Although a number of initiatives were taken for the marketing of tourism in the region and the promotion of intraregional activities among member states, little has
been done to understand and address hindrances to cooperation. In a region spurred by economic growth, the rising middle class of 600 million people is signifi cant in
itself in terms of ASEAN’s domestic and intraregional travel markets Wicakesena
2011 . The diversity of tropical Southeast Asia offers a rich palette of colors and
tastes to tourists. From history, culture, and nature to shopping, spas, and luxury holidays, all of these and more are available in a region that is predominately peace-
ful and stable.
1.3.3 Education and Standardization
With the advent of AEC , the concept of ASEAN’s Mutual Recognition Arrangement on Tourism Professionals will also come into force. The MRA-TP is a concept that
has been designed to facilitate movement of skilled tourism professionals among member states. These tourism professionals can join tourism companies in any of
the ASEAN member nations.
Unifi cation of the industry allows the creation of benchmarks and provides for training and qualifi cations recognized across the boundaries of member states. The
competency standards for tourism professionals have already been worked out with graduates able to have their certifi cations and competencies recognized across
borders. For example, a general, branch, or travel manager has to possess eleven functional competencies. These include the ability to manage fi nancial operations,
develop and implement a business plan, and organize and coordinate meetings. It is very important for the AEC to ensure that all of its education policies, systems, and
institutions are serving all the requirements of the business Abonyi
2012a ,
b . In
order to fulfi ll that need, the community needs to continuously provide its members with intensive training sessions, particularly in the area of management and
leadership.
1.3.4 Travel Entities Cooperation and Collaboration
Travel agents, tour operators, and transport companies in the region also need to come up with smart programs to keep in step with the goal of the AEC ’s approach
to tourism – to make the Southeast Asia n region a seamless travel escape. To accom- plish this, the airlines could standardized pricing or offer an ASEAN regional ticket
at a particular price. With this ticket, passengers can fl y to all the capitals or regional cities of each country without having to pay for each segment – much like an around
the world ticket.
Websites such as ASEANTA the ASEAN Tourism Association http:aseanta.
org and ASEAN Tourism
http:www.aseantourism.travelwelcome and many
balitrulyyahoo.com
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
