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Follow our news, recent searches, asean tourism unveils new tagline designed to capture the region's 'warmth, resilience and sense of fun', advertisement.

The new ASEAN tourism logo (Photo: ELMNTL)

Firdaus Hamzah

SINGAPORE: The Association of Southeast Asian Nations (ASEAN) has unveiled a "refreshed" logo and a new tagline for tourism in the region.

With this new branding, "ASEAN aims to capture the warmth, resilience, and sense of fun and adventure that is emblematic of the Southeast Asia region and peoples", ASEAN tourism said in a press release.

The new branding will also enable ASEAN to "continue to market Southeast Asia as a single destination and raise awareness of the region's incredible diversity of offerings that travellers could rediscover once borders open up again worldwide". 

The logo consists of ten "spokes", each representing an ASEAN member state, to form the sun in a harmonious balance, the press release said.

The logo is a contemporary take of the sun and symbolises vitality and renewal and conveys a "propelling" movement that speaks of the future-facing aspirations of Southeast Asia.

NEW TAGLINE

"The new tagline of 'A Destination For Every Dream' embodies the concept of diversity and possibilities in travel in this region. With a panoply of historical sights, cuisines, adventures, cultures, natural landscapes, and modern metropolis, everyone can be sure of having their travel dreams fulfilled with a visit to Southeast Asia," ASEAN Tourism said. 

"The Southeast Asia region is beautifully diverse in so many ways, from culture and cuisine to natural landscapes and people, and we want to share all these with the wider world," said Oliver Chong, executive director, International Group HQ and Oceania of the Singapore Tourism Board (STB) and the chair for the ASEAN Tourism Marketing Partnership Working Group said. 

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Home About Press & Trade

ASEAN TOURISM UNVEILS NEW LOGO AND TAGLINE

Published on January 20, 2022

SIHANOUKVILLE, CAMBODIA – JANUARY 19, 2022 – The Association of Southeast Asian Nations (ASEAN)  is kicking off 2022 with a brand new look and perspective for travellers to the region. With a refreshed logo and a new tagline, “A Destination For Every Dream”, ASEAN aims to capture the warmth, resilience, and sense of fun and adventure that is emblematic of the Southeast Asia region and peoples.  

Through this new branding, ASEAN will continue to market Southeast Asia as a single destination and raise awareness of the region’s incredible diversity of offerings that travellers could rediscover once borders open up again worldwide.

ASEAN Member States designed the new logo in collaboration with its marketing agency, ELMNTL . The focus for the new brand is to show travellers the many beautiful experiences they could enjoy in each of the ASEAN member states while highlighting the changes the region is making towards responsible tourism.

The logo consists of ten” spokes,” each representing an ASEAN member state, to form the sun in a harmonious balance. The contemporary take of the sun symbolises vitality and renewal and conveys a “propelling” movement that speaks of the future-facing aspirations of Southeast Asia.

The sun visual was not the only update, as the team wanted all aspects of the rebrand to reflect the vibrancy of Southeast Asia. For instance, the updated orange color is brighter and bolder to draw people in and instill a sense of energy that travelers feel when traveling in this region. In addition, the new font in the logo and tagline is more friendly and invokes a sense of welcome to travellers to enjoy Southeast Asia.

The new tagline of “A Destination For Every Dream” embodies the concept of diversity and possibilities in travel in this region. With a panoply of historical sights, cuisines, adventures, cultures, natural landscapes, and modern metropolis, everyone can be sure of having their travel dreams fulfilled with a visit to Southeast Asia.

“The Southeast Asia region is beautifully diverse in so many ways, from culture and cuisine to natural landscapes and people, and we want to share all these with the wider world. As borders open up worldwide, hope and cautious optimism amongst travellers continue to grow. This new creative direction for ASEAN is thus timely as we emerge from the pandemic with a renewed purpose to market Southeast Asia to those looking for their next dream holiday,” Oliver Chong, Executive Director, International Group HQ and Oceania of the Singapore Tourism Board and the Chair for the ASEAN Tourism Marketing Partnership Working Group.

For more information, please visit https://www.visitsoutheastasia.travel .

ABOUT ASEAN

The Association of Southeast Asian Nations, or ASEAN, was established on 8 August 1967 in Bangkok, Thailand, with the signing of the ASEAN Declaration (Bangkok Declaration) by the Founding Fathers of ASEAN, namely Indonesia, Malaysia, Philippines, Singapore, and Thailand.

Brunei Darussalam then joined on 7 January 1984, Viet Nam on 28 July 1995, Lao PDR and Myanmar on 23 July 1997, and Cambodia on 30 April 1999, making up what is today the ten Member States of ASEAN.

