Danial Norjidi
With a vision for an ASEAN region that is recognised as a quality tourism destination, the ASEAN Framework on Sustainable Tourism Development in the Post-COVID-19 Era was recently released to guide the work on ASEAN’s sustainable tourism development agenda.
According to a press statement, “Sustainable tourism is considered as an emerging key factor for a destination’s ability to maintain or build a strong reputation and a competitive brand which is hoped to enhance the existing relationships with local communities, visitors, and other relevant stakeholders”.
The statement explains that, as articulated in the ASEAN Economic Community (AEC) Blueprint 2025, the vision for Southeast Asia is to make the region a “quality tourism destination” that offers a unique and diverse ASEAN experience and is committed to sustainable tourism development.
“As a collective effort towards realising this vision, the ASEAN tourism ministers have endorsed the ASEAN Framework on Sustainable Tourism Development in the Post-COVID-19 Era with the support of the Economic Research Institute for ASEAN and East Asia (ERIA).”
The statement notes that the framework identifies focus areas and seeks to capitalise on the work that is already being undertaken by the tourism sector and other relevant sectors in the ASEAN community, particularly in the years leading up to 2025 and beyond.
The framework’s long-term vision is “an ASEAN region that is recognised as a quality tourism destination, which promotes the economic prosperity, welfare and engagement of the local community; protects and develops its natural environment and culture; and provides a high-quality experience to responsible and sustainable-minded visitors/tourists”.
Its overarching operation goal is to “continue to promote the growth and development of the tourism sector, as a critical contributor to overall economic growth and development, but with a stronger awareness of and focus on the environmental and social-cultural impacts of tourism activities and resolve to undertake initiatives to reduce tourism’s adverse footprint on the environment and communities and enhance the environment and communities’ well-being”.
The framework has four strategic goals: visitor satisfaction and engagement; industry profitability/viability; community prosperity and engagement; and environment protection and enhancement.
Its guiding principles are: holistic – “applies to all forms of tourism, fits within broader sustainability planning”; flexible – “policies and approaches adapted to local conditions – not ‘one-size-fits-all’”; inclusive – “involves all stakeholders: government, private sector, local communities, tourists, among others”; dynamic – “adapts to changing conditions, technologies, and best practices”; measurable – “monitoring evaluation are key to assessing success”; and regional – “involves cooperation across pillars and sectors for effective planning and implementation”.
The framework identifies five key pillars, along with strategic priorities.
One key pillar is sustainable economic growth, under which are the following strategic priorities: sustainable tourism policy, regulatory environment and strategy; promotion of green investment in physical infrastructure and digital infrastructure; and sustainability as part of marking campaign.
A second key pillar is social inclusiveness, employment and poverty reduction. Strategic priorities include: more quality jobs in the tourism sector; widespread and fair distribution of economic and social benefits; address specific vulnerabilities faced by women; targeted interventions for more sustainable locally driven micro, small and medium enterprises (MSMEs); and develop public-private-community partnerships/mechanisms to engage and empower local communities.
Another of the key pillars is resource efficiency, environmental protection and climate change. Here, the framework highlights three strategic priorities: low carbon, efficient use of resources; environmental protection, ecosystem preservation, and biodiversity conservation; and mitigating the effects of climate change.
For the key pillar of cultural values, diversity and heritage, the priorities are: promote and enhance diverse cultures through cultural tourism; safeguard tangible and intangible cultural heritage; and promote living culture and the creative industries.
The fifth and final key pillar of mutual understanding and peace, health, safety and security has the following strategic priorities: management of security issues to reinforce the reputation of the region as a secure destination; crisis preparedness planning; multi-hazard risk management and enhanced communication/partnership; and harness international initiatives for sharing of information.
Mentioned as “cross-cutting factors” are governance, partnerships, monitoring and technology.
With regards to the way forward, the framework states that it may be utilised “to guide the development of a more holistic and long-term action plan that engages the sectoral bodies and other stakeholders”.
“Implementing the framework also involves the development of an effective governance mechanism, both at the country and regional levels, requiring effective coordination, multi-stakeholder governance and management structures, and community engagement, as well as a strong monitoring system to measure and monitor performance and impacts and sustainable tourism development in ASEAN, including leveraging on technological solutions such as big data for sustained tourism development and smart destinations”.
