The ASEAN member states with the most and least amount of tourist arrivals in 2019

JAYAG, DIANE

H134TTM

Lyceum of the Philippine University

The ASEAN member states with the most and least amount of tourist arrivals in 2019

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I. Introduction

The cornerstone of ASEAN, as well as one of its purposes, has always been envisioned to
be the formation of a region that is more highly competitive with a strong sense in marketing,
and an equal community in terms of economic development that can be integrated further into
the global community. One of the multiple potential contributors to the growth of the economy in
a particular nation is the sector of the economy that deals with tourism; nevertheless, this is only
one of many such potential contributors. In this analysis, how a nation goes about promoting
itself, as well as the aspects that are most likely to affect and weigh down the strategy that draws
a tourist to visit a country, and how the nation chooses to cope with those factors, are all
important considerations.

According to the information that has been gathered, Thailand held the top spot in terms of the
number of tourists that visited the country prior to the epidemic. With Bangkok as its capital, the
region is renowned as the "land of smiles" because its inhabitants are said to always have a smile
on their face and are considered to be kind and hospitable. People come there because of the
country's natural and cultural beauty, as well as its well-developed tourist infrastructure and the
ease of communication and access with which they can get throughout the country. In addition to
that, the cost of travel inside this nation is relatively reasonable, which contributed to Thailand
setting a new record of a total of 40 million visitors in 2019. In comparison to the small country
of Brunei or also known as the land of unexpected treasures, which came in last place with only
an estimated 333,000 tourists despite being ranked as the second wealthiest country in the region
based on its reserves of crude oil and natural gas. The government of this nation is a Malay
Islamic Monarchy, and the Sultan serves as the head of state. Bandar Seri Begawan, the nation's
capital, is home to over half of the total population of the country and one of the four countries
with Malay as its national language. Regardless of the fact that Brunei is more recognized as an
oil-rich country than as a tourist destination with a pricier cost of expenses, both nations
nonetheless have a number of tourist attractions that they can brag about.

II. Tourism Marketing Strategies

This analysis is carried out in light of how it differs and what is to come in the travel
industries of Thailand and Brunei, both of which desire a successful touristic development
perspective that adds up to economic profit and enhances the two nations. Specifically, these
sectors are interested in the following: The travel industry should also cater to the needs and
preferences of passengers without having a detrimental effect on either society or the
environment.
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Initially, Thailand engages in a great number of endeavors, all of which contribute to the general
improvement of the economy of the country. They made significant investments in the
improvement of its infrastructures and transportation systems to make it more available for the
tourists. In addition, the government is improving its "knowledge and abilities better" tourism
industry strategy in order to attract high-quality visitors who are looking for more enriching
experiences. In the process, it's helped to turn Thailand into a world-class destination, complete
with picture-perfect lakes, stunning architecture, and breathtaking scenery. During this time,
Brunei, despite the fact that it is still battling to shape a creative work in spite of the environment
of decreasing area redevelopment and traveler statistics, is making progress. The list of
development complaints is significant for the emergence of specialty businesses such as eco-
tourism and agritourism, as well as short-term stays. Furthermore, when properly developed,
Brunei may have a lot to offer for nature enthusiasts. Some people in the tourism business
consider Brunei to be little more than an additional location on their list of possible vacation
spots since one of its primary purposes has always been to develop business and advance
privately manufactured items. In addition, it makes an effort to categorize travel industry
amenities so that it can cater to the requirements of a variety of travel industry markets. But, just
like any other nation, both countries have their own strong points and their less desirable aspects.

