Pakse Declaration on ASEAN Roadmap for Strategic Development of Tourism Corridors and Ecotourism Clusters
A comprehensive roadmap for sustainable development of tourism corridors and clusters in the ASEAN region, aligned with the ASEAN Tourism Strategic Plan (ATSP) 2016–2025.
Project Organization
Consultant Team & National Focal Points
Consultant Team
Lee Choon Loong
Lead Consultant
Regional Strategy & Public Private Partnerships; Former Regional Vice President UNWTO Affiliates Board.
Prof. Dr. Amran Hamzah
Co-Lead Consultant
Ecotourism & Community Development; Regional Vice Chair (South-East Asia) for IUCN-WCPA.
Datuk Dr Junaida Lee
Co-Lead Consultant
Tourism Policy and Institutional Capacity; Former Deputy Secretary-General, Ministry of Tourism & Culture, Malaysia.
Fiona Marcus Raja
Associate Consultant
Market Competitiveness and Digitalisation; Deputy Chairperson, BIMP-EAGA Business Council.
National Focal Points
- BRUNEI: Ministry of Primary Resources and Tourism (Amanina Aliudin)
- CAMBODIA: Ministry of Tourism (Mr Sourn Taingaun, Mr Chantha Rathana)
- INDONESIA: Ministry of Tourism and Creative Economy (Mr Ade Rajasa)
- LAO PDR: Ministry of Information, Culture and Tourism (Mr Hinphenth Sayavong, Mr Vongkeo Siamphone)
- MALAYSIA: Ministry of Tourism, Arts and Culture (Mr Mohammad Shahnizam Mohd Haniff, Ms Shanina Samsuri)
- MYANMAR: Ministry of Hotels and Tourism (Ms Khaing Mee Mee Htun)
- PHILIPPINES: Department of Tourism
- SINGAPORE: Singapore Tourism Board (Ms Jaz Loo)
- THAILAND: Ministry of Tourism and Sports (Mr Gun Puntuhong, Ms Siramon Sopha)
- VIETNAM: Viet Nam National Authority of Tourism (Ms Pham To Linh)
Project Overview
Strategic Development Framework
Project Details
Project Title: Pakse Declaration on ASEAN Roadmap for Strategic Development of Tourism Corridors and Ecotourism Clusters
Alignment: In alignment with the ASEAN Tourism Strategic Plan (ATSP) 2016–2025
Proponent: Ministry of Information, Culture and Tourism, Lao PDR
Implementing Agency: Discovery MICE Communications
Contact: 603-42533688 | 48B, Jalan Mamanda 9, Ampang, 68000, Kuala Lumpur, Malaysia
Objective
To provide a comprehensive roadmap for the sustainable development of tourism corridors and clusters in the ASEAN region.
Key Development Areas (Phase One)
- ASEAN Rail Tourism Corridor
- ASEAN Cruise Tourism Corridor
- ASEAN Flight Corridors (ASEAN Pass)
- Heart of Borneo (HoB) Ecotourism Cluster
Project Overview & Strategy
ASEAN Tourism Corridors/ Cluster (Phase 1)
This project embarks on a strategic endeavour to establish a development roadmap for each of the designated pilot ASEAN Tourism Corridors and Clusters. These corridors represent a springboard for future expansion, with the potential to develop additional corridors based on the success of this initial initiative. The development of these corridors and clusters fosters a dynamic and multifaceted approach to ASEAN tourism.
AIMS
By strategically concentrating tourism assets and infrastructure, this project aims to achieve economies of scale, optimising resource allocation and maximising the impact on the regional tourism industry. The ultimate vision is to revitalise ASEAN tourism through a comprehensive strategy that integrates multimodal transportation corridors and fosters regional collaboration.
BENEFITS
This collaborative effort will encompass both public and private sectors within ASEAN member states, harnessing a collective vision to propel the region's tourism industry to new heights. Shared prosperity in tourism offers economic benefits, such as job creation and revenue growth, whilst fostering sociocultural benefits like cross-cultural exchange and heritage preservation. Importantly, it empowers local communities by directly involving them in tourism initiatives and its resulting economic advantages.
