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Ten Southeast Asian countries Launch New Tourism Campaign

‘Southeast Asia: feel the warmth’ will emphasize the welcoming nature of the region’s hospitality and climate



Ten Southeast Asian countries today (January 25) launched a new tourism campaign, “Southeast Asia: feel the warmth” , which features a dynamic new interactive website at Tourists in markets such as the UK, Australia, North America, India and Hong Kong are the primary targets for campaign.

‘Southeast Asia: feel the warmth’ will emphasize the welcoming nature of the region’s hospitality and climate

Southeast Asia: feel the warmth , officially unveiled and supported by government ministers from the Association of Southeast Asian Nations (ASEAN) in Brunei today, will emphasize the warmth of Southeast Asia’s hospitality and climate and the diversity of the region’s cultural attractions and tourism activities. The ten participating countries are Brunei, Cambodia, Indonesia, Laos, Malaysia, Myanmar, Philippines, Singapore, Thailand, and Vietnam. has been created as the main platform for travelers to research, plan, book and comment upon their holidays in Southeast Asia. The initial focus of the Southeast Asia: feel the warmth campaign is to encourage travelers to submit their own text, videos, comments and reviews to the site. This user-generated content will supplement professionally-sourced content from Lonely Planet, ASEAN’s national tourism organizations, professional travel writers and other contributors. Contestants submitting content can win prizes. is already a rich resource for Southeast Asian travel. Lonely Planet has supplied insights and practical information on more than 8,000 travel attractions and things to do in Southeast Asia. Singapore-based travel search engine, Wego, created the integrated map, trip planner, and meta-search engine. Another Singapore firm, Qais, developed the site and will build traveler awareness of through a sustained e-marketing campaign, which also starts with today’s launch.

'Southeast Asia: feel the warmth' will emphasize the welcoming nature of the region's hospitality and climate

Announcing the campaign today, His Excellency Pehin Dato Yahya, Brunei’s Minister of Industry and Primary Resources, told ASEAN Tourism Forum delegates and media that the new campaign had been built on four principles: “First, the fact that ‘Southeast Asia’ has greater recognition in international source markets than ‘ASEAN’. Second, the trust that online consumers now put in meta-search tools and user-generated content. Third, the importance of authenticity and ‘warmth’ in travelers’ decision making processes. And fourth, the tremendous opportunities that Southeast Asia offers to visitors who are interested in exploring niche themes such as culture, adventure, shopping, ecotourism, island holidays, train travel, spa, culinary experiences, river and sea cruises, and much more.”’s key sell point is its ability to allow travelers to compare itineraries and prices from multiple airlines, hotels and tour operators. When the online visitor finds the deal they like most, a simple click transfers them to the travel supplier’s own website for booking.

Mr Felix Cruz, Chairman of the ASEAN Tourism Association (ASEANTA), and Vice President of Marketing for Philippine Airlines, said that the campaign had the supporting objectives of promoting multi-destination travel within Southeast Asia, boosting tourism as a tool to fight poverty in the poorer areas of the region, and helping small and medium-sized tourism enterprises showcase their tourism services to a wider audience.

ACE Project Director, Mr R. J. Gurley, said “We are particularly excited about the boost in demand our theme-based approach to content will bring to niche-focused small and medium sized tourism enterprises throughout Southeast Asia.”

Southeast Asia: feel the warmth was created by the ASEAN Competitiveness Enhancement (ACE) office in collaboration with ASEANTA. ASEAN tourism ministries support the campaign. The region’s national tourism organizations played a key role at each stage of the brand and campaign development. The ACE Project is designed and funded by the United States Agency for International Development.

In January 2009, ACE and ASEANTA signed an agreement to work together on a new branding and marketing campaign that would encourage travelers to visit multiple Southeast Asian destinations, stay longer, and spend more money in the region.

The ASEAN Tourism Association, with support from ASEAN national tourism offices, has since agreed to establish an ASEAN Tourism Marketing Center (ATMC), initially within the ACE Project in Bangkok, to implement Southeast Asia: feel the warmth. The ATMC’s ACE-funded staff will coordinate with Wego and Qais to build awareness of and handle consumer queries.

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Can border reopening revive tourism in South-East Asia?

In Thailand, where pre-pandemic tourism accounted for 11-12% of GDP, the country lost an estimated $50bn last year as Covid-19 restrictions led to an 82% fall in arrival numbers.



Ko Samed deserted pier

After 18 months of travel restrictions, a number of countries in South-east Asia have begun opening their borders to foreign visitors to stoke recovery in their respective tourism industries.

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Thailand to lift quarantine for vaccinated visitors from low-risk countries from November



Thailand to lift quarantine for vaccinated visitors from low-risk countries from November

Bangkok, 12 October, 2021

Thai Prime Minister General Prayut Chan-o-cha in a nationally televised broadcast last night announced that Thailand planned to allow fully vaccinated foreign visitors to enter Thailand by air with no quarantine requirements from 1 November.

In the initial phase, Thailand will allow fully vaccinated travellers from at least 10 low-risk countries, including China, Germany, Singapore, the UK and USA. The list will be expanded from 1 December, and further enhanced to a very extensive list from 1 January.

Under the plan, fully vaccinated foreign visitors from the approved countries will need to show that they are COVID-free at their time of travel with an RT-PCR test undertaken before they leave their home country, and do a test in Thailand, after which they will be free to move around Thailand in the same way that any Thai citizen can do, the Prime Minister said.

Visitors from countries not on the list, will, of course, still be much welcomed, but with quarantine and other requirements.

In addition, the Prime Minister said consumption of alcoholic beverages in restaurants as well as the operation of entertainment venues under appropriate health precautions would be allowed from 1 December.

Below is the full speech by the Prime Minister.

