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As a result of the rapid growth of high competition,
the tourism industry has become and acted as a key
economic driving force for manycountries around the
world. Consequently, with the fast expansion of global
tourism, there has been a greater influx in tourist
flows. This has also seen a growing trend of touristes
who are interested in learning and experiencing a
diversity of lifestyles, cultures, and traditions
that are dynamically unique and provide rich fulfilling
lifetime experiences.
ASEAN, as a powerful grouping of 10 of the most distinetive
travel and tourism destinations in the world, stands
head and shoulders above other geographic locations
in terms of natural, cultural and heritage diversity.
The member countries of ASEAN have realized the vast
wealth that this grouping of nations has to offer
touristically as well as the long-term benefits that
is industry is able to generate socially and economically.
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 Therefore,
in order to capitalize on ASEAN's potential, it is necessary
to coordinate together and create a dynamic synergy that
will provide tourist products and services that that are
of the international standard and have the potential to
encourage people to the region. All of what ASEAN has comes
in response to shifting travel trends; hence, in preparing
for the future enhancement of the region's tourism, we need
to forge ahead with a spirit of dynamic unity. Thiswill
also be seen as a reflection of the determination and dedication
of the ASEAN member nations of improving the region's interests
through the application of tourism as a mechanism for socio-economic
development. This will be archieved through new initiatives
that boost the ASEAN brand image in this era of global competition.
Thus, the theme for the ATF 2008, "Synergy
of ASEAN towards Dynamic Unity in Diversity"
is a very appropriate and timely one, and will prove to
be one of significance. Southeast Asians, although with
separate distinctive cultures, are closely linked together
and stand on common ground and goals on paving the progressive
roads for future prosperity.
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