region tries to create a single market and production base and further integrate into the global economy despite disparities in economic and tourism development among member economies. We aim to: (1) understand the opportunities and challenges of building a more competitive ASEAN tourism industry; and (2) show how the ATSP is locally translated in the Philippines. The ATSP directs member economies' national tourism organizations (NTOs) to strengthen the ASEAN tourism brand, provide authentic and diverse products, increase visitor numbers, and enhance connectivity, security and the quality of services while increasing the quality of life of ASEAN residents. Regional cooperation not only helps bring revenues directly to the less developed countries in the region, but also raises industry standards. In the Philippines, the Department of Tourism is responsible for coordinating the development of the ATSP by formulating strategic goals through its own National Tourism Development Plan (NTDP) 2011-2016, which demonstrates best practices.
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