OUTCOMES
The goal of shared prosperity in tourism is to see a significant increase in tourist numbers and revenue, alongside widespread economic empowerment – particularly in less developed areas. This approach should prioritise environmental sustainability through responsible tourism practices, whilst also aiming to empower communities and improve their overall well-being through active participation in the tourism sector.
Designated Corridors and Clusters
Four Strategic Tourism Initiatives
ASEAN Rail Tourism Corridor
Countries: Lao PDR, Malaysia, Singapore, Thailand
Description: Bolstered by ASEAN Member States' commitment to develop High Speed Railway networks, this will revolutionise regional tourism. This initiative promises unique experiences, increased visitor numbers, and socio-economic benefits for communities along the rail lines. It will create economies of scale, supporting a sustainable rail industry across ASEAN and facilitating seamless regional travel.
ASEAN Cruise Tourism Corridor
Countries: Brunei, Cambodia, Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam
Description: With a positive outlook for the regional cruise industry, the development of the ASEAN Cruise Tourism Corridor reflects the commitment of ASEAN Member States to boost the sector. This initiative will unlock new and captivating opportunities to explore ASEAN's stunning islands and coastal regions. The result will be a surge in socio-economic benefits for island communities, driven by the expansion of the cruise tourism industry.
ASEAN Tourism Aviation Network
Countries: Brunei, Cambodia, Indonesia, Lao PDR, Malaysia, Myanmar, Philippines, Singapore, Thailand, Vietnam
Description: The ASEAN Flight Pass presents a strategic opportunity to revitalise regional aviation and tourism. Its focus on affordability, collaborative itineraries, and potential for sustainable travel practices positions it as a valuable tool to stimulate increased tourist flow within ASEAN, driving economic growth and fostering a greater appreciation for the region's diverse cultural and natural heritage.
Heart of Borneo Ecotourism Cluster
Countries: Brunei, Indonesia, Malaysia
Description: The aim is to develop and promote HoB as a world class ecotourism destination. The focus is to build on the existing success stories and momentum to create new opportunities and synergies in developing tourism clusters that offer distinct and memorable experiences, differentiation and branding, enhancing symbiotic relationships with conservation efforts and maximising socio-economic benefits to local and indigenous communities.
Stakeholder Engagements & Meetings
Interviews and Focus Group Discussions
Stakeholder engagements are prioritised throughout the study to ensure the collection of high-quality data and promote the practical relevance of research findings. It facilitates collaborative knowledge generation by incorporating diverse perspectives from individuals and organisations directly impacted by or with expertise relevant to the study's focus. The ongoing dialogue helps ensure that recommendations are actionable and meaningful within the real-world context.
Fieldwork and Engagement Log (2024)
Historical Proceedings (2016–2024)
ASEAN Tourism Ministers' Meetings
1
2016 - Pakse, Lao PDR
Proceedings of ASEAN Tourism Ministers' Meeting @ ASEAN Ecotourism Forum
"The Tourism Ministers and Heads of Delegation of ASEAN... endorsed the Pakse Declaration on ASEAN Roadmap for Strategic Development of Ecotourism Clusters and Tourism Corridors. The Declaration called for... a trans-regional network of ecotourism sites, and a network of tourism corridors that traverse the urban and rural areas of ASEAN Member States."
2
August 2016 - Vientiane
48th ASEAN Economic Ministers' (AEM) Meeting
"The Ministers welcomed the adoption of the Pakse Declaration... which signified the commitment to create more economic opportunities, empower the rural communities, and contribute to the protection of natural resources and biodiversity."
3
2017 - Singapore
Twentieth Meeting of ASEAN Tourism Ministers
"The Ministers welcomed the Pakse Declaration... In line with the ASEAN Tourism Strategic Plan (ATSP) 2016-2025, the Ministers agreed that the necessary follow-ups from this Declaration would be subsumed under the existing implementation of ATSP carried out by respective ASEAN tourism committees."
