Preparations and Movements in Anticipation

other affi liated organizations should realign and restructure the positioning of products and services holistically. Specifi c destinations and attractions could continue to be highlighted as distinct segments of the travel experience but within a more holistic framework of ASEAN. Formed in 1971, ASEANTA comprises public and private organizations from member states coming together to address issues related to the tourism industry with the ASEAN governments and implement efforts to promote intra- ASEAN tourism . The ASEAN Tourism website is the offi cial site of ASEAN that promotes the various destinations. It contains more information of the various destinations and tour programs in ASEAN. In the same vein, a new research- consultancy organization comprising of academics has registered their intention to affi liate with ASEAN as the ASEAN Tourism Research Association ATRA. Together, these three highlighted entities refl ect serious efforts and inter- ests in the region to consolidate and enhance the tourism resources to serve the people and region.

1.4 Preparations and Movements in Anticipation

of AEC 2015 In anticipation of the opportunities, many businesses and individuals are hedging their bets in some instances, and in other cases, whole communities or countries are insulating themselves from the easy movement of people. For example, taking advantage of the developments, Cebu Pacifi c and AirAsia are repositioning them- selves in the frontiers of intra-ASEAN passenger travel Rivera and Danessa 2014 . Cebu Pacifi c, for example, has plans to purchase over 50 short-haul planes and to map out a regional strategy that would leverage on the fl ow of people from within. Similarly, AirAsia is continuing to garner partnership with destinations outside the region and to feeder service its existing fl ights within the region NNT 2014a , b . Therefore, ASEAN’s open skies would alleviate government objections other than meeting aviation standards and local airport taxes. The latter is a matter that has not clearly been addressed in the ASEAN blueprint. If those landing rights taxes and passenger taxes were lifted with the exception of airport services taxes, it would then be understandable and acceptable in the new AEC 2015 confi guration. Therefore, airlines in the industry have to continue working with ASEAN govern- ments in relation to airport taxes, rights, and handling fees that are benefi cially frameworked and delinked from the interests of national competitiveness. The AEC 2015 is also about ASEAN citizens traveling within the member states to settle down among locals as new residents and compete for employment opportunities. It is expected that young people might fi nd it lucrative to work in a more prosperous city or where the exchange rate is of higher yield vis-à-vis to their own country’s currency Chia 2014 . The attractiveness of Thailand, Malaysia , and Singapore might lead to a movement of professionals from Vietnam, Cambodia, and Indonesia. For example, a Vietnamese or Thai citizen can choose to stay in Bali and seek to work in the tourism industry there. In addition, given such possibilities, their balitrulyyahoo.com residency and involvement in the communities will inevitably have an impact on the local residents and the community as a whole. Bali’s Grand Council of Customary Villages MUDP most recently conducted a SWOT analysis to ensure that Balinese culture remains intact when citizens of ASEAN start to settle in Bali for jobs or business opportunities Erviani 2014 . Bali, for example, has taken action by pass- ing a community law Heng 2012 . This law preserves the decisionmaking at the village level on matters such as land, properties, and religious celebrations as solely the constitutional rights of Balinese only. The Thais are also fully conscious of the potential tourism factor in the AEC . In this respect, Chiang Mai International Airport is poised to play an important regional corridor hub to Indochina, India, and China. The Thais through Bangkok Airways have already developed a strong network of modern cities such as Phuket, Udon Thani, Mandalay, and Yangon Destination Thailand 2014 . Another example of Thailand’s full preparedness is the fact that the Chiang Mai zoo refurbished its prayer rooms in anticipation of AEC channeling more Muslim travelers to Thailand NNT 2014a , b . Cebu Pacifi c on the other hand is expected to receive 43 aircrafts adding to its existing 50 aircraft fl eet between 2014 and 2021. That will allow it to compete in an AEC open skies policy with the more established and highly part- nered and networked Malaysian budget carrier AirAsia that has over 120 aircrafts Rivera 2014 . This prepositioning within the industry suggests a real interest in maintaining a degree of national as well as industry competitiveness. While it has to be competitive between the major players, the regional framework should also examine ways where cooperation can benefi t to promote the AEC as a key destination.

1.5 The Leaders in AEC Tourism