Search for content of interest

  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia

CN FR
  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia
CONTACT

EN

  • CN
  • FR

Home Insights Our Thinking Detail

EXPERTISE

  • Research
Contact Us

Tourism Brand Name: Branding the Dubious Tourist Routes of Southeast Asia

Amidst the allure of Southeast Asia for Chinese travelers, a new option may be on the horizon. After years of promoting the traditional “新馬泰” (Singapore, Malaysia, and Thailand) packages, ASEAN (Association of South-East Asian Nations) member states, in the 29th Tourism Forum at Hanoi, Vietnam, agreed to brand the entire region as a unified tourist destination. This strategic move aims to counteract the repercussions of the global financial downturn. Malaysian Tourism Minister Datuk Seri Azalina Othman highlights the intent to integrate branding efforts, presenting a cohesive ASEAN campaign rather than promoting individual countries separately, marking a pivotal shift in tourism brand name strategy.

However, portraying ASEAN as a unified entity faces significant challenges, particularly in the realm of tourism. Financial constraints hinder mass foreign tourist operations in countries like Cambodia and Laos, grappling with poverty. Additionally, political complexities, such as the military rule in Myanmar and recent mass protests in major cities of Thailand, add layers of uncertainty to tourism initiatives. These nations lack the capacity to guarantee the seamless, comfortable, and secure accommodation, transportation methods, and sightseeing facilities necessary for a consistent influx of travelers, impacting the development of a cohesive tourism brand name for the region.

Given the awareness among foreign tourists regarding the challenges faced by certain ASEAN member states, the impact on the proposed ASEAN Tourism brand name’s image could be significant. To address potential economic and political concerns, aligning with the proposed strategy targeting youth travelers is crucial. Presenting ASEAN Tourism as a vibrant and energetic adventure while downplaying the possibility of harmful or discomforting experiences requires a robust and well-thought-out branding strategy. Convincing the cautious Chinese “only children” and their concerned parents demands careful execution to establish trust and enthusiasm for the ASEAN Tourism brand.

  • SHARE
  • 
  • 
  • 
  • 
BACK

Sign up for our newsletter to get the latest insights, tips, and trends in branding, naming and innovation.

Related Article




Brand Identity Design and Creation in China: Realizing Strategy

Since opening its doors in 1978, China has transformed into one of the world’s largest and most advanced economies. Most recently the shift to a consumer-based economy, a…

Sustainability in Hospitality

Welcome to the new issue of our Labbrand Spotlight from Singapore! We are thrilled to bring you our unique perspectives within the world of Branding and Innovation, shari…

LABBRAND: A Top Research Agency in China That Turns Insights Into Action

In China’s fast-shifting consumer landscape, research is not just about collecting data — it’s about uncovering the cultural meaning behind behavior. As a top research ag…

MADReport: Product & Service Localization for Web Companies

Dear Reader,It is with great excitement that the MADJOR team brings you the second MADReport of 2017. Published quarterly, MADReports bring forward the best of the team’s…

Asian Millennial Travelers: Local Insights from Different Countries #mykindoftravel

Spotlights on Millennials In the realm of conferences like Millennial 20/20, Marketing to Millennials, and Millennial Summit, the spotlight is on Generation Y, a group of…

Game Naming: 7 Ways to Name Your Game

The following article is part of our ‘Naming for Gaming’ series, where we uncover English and Chinese naming trends that lead to successful gaming enterprises. Enhance Yo…

The RedNote Effect and The New ‘Made In China’

Feb 13, 2025 For years, Chinese brands have fought an uphill battle in the U.S. with less-than-ideal country branding. While a “Made in China” stigma remains a hurdle for…

How Oatly Became the Trendiest Plant Milk on the Market by Branding

Considering that 70% of the global population don’t produce the enzyme lactase to properly break down lactose - the sugar found in dairy products - cow milk’s rise to bec…

Ready to take your brand to new heights?

Let's start a conversation.
  • NEWSLETTER
  • CAREERS
  • PRIVACY POLICY
  • Labbrand Group
  • Labbrand
  • Madjor
  • SpringPillar

* Will be used in accordance with our Privacy Policy

A Labbrand Group Company © 2005-2025 Labbrand All rights reserved

沪ICP备17001253号-3
  • Follow us:
  • 
  • 
  • 
  • 
  • 
  • 

Contact us to get the latest insights, tips, and trends in branding, naming, and innovation.

* Will be used in accordance with our Privacy Policy

Cookie Notice

To improve your experience, we use cookies to provide social media features, offer you content that targets your particular interests, and analyse the performance of our advertising campaigns. By clicking on “Accept” you consent to all cookies. You also have the option to click “Reject” to limit the use of certain types of cookies. Please be aware that rejecting cookies may affect your website browsing experience and limit the use of some personalised features.

Accept Reject