National Address of the Prime Minister of Thailand


Monday 11 October, 2021

My fellow citizens, brothers and sisters:

In the last one-and-half years, we have lived with some of the greatest peacetime challenges our country has ever faced in its history, brought about by the COVID-19 pandemic, and one that has left nobody untouched and no country in the world undamaged.

It has been one of the most painful experiences in my life, too: to make decisions that balance the saving of lives with the saving of livelihoods – a choice that is not always clearly separate, and where we may save lives, but commit those lives to the unbearable pain of trying to survive with little or no income; or where we may save livelihoods but commit one’s family, friends and neighbours to loss of life and the loss of their breadwinner.

In facing this terrible choice, it was my decision that we could not allow a slow, wait-and-see approach to confronting the pandemic and let it claim the lives of so many of our countrymen and women, as we, ultimately, saw happen in so many other countries.

As a result, I acted decisively on the advice of many of our outstanding public health experts to make our country one of the first in the world to move quickly with lockdowns and tight regulations.

With the collaboration of all sectors of society, and with everyone joining hands to face this crisis together, we have been among the most successful countries in the world in saving lives. 

But it has come at very great sacrifices of lost livelihoods, lost savings, and destroyed businesses – what we have all given up so that our mothers, fathers, sisters, brothers, children, friends and neighbours may live for today.

The threat of a large scale, lethal spread of the virus in Thailand is now diminishing, even though the risk of resurgence is always there, and even though there are still serious constraints on our hospital and medical staff capacities. 

The time has come for us to ready ourselves to face the coronavirus and live with it as with other endemic infections and diseases, much as we have learnt to live with other diseases with treatments and vaccinations.

Today, I would like to announce the first small but important step in decisively beginning the process of trying to restore our livelihoods.

During the last weeks some of Thailand’s most important tourist source countries have begun to ease their travel restrictions on their citizens – countries like the UK, that now allow convenient travel to our country, as well as countries like Singapore and Australia that have started to ease travel restrictions on their citizens visiting other countries.

With these developments, we must act quickly but still cautiously, and not miss the opportunity to entice some of the year-end and New Year holiday season travellers during the next few months to support the many millions of people who earn a living from our tourism, travel and entertainment sectors as well as the many other related sectors.

I have, therefore, instructed the CCSA and the Ministry of Public Health to urgently consider within this week to allow, as of 1 November, international visitors to enter Thailand without any requirement for quarantine if they are fully vaccinated and arrive by air from low-risk countries.

All that visitors will need do is to show that they are COVID-free at their time of travel with an RT-PCR test undertaken before they leave their home country, and do a test in Thailand, after which they will be free to move around Thailand in the same way that any Thai citizen can do.

Initially, we will begin with at least 10 countries on our low-risk, no-quarantine list, including the United Kingdom, Singapore, Germany, China, and the United States of America, and enlarge that list by 1 December, and, by 1 January move to a very extensive list.

Visitors from countries not on the list, will, of course, still be much welcomed, but with quarantine and other requirements.

By 1 December, we will also consider allowing the consumption of alcoholic beverages in restaurants as well as the operation of entertainment venues under appropriate health precautions to support the revitalisation of the tourism and leisure sectors, especially as we approach the New Year period.

I know this decision comes with some risk.  It is almost certain that we will see a temporary rise in serious cases as we relax these restrictions.  We will have to track the situation very carefully, and see how to contain and live with that situation because I do not think that the many millions who depend on the income generated by the travel, leisure, and entertainment sector can possibly afford the devastating blow of a second lost new year holiday period. 

But if, in the months ahead, we see an unexpected emergence of a highly dangerous new variant of the virus, then, of course, we must also act accordingly and proportionately when we see the threat.  We know that this virus has surprised the world several times, and we must be ready for it to do so again. 

In mid-June of this year, I had set a 120-day goal for quarantine-free entry into Thailand and to accelerate our vaccinations.

I would like to take this opportunity to recognise the extraordinary achievements of our public health workers, other officials and all citizens for their response to my appeal in June.

After we adopted the 120-day goal, extraordinary efforts were made to increase our supply of vaccines and compete with many other countries to get deliveries.  And they were very successful.  Our vaccine deliveries jumped threefold, from around 4 million doses in May to almost 12 million in July… then to almost 14 million in August, and will now run at over 20 million a month until the end of the year, totalling over 170 million doses, far ahead of the goals I had set.

Similarly, our public health staff worked tirelessly to accelerate vaccinations to support our 120-day goal, and the public gave great cooperation to register for vaccinations despite the inconveniences that may have been caused in scheduling.  As a result, our daily vaccinations, which were running at around 80,000 doses a day in May, shot up immediately.  One month after our goal-setting, our public health team tripled the number of shots being administering a day, and they kept increasing that number until Thailand rose to be among the fastest ten countries in the world for administering shots!  Currently, they have frequently been administering more than 700,000 shots a day, and sometimes even exceeding one million shots a day.

Shortly after my address to the nation in mid-June setting our goal for quarantine-free entry into Thailand in 120 days, the world was struck by the highly infectious Delta variant.  Worldwide cases spiked up and peaked in August, just as they did in Thailand, and few thought that it would be possible to achieve any quarantine-free entry into Thailand this year.

The fact that we can begin quarantine-free entry in November, and despite many countries still trying to contain Delta variant infections with restrictions on the travel of their citizens is a great tribute to the unity of purpose and determined response to my appeal by the public health services, by many other government departments, by the private sector, and by the cooperation given by citizens in all matters.

Our nation has performed an extraordinary feat in the last months that we can all be very proud about everyone’s enormous contributions to those achievements.  These achievements, coupled with the gradual relaxation of other countries’ travel restrictions, now enables us to begin the process of quarantine-free entry into Thailand.

Thank you.

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