Widening the smiles
Collaborations between the Association of Southeast Asian Nations (Asean) can sometimes be hit and miss, with joint efforts by the 10 member states to rein in Chinese expansionism in the South China Sea yet to yield results. But a new plan to boost tourism in the region may prove more successful: tied to next year’s 50th anniversary of the bloc’s founding, the campaign seeks to lure travellers to Southeast Asia’s best festivals and signature hospitality, and increase the number of international visitors to 121 million by the end of next year. Vietnam and Burma’s burgeoning hospitality industries could take some tips from the region's tourism heavy-hitter Thailand: despite political difficulties it is booming on the tourism front by emphasising authenticity and comfort.