Eddy Krismeidi Soemawilaga, president of ASEANTA, and head of Indonesia Affairs and Policy PT Indonesia AirAsia, discusses with Travel Weekly Asia’s senior editor, Xinyi Liang-Pholsena, what to look forward to at Asean Tourism Forum (ATF) in Vientiane from 22-27 January 2024.

ASEANTA has been appointed the event organiser for ATF. What’s your vision for ATF?

ASEANTA expresses its deep gratitude for the honour of being entrusted by the Government of Lao PDR to manage and organise Travel Exchange (TRAVEX) within ATF 2024 and its integral components. ATF goes beyond being a mere platform for the ASEAN tourism industry to showcase their potential destinations and products through the Travel Exchange (TRAVEX).

It stands as a forum for constructive dialogues among tourism governmental bodies and private sector organisations, convening industry experts, practitioners, and suppliers of ASEAN-based tourism products and services.

Recognising the ever-evolving and dynamic nature of the travel industry, which caters to a broad spectrum of interests, ATF should be aligned with the prevailing trends in tourism development within ASEAN and to tackle the industry's prevailing challenges.

What are the key highlights visitors can look forward to at ATF 2024 in Laos?

ATF 2024 is scheduled at Vientiane, Laos, from January 22nd to 27th, 2024, hosted at the Lao ITECC Exhibition Center. Photo Credit: Lao ITECC Exhibition Center

Adhering to the overarching theme "Quality and Responsible Tourism - Sustaining ASEAN Future" ATF 2024, organised in Vientiane, is resolutely dedicated to fostering eco-friendly tourism and promoting responsible travel practices that underpin the ideals of sustainable tourism.

Beyond the essential task of showcasing ASEAN tourism products, the upcoming ATF will serve as a dynamic platform for facilitating meaningful dialogues among key stakeholders in advancing sustainable tourism efforts in the region.

This emphasis on sustainability is a direct response to the heightened concerns of travellers in the post-pandemic era, who are increasingly prioritising responsible and ethical travel choices. ATF 2024 stands as an instrumental arena for sharing insights and ideas, actively contributing to the ongoing discourse surrounding sustainable tourism in ASEAN region.

What are the prevailing trends shaping Southeast Asia’s travel and tourism industry? How are these addressed at ATF 2024?

The trend for authentic cultural immersion, local cuisine, and nature adventures tailored to personal values, aligns with ATF 2024's theme. Photo Credit: Adobe Stock/visoot

In the era of robust social media development and usage, modern tourists increasingly crave for experiences that are both authentic and unique, while remaining mindful of sustainability. These travellers seek genuine cultural interactions, savour local cuisine, embark on thrilling adventures, all with a commitment to preserving the destinations they visit.

To meet the demands of these discerning explorers, destinations and businesses must diversify their offerings, curating a comprehensive array of experiences that span cultural immersion, culinary exploration, nature-based encounters, and exhilarating adventures. Those choices allow travellers to tailor their experiences to their individual preferences and values.

Crucially, engaging with local communities is an essential element that cannot be underestimated. By involving local communities in the development and promotion of these tourism experiences, a strong sense of authenticity is fostered, and the local economy thrives, benefiting these local people.

This prevailing trend aligns seamlessly with the overarching theme of ATF 2024 the travel industry's participation in the event, reinforcing the commitment to provide travellers with the authentic, enriching experiences they seek in the age of social media and connectivity.

In your opinion, what makes Laos such an attractive destination for visitors?

Pakse, the capital of Champasak Province in southern Laos, is famous for its picturesque landscapes, stunning waterfalls, and flourishing coffee estates. Photo Credit: Adobe Stock/saravut

Laos stands out for its awe-inspiring natural beauty, characterised by lush jungles, tranquil rivers, and majestic mountain ranges. The nation's unspoiled and pristine environment holds a strong appeal for nature enthusiasts and those in search of thrilling adventures. Beyond its natural wonders, Laos is a place where warm hospitality of its local people is ingrained in the culture. The Laotian people are renowned for their friendliness, extending a heartfelt welcome to visitors and eagerly sharing their cultural traditions.

In addition, Laos boasts a treasure trove of historical gems. These include the UNESCO-acclaimed town of Luang Prabang, the enigmatic Plain of Jars, and ancient temples like the revered Wat Phou, each of which offers a glimpse into the country's rich history and heritage.

My favourite destination: Pakse, located in the southern part of Laos. This charming city, the capital of Champasak Province, is renowned for its beautiful scenery, cascading waterfalls, and thriving coffee plantations. Adventures including hikes through the region's lush landscapes, immersive visits to coffee farms where the beans are lovingly cultivated, and waterfall exploration, like the renowned Tad Fan and Tad Yuang waterfalls are unforgettable key attractiveness of that area. Not far from Pakse lies the magnificent Wat Phou as a UNESCO World Heritage Site. Pakse offers unforgettable unique and authentic experience.

Do you have a message that you would like to share with the industry?

ATF 2024 in Vientiane is a unique opportunity for us. Together, let's champion sustainable tourism, preserving our cultural heritage and natural beauty. Join us in creating an unforgettable chapter in ASEAN's tourism story.

Click here to register for ATF 2024.