TO market a destination is all about discovering ways of generating dreams for potential visitors.
This task should be relatively easy for Asian countries. Most of them have spectacular landscapes and monuments, lively cities, excellent hotels, good shopping facilities, delectable cuisines and hospitable populations.
This descriptive list would in fact apply to any nation in South-east Asia. And this is where marketing becomes important as it will help to distinguish one country from another by creating a personalised image.
Over the last two decades, ASEAN NTOs have built up their marketing campaigns to create global awareness. Thailand was first in 1997 to reap the benefits of the new campaign, “Amazing Thailand”, launched in the aftermath of the financial crisis. Professionals from the tourism industry still believe that it was so far the best slogan found for Thailand, even long after the NTO dropped the tagline for new ones.
With the arrival of Phorniri Manoharn as the new TAT Governor, the slogan is back with an updated up layout. Other countries have also been successful in marketing themselves. “Malaysia, Truly Asia” is a popular tagline worldwide.
“Uniquely Singapore” captures the uniqueness of the city state by redefining its urban assets. And the catchy “WOW! Philippines” lent renewed dynamism to the archipelago, helping tourism to get out of the doldrums. Slogans can in fact help to “brand” a country.
“Our tagline “Malaysia Truly Asia” has a tremendous impact on customers.
When I go abroad and mention I come from Malaysia, I always hear around me “oh yes … truly Asia”- some people will even sing it even sing it for me,” said Ng Chiew Ping, COO, TBWA-ISC Malaysia, who helped to create Malaysia’s new slogan.
“Malaysia Truly Asia” is arguably ASEAN’s most successful tagline over the last five years. “I am rather surprised to hear now an increasing number of customers requesting a package to Malaysia rather than Indonesia, my traditional destination. Even if –to my opinion- Indonesia has more to offer in terms of ‘truly Asian experience’ than Malaysia,” said Ni Luh Rick Vogler of Asian Way, a Dutch tour operator.
Malaysia perfectly understood some of the marketing basics: creating a strong image, which the country rather lacked before, to generate demand from visitors; having a general tagline which can be spun into thematic activities.
The latest Malaysian campaigns are more oriented into ecotourism, spa and well-being activities or seaside tourism. And last but not least, the strong commitment of the government behind the Malaysian Tourism and Promotion Board.
Over the years, the government’s budget for tourism never went below the US$40-million mark per year. For the “Visit Year Malaysia 2007” – which also includes commemorative events for the country’s 50th independence birthday - the total budget is close to US$60 million. Thailand was the first country in the ASEAN to use a strong tagline and build up its tourism communication around it.
Launched in 1997 – in the aftermath of the economic crisisthe smiling stylised Buddha became an icon for the entire Kingdom. The “Amazing Thailand” campaign lasted for almost a decade. New campaigns have, however, been less catchy:
“Happiness on Earth” in 2004 and “Thailand Unforgettable” in late 2006 were short-lived. “Happiness on Earth” became quickly obsolete following the tsunami catastrophe; “Thailand Unforgettable” did not find echoes within the trade and by the new Minister of tourism.
“I do not think that “Thailand Unforgettable” is bad as it helps to provide a general image of the country which would suit any type of tourist. However, it is difficult to remember and we never heard of it in Europe. Except for Malaysia, I feel that many of Asia’s NTOs today neglect Europe in favour of regional Thailand was the first country in the ASEAN to use a strong tagline and build up its tourism communication around it. markets,” said Jean Paul Chantraine, CEO of ASIA, a French tour operator.
During the last few years, Thailand’s budget for tourism has been constantly strong, culminating to over US$ 40 million for the post tsunami recovery in 2005. In 2007 however, its budget is slightly down (approximately US$ 20 million) but the country benefits from its strong image abroad.
The mix of seaside tourism, the golden spires of its temples, leisure tourism and the excellence in services continues to be the Kingdom’s best ambassadors for tourists. “We generate strong images in people’s minds, which in return help us to limit the influence of external factors.
The military coup in September has indeed a very limited impact on our tourism evolution,” said Juthaporn Rerngronasa, TAT Deputy Governor for International Marketing , last year.
“The recent small bombs in Thailand – if not repeatedare unlikely to upset the Kingdom’s medium-term tourism perspectives,” Suvit Yodmani, Thailand Minister of Tourism, said in January.
If money definitely helps to create awareness for a destination, a strong image has also a similar impact. Cambodia, for example, has a very successful tourism development as it capitalises almost exclusively on its core asset, this being the iconic Angkor Wat temples.
Between 2004 and 2006, Cambodia succeeded to boost the number of its international visitors by almost 50 percent from 1.04 to 1.5 million, despite a budget which does not exceed US$2 million per year and a very low-key tagline “Kingdom of Hidden Treasures”.
Tourist figures improved as Cambodia resolutely helped to facilitate the development of infrastructure in Siem Reap, the city near Angkor. International five- and four-star hotels opened massively and airlines easily get traffic rights, thanks to an open-sky policy.
By contrast, a lack of commitment from a government can seriously impact a destination. Indonesia shows unfortunately that the absence of political willingness coupled with a lack of financial resources left its tourism industry stagnant for over a decade.
Of course, the country suffered in recent times of natural catastrophes, terrorist acts and the economic crisis. But limited funds for promotion (US$10 million to 11 million per year), a complicated slogan (“Indonesia-Ultimate in diversity”) and a communication strategy activated only in times of crisis probably cost Indonesia some two million additional international visitors per year.
“It is sad that Indonesia does not attract more tourists as it is one of the finest destinations in the region,” cited Chanteraine. “We are conscious that we must change our slogan and promote a new image of the country,” said Thamrin Bachri, deputy minister for tourism in charge of the marketing. Indonesia’s Ministry of Tourism is now committed to seriously work out new strategies in 2007, especially by targeting six million visitors by year-end.
What might give some hope to Indonesia is the comment of Luzi Matzig, CEO of Asian Trails. For him, marketing strategies from NTOs are less relevant than a good tourism product. Stunning landscapes or sites, good infrastructures and services will make the difference.