The fact that Thailand is a popular destination for tourists is undoubtedly one of its most
significant advantages. Thailand's tourism business is one of the most developed in Asia so It’s
no brainer it became the top ranking in terms of tourist arrivals. Tourists flock to the 'Place of
Smiles' for its friendly people, beautiful beaches, and a wide range of authentic sites, as well as
for its good cuisine, active foundation and low-cost lodging. Due to rising competition from
neighboring nations like Vietnam and Myanmar, Thailand's visa regulations have been changed
to enhance the country’s potential to meet the rising number of guests and understand Thailand's
maximum capacity. Thailand has as well become one of the most settled travel industry areas in
Asia, and the public authority is fostering its flight organization. They see framework as a basic
empowering influence. For 19 countries, Thailand has also lowered travel costs and visitors from
52 countries may stay in Thailand for up to 30 days if they arrive via global airport. There are
many tourists to Thailand that travel to the nation to swim, dive, and snorkel in order to get a
closer look at the country's marine life. But due to its inherent vulnerability, according to the
Bangkok Post (2015), the public authority and residents of Thailand should be prepared to
protect themselves, reduce risk, and effectively respond in an unexpected event. This is because
Thailand's innovation is ceaselessly advancing. In light of the increasing sophistication of online
threats, Thailand needs to be prepared to defend itself against the most recent malware and virus
attacks, given the rising complexity of digital dangers. Following that, there is a great deal of
pollution in some locations. A few portions of the region are still heavily contaminated, despite
the efforts that have been put into preserving the environment. Bangkok, in particular, is
shrouded in a thick fog that never seems to lift from the city. A cover to remove pollutants isn't
always an option since it's impracticable in certain instances. This might be quite difficult. While
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it's easy for locals to get used to, outsiders may be put off from coming because of its one
negative.

In order to assist Thai tourist organizations, according to the SCB Economic Intelligence Center
(2022), measures and proposals were provided that would enable businesses and professionals in
the travel sector to obtain an advantage in these times of rapid change in events. To advance,
particularly in industrialized nations with large populations that have been around for a long
time, such as the United States of America, Japan, etc. From that point on, focus should be on
developing extraordinary and unique experiences for company sectors that have a lower level of
competition. Increase the value of your business by forming strategic alliances with relevant
companies, in particular those operating in the travel sector catering to senior citizens on
vacation and retirees, and by making use of technological advances to reduce expenses and
broaden your customer base.

While for Brunei, even though its tourism industry is known for its many traditional and social
attractions, the country is still better known as an oil-rich country than as a tourist destination.
Tourism in this nation includes modern towns, wild, untamed life-filled wildernesses, design and
social heritage water towns, and some of the country’s most notable beaches. Its tourist assets are
categorized into four categories: environment, culture and way of life, tradition, and modern
Asia. Brunei is also a great place for families because it is small, calm, quiet, exciting, and easy
to get around. The greens of this country are also some of the best. Because of this, Brunei needs
a system that brings together traditional and modern travel. The Sultanate's Tourism
Development Department has been organizing familiarization excursions to bring in media
personnel from across the globe, television companies, travel writers, and travel firms in an
attempt to attract more visitors and expose the nation as a peaceful and wonderful destination.
Yet, travelers to this country are further hampered by the need for precise information. For
strategy and dynamic cycles in general, it is essential to measure quality at the highest level.
Even still, Brunei's Travel and Tourism exploration and information is severely lacking in both
quality and quantity. Because of this, public area exploration methodologies may overlook or
underestimate the role of industry, or focus on its more minor components. Aside from that, the
lack of Human Resources in Brunei is forcing a snag in the country's tourism economy. Because
of the rapid growth of the industry, the United States falls short of providing the quality of
service that tourists and neighbors alike anticipate. As a reaction to the World Travel and
Tourism Council's observations (WTTC, 2006). In Brunei's Human Resources department, it's
clear that the travel and tourism sector isn't widely advertised as a viable career option. If this is
to be implemented, it is suggested that the Brunei government join forces with business and
establish a dedicated office for the travel and tourism sector in order to boost worker skill levels,
increase population sizes, and improve how people see the country as a place to visit.

In spite of having per capita income among the highest in the world, the Brunei progress
program is hampered by a lack of resources and the fragility of the country's primary social and
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monetary institutions. Only one limited repeating asset can ensure the economy's prosperity. The
overall number of tourists visiting countries with a lower standard of living tends to be lower. In
comparison to Brunei's population, the number of visitors per person is tantalizing: 2.4. In
comparison to other nations, the absence of visitors is quite noticeable. Brunei is one of the least
visited. There aren't many individuals who have heard of the Sultanate, much less been there.
Those who have been to Thailand or Vietnam may appreciate how peaceful Brunei is.

This may indicate that Brunei's continuing professional and specialized training lays minimal
focus on the development of skills and the supply of public workforce. Accordingly, it is
essential that corporate goals be taken into consideration while preparing a workforce for the
hotel and tourist industry. Educators and the travel business must work together closely to
integrate training and preparation with new travel sector products and innovations. The Brunei
Tourism Board has been attending more exchange exhibitions and roadshows outside the country
to grow Brunei, but this may eventually limit interest in unknown career opportunities. In
addition, there was a "Visit Brunei Year" that aimed to promote the country as a tourist
destination both domestically and globally.