ABOUT ASEAN Tourism Forum

The ASEAN Tourism Forum (ATF) is a cooperative regional effort to promote the Association of Southeast Asian Nations (ASEAN) as one tourist destination. This annual event involves all the tourism industry sectors of the ten member states of ASEAN: Brunei Darussalam, Cambodia, Indonesia, Lao PDR, Malaysia, Myanmar, the Philippines, Singapore, Thailand, and Viet Nam.

ATF was established in 1981. Each year, the hosting of ATF is rotated among the member countries, and 2022 marks the 41st anniversary of the event.

ASEAN Tourism Marketing Agency Romey Louangvilay Email: [email protected]  

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ASEAN tourism unveils new logo and tagline

The Association of Southeast Asian Nations (ASEAN) has revealed its new logo and tagline “A Destination For Every Dream”, which aims to capture the warmth, resilience, and sense of fun and adventure that is emblematic of the South-east Asia region and peoples.

Through this new branding, ASEAN will continue to market South-east Asia as a single destination and raise awareness of the region’s diversity of offerings that travellers could rediscover once borders open up again worldwide.

Designed by ASEAN member states in collaboration with its marketing agency, ELMNTL, the new logo aims to show travellers the many beautiful experiences they could enjoy in each of the ASEAN member states while highlighting the changes the region is making towards responsible tourism.

The logo consists of ten “spokes,” each representing an ASEAN member state, to form the sun in a harmonious balance. The contemporary take of the sun symbolises vitality and renewal and conveys a “propelling” movement that speaks of the future-facing aspirations of South-east Asia.

As well, the updated orange colour is brighter and bolder to draw people in and instil a sense of energy that travellers feel when travelling in this region. In addition, the new font in the logo and tagline is more friendly and invokes a sense of welcome to travellers to enjoy South-east Asia.

Meanwhile, the new tagline “A Destination For Every Dream” embodies the concept of diversity and possibilities in travel in this region.

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ASEAN Tourism Unveils New Logo and Tagline

NEW YORK, January 20, 2022 (Newswire.com) - The Association of  Southeast Asian Nations (ASEAN) is kicking off 2022 with a brand new look and perspective for travelers to the region. With a refreshed logo and a new tagline, "A Destination For Every Dream", ASEAN aims to capture the warmth, resilience, and sense of fun and adventure that is emblematic of the Southeast Asia region and peoples. 

Through this new branding, ASEAN will continue to market Southeast Asia as a single destination and raise awareness of the region's incredible diversity of offerings that travelers could rediscover once borders open up again worldwide. 

ASEAN Member States designed the new logo in collaboration with its USA-based marketing agency,  ELMNTL . The focus for the new brand is to show travelers the many beautiful experiences they could enjoy in each of the ASEAN member states while highlighting the changes the region is making towards responsible tourism. 

The logo consists of ten" spokes," each representing an ASEAN member state, to form the sun in a harmonious balance. The contemporary take of the sun symbolizes vitality and renewal and conveys a "propelling" movement that speaks of the future-facing aspirations of Southeast Asia. 

The sun visual was not the only update, as the team wanted all aspects of the rebrand to reflect the vibrancy of Southeast Asia. For instance, the updated orange color is brighter and bolder to draw people in and instill a sense of energy that travelers feel when traveling in this region. In addition, the new font in the logo and tagline is more friendly and invokes a sense of welcome to travelers to enjoy Southeast Asia.

The new tagline of "A Destination For Every Dream" embodies the concept of diversity and possibilities in travel in this region. With a panoply of historical sights, cuisines, adventures, cultures, natural landscapes, and modern metropolis, everyone can be sure of having their travel dreams fulfilled with a visit to Southeast Asia. 

"The Southeast Asia region is beautifully diverse in so many ways, from culture and cuisine to natural landscapes and people, and we want to share all these with the wider world. As borders open up worldwide, hope and cautious optimism amongst travelers continue to grow. This new creative direction for ASEAN is thus timely as we emerge from the pandemic with a renewed purpose to market Southeast Asia to those looking for their next dream holiday," Oliver Chong, Executive Director, International Group HQ and Oceania of the Singapore Tourism Board and the Chair for the ASEAN Tourism Marketing Partnership Working Group. 

For more information, please visit  https://www.visitsoutheastasia.travel .

Source: ELMNTL

• Southeast Asia

What Is Asean Tourism Slogan?

By Michael Ferguson

Southeast Asia is a popular tourist destination known for its diverse culture, stunning natural beauty, and warm hospitality. The ASEAN region, comprising ten countries, has become a popular tourist destination in recent years. To attract more visitors to the region, ASEAN Tourism has come up with a catchy slogan.

