International Journal of Education and Social Science (IJESS)

This industry study is a period evaluation on the ASEAN Tourism Strategic Plan (ATSP) 2011- 2015, a document prepared by the National Tourism Organizations of the ten member nations of the Association of Southeast Asian Nations (ASEAN) in preparation for ASEAN integration in 2015. Fully aware of the dynamism of the tourism industry, the formulators regard the ATSP as a living document and emphasize the need for the plan to “adapt quickly to changing circumstances and driving forces...to ensure that it stays relevant.” Results showed that the ATSP is a valuable tool in developing the competitiveness of the ASEAN against other regional destinations in the world as it promotes economies of scale by pooling resources together. However, the Philippines was rather slow in disseminating information about the ATSP, and respondent groups were unaware of the plan. As a result, its implementation and adoption are still quite limited. Nonetheless, both the government and private sectors are exerting much effort to make the Philippines a “more fun” destination.