III. Impacts of the Pandemic

The pandemic all over the world overall negatively impacted both Brunei and Thailand.
And as the pandemic continues, people and tourists alike view efforts, implementation that are
necessary for a secure travel and are essential for the citizens of its country and tourists visiting
them. In this pandemic, the consumers and the suppliers are compromised. For example, the
consumers are forced to follow protocols and new implementations for tourism to flourish and be
safe, and so do the suppliers that are forced to deal and adapt, and reassess strategies to these
new environments that are important for these countries to consider. Brunei and Thailand differ
in responses regarding: mid-pandemic, and upward trends in tourism and economy.

Mid-pandemic may be one of the hardest but include the most important steps taken by a country
for a kind of pandemic to lessen and prevent more risks to happen to its citizens and its economy.
Brunei's tourism sector suffered economic losses as a result of the immediate restriction of
incoming and outgoing travel after the discovery of the first case of COVID-19 there on March
9, 2020. This move was made to prevent the virus from spreading further inside Brunei. In fact, a
study done by Noorashid and Lee Chin found that the number of incoming tourists plummeted
by more than 70% in 2020, and data shows that tourism-related job losses in 2020 are likely to
be four times bigger than those predicted in non-tourism businesses. According to the world
bank, Thailand kept the cases low as long as September 2020, as a result of an early lockdown
and effective contact tracing. But as variants flourished, it became uncontrollable and the
COVID-19 inevitably grew which also had a result in a hard hit on the Thai economy as it is
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reliant on international tourism. And for that reason, Thailand has put innovative measures in
place to help an important sector in its economy, the tourism sector. The Thai government not
only adjusted a pricing strategy to meet market needs and formed partnerships across a travel
system but also strengthened domestic travel, a $640 million budget to help boost domestic
tourism, encouraged their own people to enjoy its beauty and was an innovative move for the
tourism industry. Taking consideration of both the consumers, suppliers, and the big players of
tourism along with a concrete plan for Thailand is very promising and appears that recovery may
just only be on the horizon for Thailand.

Even before the epidemic, the Kingdom of Thailand had already built and established a number
of successful tactics that made it possible for them to be widely recognized for having quite a big
number of tourist arrivals. It's possible that their recovery will be much simpler, putting in place
new regulations that are in line with the emerging standard than Brunei's, which is still a long
way from being back to normal. The country Brunei is notorious for having the lowest rating of
visitor arrivals, and the country was already facing challenges prior to the epidemic. When the
pandemic struck, they had only begun to develop more efforts in marketing their tourist business
internationally, and the damage they suffered as a result of the crisis is rather significant. The
tourism industry, which is known for being one of the world's largest contributors to economic
development, generates a significant amount of income and employment opportunities for both
of these countries; however, the pandemic has halted the opportunities that these countries might
otherwise have had.

IV. Response to Rebuild Tourism

Significant changes have been brought about in the tourist sector as a direct result of
COVID-19. The abrupt decline in the number of tourists visiting several countries, which is a
key economic sector and source of foreign currency profits, has serious repercussions for the
economy and society in the tourism industry as well as other industries unrelated to tourism. A
country has very little time to formulate a response in order to halt the rapid slide in its status,
which is why it is imperative for the nation to always have a back-up plan, also known as a
contingency plan. The effectiveness of a nation's response to unforeseen events is a key factor in
determining that nation's level of prosperity.

As one of the highly-dependent tourism economies, Thailand stimulated efforts to promote

domestic travel helping the country to wade through the difficult period. Several programs are
introduced by the Thai government such as Rao Tiew Duay Gun, which translates to "We Travel
Together." Within this initiative, a budget of 640 million baht was allotted to assist in the
promotion of domestic tourism. Thailand has also launched a tourism sector marketing campaign
with the goal of establishing itself as a secure vacation destination, especially for tourists coming
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from other Asian countries. The "Phuket Sandbox" technique was also used in Thailand in July
2021. This method allows fully vaccinated passengers to avoid being placed in quarantine on the
condition that they stay in Phuket for a minimum of 14 days before going to other areas of
Thailand. Following the easing of movement restrictions and capitalizing on its relatively
successful efforts to mitigate the impact of the Covid disaster, Thailand is positioning itself to
become a tourist destination that travelers from all over the globe can rely on. Some of the plans
that preceded includes "Samui Plus" and "Andaman Sandbox." As a statement made by Tanes
Petsuwan (TAT), who works for Thailand's Tourism Authority, "We hope to refresh the nation's
image to a reliable site where travelers would find tranquility or suffer any issues when Covid
permits." In order to provide comfort to tourists, the government devised a system for granting
wellness certifications to hotels and restaurants.

