Ministry of Primary Resources and Tourism
DATO SERI SETIA AWANG HAJI ALI BIN APONG
Primary Resources and Tourism Brunei Darussalam
Excellencies, Heads of Delegation,
High Commissioners and Ambassadors,
Distinguished Heads of NTOs,
Very Good Evening,
First and Foremost, on behalf of
the Organising Committee of ASEAN
Tourism Forum (ATF)
2020 and the Ministry of Primary Resources and Tourism, Brunei Darussalam, it is my great
honour to welcome, His Royal Highness the Crown Prince,
Duli Yang Teramat Mulia Paduka Seri Pengiran Muda Mahkota Pengiran Muda Haji
Al-Muhtadee Billah lbni Kebawah Duli Yang Maha Mulia Paduka Seri Baginda Sultan
Haji Hassanal Bolkiah Mu'izzaddin Waddaulah, Senior Minister at The Prime
Minister’s Office to grace and officiate the Opening Ceremony of the ASEAN
Tourism Forum 2020 this evening.
I would also like to warmly welcome
Your Excellency Tourism Ministers; Deputy-Secretary General of ASEAN; High
Commissioners and Ambassadors; Distinguished Heads of National Tourism
Organisations (NTOs); Delegates; friends from the
media; Ladies and Gentlemen; to Brunei Darussalam for the ASEAN
Tourism Forum 2020.
His Royal Highness,
Increased growth in tourist arrivals to ASEAN
ASEAN Tourism industry has seen significant growth in the last decade and
continues to be an important contributor to
socio- economic development in ASEAN. ASEAN welcomed over 133 Million
international arrivals in 2019, an increase by 7 percent
from 2018, with intra-ASEAN travel comprising 36.7
percent of international arrivals in 2018.
Sustainable Tourism Development
The increased number of visitor arrivals into ASEAN
present itself with opportunities, in terms
of generating economic activities, investment and employment. While the tourism
industry has shown significant growth in the number of tourist arrivals, it also faces
challenges including, among others, in terms of the carrying
capacity of tourist sites, as well as in providing tourism facilities and services expected by different sets
of visitor groups in each of the ASEAN Member
ASEAN - Towards a Next Generation of Travel
This year’s theme “ASEAN – Together Towards a Next Generation of Travel”, reflects
the way in which the tourism industry is rapidly progressing. ASEAN Tourism
greatly recognizes that innovation and technology brings benefits to the tourism
industry, and shapes
the way in which
governments, key stakeholders and communities
embrace the current trend of digital transformation.
Industry partners are quickly
adapting to the trends of changing travel patterns and tourist behaviours
because of technological advancements. These advancements have provided endless
possibilities for businesses to grow into new areas, such as offering
augmented and virtual reality experiences, mobile applications that can
customize to tourists’ personal preferences, and providing smart, as well as
easy access in making online reservation and purchases at tourist destinations.
Digitalization will continue to
evolve in a collaborative ecosystem to add value for a more meaningful tourism
experience towards the next generation of travelers.
In this regard, ASEAN Tourism has
also revamped the ASEAN Tourism website to be more user friendly, incorporating
the modern needs of rising demand for digital tourism experiences and
availability of information whilst reflecting
the current trends
of today’s generation.
Now that more people are going
online and relying on digitalization, the new website also aims to be a
credible online source to drive and attract more interest to the Southeast
Asian region as a preferred destination to experience the culture and authentic
way of life in the people of ASEAN.
His Royal Highness,
evening, we are indeed greatly privileged to have His Royal Highness the Crown
Prince, Duli Yang Teramat Mulia Paduka Seri Pengiran Muda Mahkota Pengiran Muda Haji Al-Muhtadee Billah lbni Kebawah
Duli Yang Maha Mulia Paduka
Seri Baginda Sultan Haji Hassanal Bolkiah Mu'izzaddin Waddaulah, Senior Minister at The Prime Minister’s Office to launch
the new ASEAN Tourism Website in conjunction with the ASEAN Tourism
ASEAN Tourism Forum is a platform for the region’s Tourism Ministers, Government
Officials and travel industry players to come together and discuss ways to grow and enhance
We look forward to an active and productive engagement over the next few days.
please allow me again on behalf of the Organising Committee to thank His Royal
Highness, The Crown Prince, Duli Yang Teramat
Mulia Paduka Seri Pengiran Muda Mahkota Pengiran Muda Haji Al-Muhtadee Billah
lbni Kebawah Duli Yang Maha Mulia Paduka Seri Baginda Sultan Haji Hassanal
Bolkiah Mu'izzaddin Waddaulah, Senior
Minister at The Prime Minister’s Office for gracing this event.
but not least, we wish Tourism Ministers, Heads of NTOs and all Delegates a pleasant stay in Brunei Darussalam and a successful
ASEAN Tourism Forum.