Working with the ASEAN Tourism Marketing Partnership Working Group (ATMPWG), CTIF technical assistance will help develop a regional marketing campaign and a multi-channel communications plan to promote intra-ASEAN travel as part of the launch of the Intra-ASEAN Tourism Recovery Campaign and Communication Plan.
CTIF assistance will include a desk study, government and private sector stakeholder consultants, the development of the Intra-ASEAN Tourism Recovery Campaign and Communications Plan, and support for the launch of the Plan. This CTIF mandate builds on the successful implementation in 2020 of the CTIF mandate “Study to Inform the Post-COVID-19 Recovery Plan for ASEAN Tourism”.
Problem being addressed by CTIF
Tourism is a key economic driver in the ASEAN Economic Community, representing nearly 15% of region-wide GDP and 14% of employment. As the tourism sector continues recovering from the COVID-19 pandemic, revitalizing intra-ASEAN travel is an immediate priority. The promotion of intra-ASEAN travel corresponds to Pillar 2 (promoting safe and seamless intra-regional and international travel) of the post-COVID-19 Recovery Plan for ASEAN Tourism.
The design of this mandate integrates gender equality and social inclusion objectives across all activities to promote the goals of the ASEAN Gender and Development (GAD) Framework in Tourism and its Work Plan 2020-2030.
By focusing on this key economic sector for regional economic recovery, CTIF supports the development of a more responsive enabling environment for job creation for local communities, including for women, youth, minorities as well as vulnerable groups.