In the meanwhile, Brunei is becoming more resilient as they started on gradually reestablishing
its tourist sector by implementing a variety of national and domestic-based strategies just like
what Thailand did one year after the pandemic started. The one and only difference, as far as I
can tell, is that Thailand has always been very reliant on the tourist industry, which has forced
the Thai government to act on and consider strategies that would immediately boost that
country's tourism industry. It is important to note that Brunei has begun to significantly increase
its community-based tourism, or CBT activities, as they like to refer to it. Tourism that involves
community people and their engagement, community control and sustainable activities,
restoration, and a positive impact on the well-being and development of communities are all
characteristics of community-based tourism (CBT).

A joint effort between the tourism cooperatives, major Brunei government agencies, and the
Brunei Tourism Board is also a part of the goal. Packages for domestic travel are also given by
12 tourist offices, 10 hotels, and 26 travel sector companies, according to the government.
Citizens are expected to spend their vacations with their families in attractive spots throughout
the nation because of the worldwide expansion of COVID-19. This initiative is aimed to improve
the country's monetary growth by empowering local individuals and populations to spend
locally. There are several reasons why locals are encouraged, but one of the most important is to
help the indigenous tourism sector expand. Initially, more than 40 travel and tourism firms,
including hotels, cafes, and visit administrators, were involved in the objective. Staycation
packages and vacations, special meals, and social and sports activities are all well-known
choices.
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V. Conclusion

In conclusion, there are truly a great deal of things to learn and adapt, both from the member
state with the highest rating in terms of tourist arrivals and from the state with the lowest
ranking. A nation that relies heavily on its tourist industry, such as Thailand, will constantly
develop new methods and tactics in order to ensure that its tourism sector continues to thrive.
The approaches and experiences that Thailand has had may serve as a model for other nations
that are now confronted with comparable challenges as they get ready for an increase in
international tourists. It is not yet too late for nations like Brunei to learn and to give priority to
sectors that have the potential to contribute more to the development of their economies. They
are already one of the wealthiest countries in the area due to the resources that they possess. The
only thing left to do at this point is figure out how to make the most of it and to understand how
to maintain the balance of these industries. However, the recovery of one's country's sector will
be dependent on an increase in the number of people traveling internationally which can only be
done if the strategies used are effective.

To entice tourists from other countries to visit Brunei, the government should do more than just
promote itself as a tranquil place to visit by extending invitations to members of the media to
observe and report on the country's tourism industry. In order to bring in a greater number of
tourists, it is necessary to take a great number of steps, including making investments in
infrastructure, preserving and renovating tourist attractions, offering discounts, and enacting
more policies that have been well planned. Additionally, in order to lure visitors, a visa policy
that is somewhat relaxed, such as "visa on arrival," must also be implemented like what Thailand
did. There is no question that Brunei is a great example for Thailand to follow in terms of
collaboration with their community-based tourism, facilities, and maintaining high levels of
hygiene. These concerns have traditionally been the country's highest concern, which is why
Brunei's response to the epidemic was commendable, but it was not sufficient to prevent the
country's tourist industry from suffering a significant setback.

It is common knowledge that the Philippines have a wealth of natural resources and a diverse
population of marine organisms. When it comes to tourist marketing, one thing that this country
might learn from other nations is to constantly seek for excellent tourism via proactive marketing
techniques and stricter implementation of laws. Because of the pandemic and the way the
government responded to it by extending the lockdown and not giving priority to mass testing,
the tourism industry in the Philippines is suffering severe consequences. This is in contrast to the
response of other nations, which have been successful in their fight against the pandemic. If only
we were more open to learning and willing to adapt, we may learn more and make greater
progress just like Thailand and Brunei. Aside from that, vacationing in the Philippines is already
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quite affordable. They should also prioritize investments in the construction of more tourist
attractions, the preservation of cultural monuments, and the protection of natural resources for a
more sustainable community.

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