STRENGTHS

• Well-established tourism in member countries: Singapore, Malaysia, and Thailand already have high annual visitor arrivals.
• Political awareness: The importance of tourism is well recognised among many ASEAN countries, as highlighted through ministerial ASEAN meetings and summits.
• A full-time ASEAN Secretariat already exists to coordinate cooperation and integration efforts.
• Safety: ASEAN member countries have traditionally been considered safe and visitor-friendly.
• Well-developed business sectors: e.g. Singapore, Malaysia, Thailand and Indonesia are also being joined by emerging economies, such as Vietnam, Lao PDR and Cambodia.
• Well-developed entertainment options: Countries already offer shopping, nightlife activities, etc.
• Well-developed linkages to external markets are in place.
• Greater Mekong Subregion (GMS) alliance: ASEAN integration should lead to synergistic effects.
• Access: e.g. GMS countries may not necessarily require air travel.
• Member countries have unique destination images.
• World-class airports facilitate travel: e.g. Singapore Changi and Kuala Lumpur International Airport, as well as the region’s newest airport, Suvarnabhumi International Airport in Bangkok, set to open later in the year.
• Diverse tourism resources within the region range from nature to culture, religion, sports, and health and wellness.
• Seasonality patterns are similar for all ASEAN member countries, which is conducive to multi-country tour patterns.
• Some member countries have widespread English language capability.
• Well-developed intra-ASEAN tourism already exists. Short-distance travel potential is well suited to the regional population’s income.
WEAKNESSES

• Countries are at different levels of inbound and outbound market maturity.
• Countries are at different levels of manpower standards.
• Possible competing strategies are in play: e.g. more than one country aspiring to be a strategic hub, or