From rhetoric to reality? The ASEAN inter-governmental alliance and tourism

ABSTRACT

There is an established global trend of country governments forming alliances with neighbours in pursuit of trade and other advantages arising from closer economic integration. The tourism industry is frequently said to be a beneficiary, but the claim can be challenged and merits debate. This paper discusses the case of the Association of South East Asian Nations and its policies, assessing progress towards realisation of ambitious tourism plans which are a component of a wider strategy. Although tourism is officially acknowledged as an important sector and the organisation is active in devising initiatives and planning for the future, achievements have been disappointing. Limitations are identified of institutional shortcomings, resource constraints and insufficient political will alongside the diversity of general circumstances in the ten-member states. Until these problems are addressed and overcome, it seems that proposals will remain rhetoric rather than reality.

KEYWORDS:

• Cooperation in tourism development and marketing
• government policy and national tourism administrations
• Southeast Asia
• alliance