Korea, ASEAN join hands to boost sustainable tourism

ASEAN-Korea Centre Secretary General Kim Hae-yong delivers a speech during the "Seminar on ASEAN-Korea Tourism 2023" at the Westin Josun Seoul, Aug. 23. Courtesy of AKC

By Kwon Mee-yoo

Tourism policy makers and industry experts from the 10 ASEAN member states and Korea gathered in Seoul on Aug. 23 to discuss and explore innovative approaches to sustainable local tourism development at the "Seminar on ASEAN-Korea Tourism 2023" at the Westin Josun Seoul.

Hosted by the ASEAN-Korea Centre (AKC), the seminar shed light on both public and private sector involvement in the local tourism landscape.

AKC Secretary General Kim Hae-yong emphasized the importance of the tourism sector in the ASEAN region and its growing appeal for travelers from Korea.

"In ASEAN, the tourism sector contributed to over 14 percent of regional GDP, providing 13 percent of employment in the region before the pandemic. Especially, Korean tourists visiting ASEAN countries have brought back the rich culture of ASEAN to Korea, from best-known cuisine to traditional artifacts," he said during opening remarks.

"As Korean culture continues to gain popularity in ASEAN, ASEAN is also getting closer to Korea. This phenomenon represents a harmonious fusion of flavors, seamlessly blending the essence of ASEAN and Korea."

Songkane Luangmuninthone, ambassador of Lao PDR and chair of the ASEAN Committee in Seoul, acknowledged the toll COVID-19 has taken on tourism in both ASEAN and Korea and highlighted the role of digital transitions in changing travel behavior.

"The rapid digital transition has also altered regional and global travel behaviors to rejuvenate global travel. To adapt to the shifting global tourism, it is necessary for member countries and other partners to involve the community in order to enhance local tourism," the ambassador said.

"Community-based tourists will not only increase local income, but also provide travelers with hands-on experiences with another culture, a greater connection with people and place as well as an awareness of other cultures."

Key participants to the "Seminar on ASEAN-Korea Tourism 2023," hosted by the ASEAN-Korea Centre, pose at the Westin Josun Seoul, Aug. 23. Courtesy of AKC

In line with global trends, tourists visiting both ASEAN and Korea are increasingly seeking unique, authentic and eco-friendly experiences and the seminar served as a platform to discuss the best practices in local tourism and ways to strengthen ASEAN-Korea collaboration for sustainable development in the sector.

The seminar began with a presentation by Jeong Seon-hee, executive director of the Digital Transformation Department at the Korea Tourism Organization (KTO) on the evolving landscape of the tourism sector, particularly emphasizing the importance of data-driven strategies.

"It is high time that experts in the tourism sector need to exactly and accurately identify what is going on in the tourism sector," she said, introducing the KTO's Data Lab as an essential resource for understanding real-time tourism trends.

She also noted how data can aid in addressing the challenges of depopulated areas and create more targeted and sustainable policies.

"We also work with academia when we develop an algorithm on how to facilitate tourism in an area. The factors include age, gender and income levels. These parameters are put into the algorithm to make a prediction on which month would be the high season and which months would be the low season," Jeong explained.

"Algorithms can be developed for this and we work with academia and provide information for policy making."

Park Jun-kyu, CEO of Surfyy Beach in Yangyang, Gangwon Province, and Lee Jeong-mi, COO of Haenyeo's Kitchen on Jeju Island, shared their approaches to bring innovation in addressing the challenges and opportunities of local tourism within their respective regions, while also focusing on community engagement.

Surfyy Beach has been working to make Yangyang appealing to novice surfers and expanding into diverse leisure activities, while Haenyeo's Kitchen transformed traditional Haenyeo diving practices into an educational experience.

Participants from Brunei Darussalam, Cambodia, Indonesia and Lao PDR speak during a panel discussion on sustainable tourism strategies in their respective countries during the "Seminar on ASEAN-Korea Tourism 2023" at the Westin Josun Seoul, Aug. 23. Courtesy of AKC

In the following sessions, representatives from the ASEAN member states presented their sustainable local tourism strategies along with best practices and emerging destinations.

Brunei Darussalam noted how the country is prioritizing eco-friendly accommodations, utilizing natural resources, supporting local businesses and promoting local cultures to minimize the environmental impact.

Cambodia shared how it implemented community-based tourism and eco-tourism standards despite challenges, such as securing adequate funding and enhancing service quality, to attract more tourists.

Indonesia included sustainable tourism policies in a five-year national development plan to support, not only popular destinations like Bali, but also on lesser-known areas offering natural, cultural and wellness-based tourism.

Lao PDR has an extensive tourism development plan which primarily focuses on ecotourism as a sustainable approach. Central to its strategy is a framework that combines natural beauty, cultural heritage and local community engagement.

Malaysia's ecotourism sector reflects a commitment to sustainability as evidenced by policies such as the National Ecotourism Plan 2.0 and National Tourism Policy 2020-2030 to balance the economic benefits of tourism with the need for environmental preservation.

Myanmar introduced the country's post-pandemic tourism policies aimed at stimulating micro, small and medium-sized enterprises by providing a strategic recovery roadmap, tourism relief plans and funding initiatives.

Cebu in the Philippines showcased how it is reviving its tourism sector in the wake of the pandemic, focusing on sustainable tourism and overcoming challenges such as seasonal dependence.

Singapore's strategy for sustainable tourism aligns with the national Singapore Green Plan 2030, since tourism is a significant economic sector, serving as the economic pillar of the Green Plan. The country also emphasizes a multi-stakeholder approach, combining governmental efforts with community initiatives for sustainable tourism development.

Thailand implemented comprehensive policies and frameworks for sustainable practices, encompassing everything from community-based tourism initiatives to low-carbon travel options.

Vietnam introduced sustainable tourism practices focused on community engagement, particularly among its ethnic minorities in mountainous areas amid digital transformation.