4
2018 - Chiang Mai, Thailand
Twenty-First Meeting of ASEAN Tourism Ministers
Reiteration of the 2016 Pakse Declaration and the strategic identification and development of ecotourism sites and corridors.
5
2019 - Ha Long City, Vietnam
Twenty-Second Meeting of ASEAN Tourism Ministers
"The Ministers welcomed the adoption of the Pakse Declaration... and the commitment to create more economic opportunities, empower the rural communities, and contribute to the protection of natural resources and biodiversity."
6
2020 - Bandar Seri Begawan, Brunei
Twenty-Third Meeting of ASEAN Tourism Ministers
"The Ministers noted the progress of the study to implement the Roadmap for the seven ecotourism clusters and tourism corridors, namely, (i) ASEAN Sea Cruise Tourism Corridor; (ii) Mekong North-South Tourism Cluster; (iii) Heart of Borneo Rainforest Ecotourism Cluster; (iv) Coral Triangle Marine Ecotourism Cluster; (v) Mekong/Irrawaddy River Tourism Corridor; (vi) ASEAN City Tourism Corridors (ASEAN Pass); and (vii) Rail Tourism Corridor."
7
2021 - Video Conference (Cambodia)
Twenty-Fourth Meeting of ASEAN Tourism Ministers
"The Ministers welcomed the result of the study and the recommended five-year work plan to implement the Roadmap for the seven ecotourism clusters and tourism corridors... The Ministers encouraged ASEAN NTOs to work on the detailed activities in the Work Plan to implement the Pakse Declaration for 2021-2025."
8
2022 - Sihanoukville, Cambodia
Twenty-Fifth Meeting of ASEAN Tourism Ministers
"With regard to the implementation of the Pakse Declaration on ASEAN Roadmap for Strategic Development of Ecotourism Clusters and Tourism Corridors, the Meeting welcomed the follow-up activities to implement the declaration which aims to provide equitable distribution of tourism benefits to emerging and rural tourism destinations, among others."
9
2023 - Yogyakarta, Indonesia
Twenty-Sixth Meeting of ASEAN Tourism Ministers
"The Meeting recalled the Pakse Declaration on ASEAN Roadmap for Strategic Development of Ecotourism Clusters and Tourism Corridors and encouraged ASEAN to develop a network of tourism corridors to enable tourists to visit the region's rich ecotourism sites, especially its nature reserves, to experience the essence of ASEAN's nature-based products and services, and to implement concerted actions for the balanced sustainable development of ecotourism, through partnerships with relevant stakeholders."
10
2024 - Vientiane, Lao PDR
Twenty-Seventh Meeting of ASEAN Tourism Ministers
"The Meeting is also pleased to note the progress of the implementation of Pakse Declaration on ASEAN Roadmap for Strategic Development of Ecotourism Clusters and Tourism Corridors to reinforce the region as a single, sustainable, and inclusive tourism destination envisioned under ATSP 2016-2025."
