Selling sustainability in ASEAN tourism
MORE THAN just marketing ASEAN destinations, the ASEAN Tourism Forum has become a significant platform for member nations and industry partners to foster dialogue and address concerns and opportunities within and beyond the economic union. This year’s theme, “Quality and Responsible Tourism - Sustaining ASEAN Future", is a clear nod toward the growing importance of sustainable tourism in the region.
During the ATF Conference last January 25 in Vientiane, Laos PDR, Destination Mekong CEO Catherine GermierHamel, Phuket Hotels Association environmental committee chair Michael Massey, and The Hiker Travel director Tom Chanthaphone shared their thoughts on how to market sustainability in the post-pandemic ASEAN tourism industry.
Germier-Hamel said that sustainable tourism goes beyond just visiting a destination. It must involve making a positive impact in all aspects of the places one visits.
"Sustainability should be everyone’s way of life. A sense of guiding principles that must be practiced every day. In the ASEAN context, this means preserving our rich biodiversity, respecting our diverse cultures, and ensuring the benefits of tourism reach our local communities," she expounded.
The panelists agreed that selling sustainability in
ASEAN tourism involves several strategies, such as the need to educate travelers about the benefits of sustainable tourism. This does not only include the unique experiences it offers, such as engaging with local communities, learning about traditional practices and wildlife, and exploring offthe-beaten-path destinations, but also the long-term benefits, such as preserving these experiences for future generations.
“As an entrepreneur, we also need to know how to get people involved and how our work will benefit the community, then we can figure out how sustainable our business model is," said Chanthaphone. He referenced examples of responsible and sustainable tourism products, including the Elephant Conservation Center in Sayaboury, Laos, where the animals are in their undisturbed natural environment.
"We use the sanctuary to explain the importance of elephants in Lao culture in a non-exploitative way. This is how sustainability works," he added.
Secondly, they also stressed the need to make sustainable choices easy and accessible for travelers. This can be achieved by promoting eco-friendly accommodations, responsible tour operators, and local businesses. Providing clear and reliable information about these options can help travelers make informed decisions.