The theme for ATF 2006, “ Celebrating The Many Faces Of ASEAN ,” salutes the multifaceted organisation’s tremendous strides in bringing to life the principle of Unity In Diversity and highlights the need to follow through on initiatives to strengthen regional tourism cooperation while supporting the tourism aspirations of individual member-countries.

Tourism in ASEAN has been hit by several challenges in recent years. Member countries have seen their tourism industries negatively impacted by health scares, political upheavals, terrorist threats and natural disasters. The effects of the 2004 tsunami are still being felt not only by the affected nations but also the region as a whole. Through these obstacles, the ties of solidarity that bind the peoples of the 10 ASEAN member countries shone through. The public face of ASEAN tourism was one of cooperation and support among the peoples of the region. At the national level, member countries continued to enhance their already diverse mix of tourism strengths.

Yet much still needs to be done to reconcile national and regional tourism priorities and concerns. The time has come for firmer commitments to ASEAN tourism initiatives that adopt a regional perspective on tourism marketing, seek to introduce lesser-known destinations, and promote seamless travel within the region. ASEAN’s tourism communications machinery should be honed to effectively and accurately enlighten the world on situations in the region to arrest the damage caused by negative publicity. By facilitating travel within the region and ensuring the tourism development of member countries, the region will be joined by the international market in celebrating the many faces of ASEAN.