Inception Report And Interim Reports
Project Documentation
Inception Report: General Information
Main Title: Implementation of Pakse Declaration on ASEAN Roadmap for Strategic Development of Tourism Corridors and Ecotourism Clusters
Prepared by: Discovery MICE Communications
Submitted: 29 February 2024
Presented: 5 March 2024
Table of Contents
- INTRODUCTION | ASEAN | Pakse Declaration
- PROJECT OVERVIEW | Proposed Corridors and Cluster | Purpose and Objectives | Key Benefits and Outcomes | Project Implementation and Collaboration
- PROJECT SCOPE & OBJECTIVES | Geographical Scope | ASEAN Rail Tourism Corridor | ASEAN Cruise Tourism Corridor | ASEAN Aviation Tourism Corridor/ ASEAN Pass | Heart of Borneo Ecotourism Cluster
- STAKEHOLDER ENGAGEMENT STRATEGY | Comprehensive Identification | Engagement Objectives | Communication and Engagement Methods | Marketing Feedback
- ACTION PLAN Phase 1 – Initial Outreach and Engagement | Phase 2 – In-depth Consultation | Phase 3 – Analysis & Integration
- PROJECT DELIVERABLES
- WORKPLAN
- CONSULTANT TEAM AND EXPERTISE | Lee Choon Loong | Prof Dr Amran Hamzah | Datuk Dr Junaida Lee | Fiona Marcus Raja
- WORKPLAN BUDGET REPORTING AND COMMUNICATION Reporting Mechanisms | Knowledge Sharing and Dissemination
Interim Reports
Detailed Corridor & Cluster Studies
Heart of Borneo Ecotourism Cluster
Report Date: May 2024 | Submitted: 31 May 2024
Key Sections:
- EXECUTIVE SUMMARY
- INTRODUCTION | The Pakse Declaration: A Pivotal Framework for Sustainable Ecotourism Development in ASEAN | The Heart of Borneo: One of The World's Most Biodiverse Regions | Rationale for Developing the Heart of Borneo as a Premier Ecotourism Cluster in ASEAN: A Sustainable Circular Economic-Conservation Ecosystem
- METHODOLOGY
- CURRENT SITUATION ANALYSIS | Assessment of Ecotourism Infrastructure, Products, and Services in Transboundary National Parks | Overall Assessment | Recommendations
- SWOT ANALYSIS | Strengths | Weaknesses | Opportunities | Threats
- MARKET POTENTIAL FOR HOB ECOTOURISM | Iconic Ecotourism Products: Gateway to Niche Markets | "Visit the Heart of Borneo" Campaign: Building on Brand Awareness | Unique Selling Propositions (USPs): Tailoring Experiences | Regenerative Tourism Potential: Appealing to Eco-Conscious Travelers | Cultural and Natural Heritage: Attracting Heritage Tourists | Collaborative Management Models: Building Trust and Authenticity
ASEAN Flight Tourism Corridor (ASEAN AIR PASS)
Report Date: May 2024 | Submitted: 31 May 2024
Key Sections:
- EXECUTIVE SUMMARY
- INTRODUCTION | Background | Scope & Objectives | Methodology
- CURRENT STATE OF ASEAN AIR TRAVEL | Air Travel Trends | Emerging Trends | Stakeholder Engagement & Consultation | Strengths, Opportunities, Aspirations, Results (SOAR) | Benchmarking & Best Practices | Analysis & Assessment
- ASEAN FLIGHT PASS PROGRAM ASSESSMENT | Program Design & Implementation | Impact Assessment | Risks & Challenges
- PROPOSED RECOMMENDATIONS | Strategic Considerations | Recommendations for a Robust and Sustainable ASEAN Air Pass | Proposed 10-Year Roadmap for ASEAN Air Pass Implementation: A Collaborative Approach under ASEAN Open Skies
Additional Interim Report Sections
PROPOSED ROADMAP FOR DEVELOPMENT | Phased approach for developing the HoB ecotourism cluster | Phase 1: Foundation and Assessment (Year 1-2) | Phase 2: Planning and Capacity Building (Year 3-5) | Phase 4: Implementation and Marketing (Year 11+) | Proposed priority sustainable and inclusive ecotourism projects and initiatives | Comprehensive marketing and promotion strategy.
IMPLEMENTATION PLAN Roles and responsibilities of various stakeholders in implementing the roadmap | Proposed Governance Structure for Ecotourism Development in the Heart of Borneo (HoB) | Potential Funding Sources and Mechanisms | Key Performance Indicators (KPIs).
