The ASEAN Travel & Tourism Competitiveness Report 2012
Travel and tourism (T&T) is an increasingly important driver of economic prosperity and social progress. It is estimated that the T&T sector accounts for about 9 percent of GDP and employment worldwide. For ASEAN, the sector has long been considered as critical for the creation of the ASEAN Economic Community. The potential of T&T in the region is indeed enormous. The region is blessed with a wealth of natural and cultural heritage. It possesses a long tradition of tourism, and is strategically located at the heart of Asia. The extraordinary diversity of ASEAN countries further enhances their attractiveness. Yet, despite the many benefits of T&T, numerous obstacles continue to hinder its development. Using a unique methodological framework, The ASEAN Travel & Tourism Competitiveness Report 2012 identifies the obstacles to address and the strengths to leverage for ASEAN to unleash the potential of T&T.