With travel coming back with a vengeance, buyers at the ASEAN Tourism Forum 2024 are keen to stray from the well-trodden path and explore hidden alternative experiences for their customers.
“In Laos, people are looking for remote places, authentic experiences with the people of the land,” said Pierre Couture, president and product director of Canada’s Les Sentiers du Monde, echoing the sentiments of many buyers at the ASEAN Tourism Forum.
Christian Knoll, product management specialist for the Asia Special Group at Germany-based Gebeka, is keen to find travel products with a focus on sustainability. “Having already visited Vietnam and Thailand, ATF is a good opportunity to see more of Laos and Cambodia,” says Knoll, who is visiting ATF for the first time.
Maria Margarita Nograles, chief operating officer of the Philippine Tourism Promotion Authority, likes to use the term “hidden gems” when talking about the country’s lesser-known destinations.
“We visit indigenous communities and do workshops with them,” she says of TPB’s community tourism programs. In the Cordillera region, activities include wearing local costumes and dancing in front of beautiful rice terraces. In Samar, southern Philippines, new MICE facilities and food-based CBT are attractions across Mindanao.
Maria Margarita Nograles, COO, Philippine Tourism Promotion Authority: “Our direction is to showcase the hidden gems. With over 7,461 islands in the Philippines, there is a lot to discover. We are working double down to create immersive experiences in lesser known destinations.” Photo by Travel Weekly Asia/Chakrawooth Kaewjunthong
Every year, the Vietnam National Administration of Tourism (VNAT) highlights one province in its Visit Vietnam campaign, organising events in the region and across the country. This year, Visit Vietnam 2024 festivities kick off in Dien Bien province with the annual Bang Flower Festival. Historically, the province is famous as the site of Vietnam’s victory over French colonial rule in 1954, marking exactly 70 years this year. This May, monuments, historical sites and museums will be at the heart of the commemorative festivities.
Nguyen Thi Mai Hua, Director of Tourism Promotion Department at Dien Bien Tourism Promotion and Information Centre, said the province is home to 19 different ethnic groups, each with their own rich culture. In addition to its unique mountain produce and cuisine, Coan La Xang’s location on the triple border between Vietnam, Laos and China, and the natural beauty of this corner of northwest Vietnam, there are plenty of reasons to travel here.
Dien Bien airport is due to be upgraded in 2023 to accommodate A320 aircraft, facilitating domestic connections, and also aims to attract international airlines and charter flights.
The Malaysian state of Perak is strategically located between the popular tourist destinations of Kuala Lumpur and Penang, and also has direct flights from Singapore to the capital, Ipoh. Perak Tourism Board chief operating officer Zuraidah binti Moh Taib has expressed keen interest in the destination. “We have a rail tour package that covers 19 districts,” she said. “The Perak mosque tour is popular with European tourists.” She pointed out that Perak’s theme parks, hot springs, historic towns such as Taiping and Ipoh, and diverse local cuisine are major draws.
Nithi Sripra, vice president of marketing and communications at the Tourism Authority of Thailand, also acknowledged TAT’s efforts in this area. “Udon Thani is the perfect destination for a gastronomic adventure, with several restaurants highly rated in the Michelin Guide Thailand 2023,” she said. “Chiang Rai is an attractive emerging destination where nature, community and the arts excel.”