MONITORING AND EVALUATION FRAMEWORK | Principles for Effective Adaptive Management | Steps for Effective Monitoring and Evaluation | Response Mechanisms | Continuous Monitoring and Evaluation to Ensure the Sustainable Development | Illustrative Examples of Adjustments Based on M&E Findings | Examples of Monitoring and Evaluation Indicators for HoB
RECOMMENDATIONS | Key recommendations for developing the HoB ecotourism cluster | Proposed Responsible Tourism Practices in HoB Based on GSTC Criteria | Proposed Adjustments and Improvements | Concrete Steps for Collaboration in HoB
Comprehensive Reports
ASEAN Cruise Tourism Corridor & Final Reports
Interim Report: ASEAN Cruise Tourism Corridor
Report Date: May 2024 | Submitted: 31 May 2024
Table of Contents
EXECUTIVE SUMMARY
INTRODUCTION
METHODOLOGY
STATE OF THE CRUISE INDUSTRY & MARKETS:
- Market Projections and Trends in Global Cruise Tourism | Market Overview and Growth Trends in Asian Cruise Tourism
- Market Projections and Trends in Asian Cruise Tourism | Tourism Revenue Trends and Implications for National Tourism Organizations (NTOs)
- Average Revenue Per User (ARPU) Trends and Implications for NTOs | Cruise Line Brand Shares and Implications for NTOs
- Sales Channel Trends and Implications for Destination Marketing Organizations (DMOs) | Market Projections and Trends in Southeast Asia Cruise Tourism [Statista]
CRUISE INFRASTRUCTURE AT MAJOR PORT-OF-CALLS IN SOUTHEAST ASIA:
- Sihanoukville Autonomous Port, Cambodia
- Benoa Port & Celukan Bawang, Bali, Indonesia
- Jakarta, Indonesia
- Semarang, Indonesia
- Lombok, Indonesia
- Surabaya, Indonesia
- Komodo Island, Indonesia
- Port Klang, Kuala Lumpur, Malaysia
- Port Swettenham, Penang, Malaysia
- Langkawi, Malaysia
- Kota Kinabalu, Malaysia
- Puerto Princesa, Philippines
- Manila, Philippines
- Boracay (Caticlan Jetty Port), Philippines
- Singapore
- Laem Chabang (Bangkok), Thailand
- Koh Samui, Thailand
- Phuket, Thailand
- Ho Chi Minh, Vietnam
- Danang, Vietnam
- Halong, Vietnam
- Nha Trang, Vietnam
KEY PLAYERS IN REGIONAL CRUISE TOURISM AND POPULAR CRUISING ROUTES:
- Azamara Club Cruises
- Aida Cruises
- Celebrity X Cruises
- Crystal Cruises
- Cunard
- Dream Cruises
- Hapag-Lloyd
- Holland America Line
- Norwegian Cruise Line
- Oceania Cruises
- P&O Cruises
- Paul Gauguin
- Princess Cruises
- Regent Seven Seas
- Royal Caribbean International
- Seabourn
- Silverseas
- TUI Cruises
- Viking Cruises
BENCHMARKING AND BEST PRACTICES:
- Benchmarking the ASEAN Cruise Tourism Corridor | Emulating Global Best Practices | Critical Success Factors | Innovative Marketing Strategies | Collaborative Initiatives
OPPORTUNITIES & POTENTIAL CORRIDORS:
- Sustainable and Unique Thematic Routes | Socio-Economic Benefits
CHALLENGES & ACTIONAL RECOMMENDATIONS:
- Potential Challenges in the ASEAN Cruise Industry | Port Congestion and Impact on Port Experience | Seasonality and Impact on Passenger Experience | Environmental Concerns and Impact on Sustainability | Regional Visa Harmonisation | Safety Regulations | Port Infrastructure Development | Human Capital and Skills | Local Government Financial Constraints | Climate Change Impacts
Final Reports
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News And Updates
Latest Developments
Press Release: AirAsia MOVE
EXPLORE ASEAN SEAMLESSLY WITH AIRASIA MOVE'S SIGNATURE 'ASEAN EXPLORER PASS'
Kuala Lumpur, 25 April 2024
AirAsia MOVE (formerly known as AirAsia Superapp), a digital venture by Capital A Berhad continues to take large strides towards solidifying its position as an online travel agent (OTA) platform that champions and connects the Asean region like no other, especially through its signature product, the 'ASEAN Explorer Pass'.
