TravTalk Middle East Online Magazine
The Middle East is an important market for Southeast Asian countries. With a view to attracting more travellers from the Middle East market, the Association of Southeast Asian Nations (ASEAN) has restarted ‘ASEAN Pass’, which enables easier accessibility to hitherto explored destinations in the Southeast Asia region, says Eddy K Soemawilaga, President, ASEAN Tourism Association (ASEANTA), in an interview with TRAVTALK.
Dr Shehara Fernando
Online Travel Agents (OTAs) and travel agents could provide a more seamless service to their customers with ASEAN Pass. Eddy K Soemawilaga, President, ASEAN Tourism Association (ASEANTA), said: “To attract Middle Eastern tourists, ASEANTA collaborates with airlines and promotes initiatives like
the ASEAN Pass, which offers affordable inter-ASEAN travel options. The pass, implemented via AirAsia’s platform, encourages multi-destination travel and invites participation from other airlines and travel agents. Partnerships with NGOs, governments, and organisations like PATA are in discussion to broaden ASEANTA’s scope. Future plans include engaging more stakeholders to foster regional and global cooperation.”
As sustainability is an important aspect for travellers today, Soemawilaga added, “ASEANTA recognises sustainability as a priority. Efforts include awarding businesses that implement sustainable practices and advocating for sustainable aviation fuel (SAF) and efficient navigation systems to reduce carbon emissions. In Indonesia, airlines are advocating for a 1 per cent SAF adoption while promoting efficient navigation systems as a cost-effective alternative to reduce emissions post-COVID financial constraints.”
Sharing the ASEANTA’s plans in 2025, Soemawilaga said, “The priority for 2025 is to enhance ASEANTA’s regional presence. While national-level associations are strong, ASEANTA aims to consolidate its influence across the ASEAN region. ASEANTA organises regular events to showcase ASEAN’s tourism potential globally. A notable initiative is the ASEAN Travel Exchange in Kota Kinabalu on 25 June 2025, promoting lesser-known destinations and fostering B2B interactions.”
In terms of contribution to travel and tourism and training the next in line towards the industry, he shared, “ASEANTA supports the ASEAN tourism professional certification standard, enabling certified individuals to work across ASEAN and beyond. The association facilitates matchmaking between certified professionals and employers through a dedicated platform.”
Since sustainability has become part and parcel of life, ASEANTA recognises it as an imperative requirement in the industry. Efforts include awarding businesses that implement sustainable practices and advocating for Sustainable Aviation Fuel (SAF) and efficient navigation systems to reduce carbon emissions.