The ASEAN Explorer Pass is an annual travel pass which allows subscribers to explore the whole ASEAN region through AirAsia's international and domestic flight network, enjoy hotel discounts as well as connectivity on ground through AirAsia Ride for a full year from the date of subscription.
Data from the previous travel pass sold by AirAsia MOVE in December 2022 clearly indicates that demand for travel within the ASEAN region is high, with over 80,000 international flights redeemed and flown in a year.
"As ASEAN continues to rise as a major hub for international trade & investment, enabling intra ASEAN connectivity and accessibility to key travel necessities such as flights, hotels and rides are crucial. Capital A, through AirAsia MOVE, is proud to enable more to explore the diverse landscapes of ASEAN, and help people go all the way."
Market Statistics - Southeast Asia
Tourism Market Analysis
CRUISE - SOUTHEAST ASIA
$516.10M
Projected Revenue 2024
Cruises market in Southeast Asia
5.09%
CAGR 2024-2028
Annual growth rate
$629.40M
Market Size 2028
Projected market volume
848.20K
Users by 2028
Total market users
- By 2024, the projected revenue for the Cruises market in Southeast Asia is US$516.10m.
- It is anticipated that the market will experience a Compound Annual Growth Rate (CAGR) of 5.09% from 2024 to 2028, resulting in a projected market size of US$629.40m by 2028.
- The number of users in the Cruises market is predicted to reach 848.20k users by 2028.
- The user penetration in 2024 is expected to be 0.10% and is projected to increase to 0.12% by 2028.
- The average revenue per user (ARPU) is estimated to be US$0.72k.
- By 2028, online sales are expected to account for 12% of the total revenue in the Cruises market.
- Cruising in Southeast Asia is gaining popularity due to the region's diverse cultures, stunning landscapes, and exotic cuisine.
FLIGHTS - SOUTHEAST ASIA
86%
Online Sales by 2028
Percentage of total revenue
4.38%
Annual Growth Rate
CAGR 2024-2028
12.5%
User Penetration 2028
Market reach projection
- By 2024, the revenue is expected to reach US$31.54bn.
- Furthermore, it is projected that the market volume will grow at an annual growth rate (CAGR 2024 2028) of 4.38%, resulting in a projected market volume of US$37.44bn by 2028.
- In terms of the number of users, it is expected to amount to 89.50m users by 2028 with a user penetration projected to be 11.8% in 2024 and 12.5% by 2028.
- The average revenue per user (ARPU) is expected to be US$0.39k.
- Moreover, it is projected that 86% of the total revenue will be generated through online sales by 2028.
- When compared globally, it can be observed that China will generate the most revenue in the Flights market, amounting to US$1.36bn in 2024.
- Indonesia's domestic flight market is showing strong growth, with low cost carriers leading the way in terms of market share.
TRAIN TICKETS - SOUTHEAST ASIA
60%
Online Revenue 2028
Digital sales projection
4.21%
Market Growth
Annual CAGR
6.6%
User Penetration
By 2028
- By 2024, it is expected that the revenue in Southeast Asia's Train Tickets market will reach US$1.06bn.
- The market is anticipated to show an annual growth rate (CAGR 2024 2028) of 4.21%, resulting in a projected market volume of US$1.25bn by 2028.
- The Train Tickets market is expected to have 46.96m users by 2028, with a user penetration of 6.1% in 2024 and 6.6% by 2028.
- The average revenue per user (ARPU) is expected to be US$25.09.
- It is projected that 60% of the total revenue in the Train Tickets market will be generated through online sales by 2028.
- In Southeast Asia, most of the revenue in the Train Tickets market will be generated in China, with a projected revenue of US$72,940m in 2024, surpassing other countries in global comparison.
- Indonesia's railway sector is undergoing a modernisation drive, with increased investment in infrastructure and rolling stock.
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