What is ASEAN Tourism Slogan?

The ASEAN Tourism slogan is “ASEAN – Feel the warmth.” This slogan was adopted in 2017 by the ASEAN Tourism Ministers during the ASEAN Tourism Forum held in Singapore. The primary aim of this slogan is to promote tourism in the region and highlight the warmth and friendliness of its people.

What does the slogan mean?

The “warmth” referred to in the slogan does not just relate to the pleasant tropical climate of Southeast Asia but also extends to the welcoming nature of its people. Visitors are encouraged to immerse themselves in local cultures, interact with locals, and experience firsthand the warmth and hospitality that Southeast Asians are known for.

How effective is this slogan?

The “ASEAN – Feel the warmth” slogan has been very successful in promoting tourism in Southeast Asia. It effectively captures what makes this region unique – its people’s warmth and hospitality. The slogan creates an emotional connection with visitors that goes beyond just promoting natural attractions or historical landmarks.

Since adopting this catchy slogan, there has been an increase in tourist arrivals across Southeast Asia. According to reports from ASEAN Tourism, international tourist arrivals increased by 10% from 2016 to 2018. This increase translates into millions of dollars in revenue for businesses across Southeast Asia.

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New Asean tourism logo, tagline promote region’s diversity

Thursday, 03 Feb 2022

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BANDAR SERI BEGAWAN (Borneo Bulletin/Asia News Network): The Association of South-East Asian Nations (Asean) is kicking off 2022 with a brand new look and perspective for travellers to the region with a refreshed logo and a new tagline ‘A Destination For Every Dream’.

Asean aims to capture the warmth, resilience, and sense of fun and adventure that is emblematic of the Southeast Asia region and peoples.

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New ASEAN tourism logo, tagline promote region’s diversity

Azlan Othman

The Association of Southeast Asian Nations (ASEAN) is kicking off 2022 with a brand new look and perspective for travellers to the region with a refreshed logo and a new tagline ‘A Destination For Every Dream’.

ASEAN aims to capture the warmth, resilience, and sense of fun and adventure that is emblematic of the Southeast Asia region and peoples.

Through this new branding, ASEAN will continue to market Southeast Asia as a single destination and raise awareness of the region’s incredible diversity of offerings that travellers could rediscover once borders open up again worldwide.

ASEAN member states designed the new logo in collaboration with its US-based marketing agency, ELMNTL. The new brand’s focus is to show travellers the many beautiful experiences they could enjoy in each of the ASEAN member states while highlighting the changes the region is making towards responsible tourism.

The logo consists of 10 ‘spokes’, each representing an ASEAN member state, to form the sun in a harmonious balance. The contemporary take of the sun symbolises vitality and renewal and conveys a “propelling” movement that speaks of the future-facing aspirations of Southeast Asia.

The sun visual was not the only update, as the team wanted all aspects of the rebrand to reflect the vibrancy of Southeast Asia. For instance, the updated orange colour is brighter and bolder to draw people in and instil a sense of energy that travellers feel when in this region. In addition, the new font in the logo and tagline is more friendly and invokes a sense of welcome to travellers to enjoy Southeast Asia.

Its new tagline ‘A Destination For Every Dream’ embodies the concept of diversity and possibilities in travel in this region. With a panoply of historical sights, cuisines, adventures, cultures, natural landscapes, and modern metropolis, everyone can be sure of having their travel dreams fulfilled with a visit to Southeast Asia.

“The Southeast Asia region is beautifully diverse in so many ways, from culture and cuisine to natural landscapes and people, and we want to share all these with the wider world. As borders open up worldwide, hope and cautious optimism amongst travellers continue to grow.

This new creative direction for ASEAN is thus timely as we emerge from the pandemic with a renewed purpose to market Southeast Asia to those looking for their next dream holiday,” said Executive Director, International Group HQ and Oceania of the Singapore Tourism Board and the Chair for the ASEAN Tourism Marketing Partnership Working Group Oliver Chong.

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The new logo features a sun formed by ten "spokes", each representing an ASEAN member state. The stylised sun symbolises the vitality and renewal of the Southeast Asia region.

Meanwhile, the new tagline of "A Destination for Every Dream" embodies the concept of diversity and possibilities in travel in this region. It also goes hand in hand with other supporting slogans including ‘A Destination for Adventure’, ‘A Destination for New Flavours’, ‘A Destination for Discovery’, ‘A Destination for Restoration’, ‘A Destination for Culture’, and ‘A Destination for Exploration’.

On January 19, in addition to the announcement of the new tourism logo and tagline, tourism ministers of ASEAN member nations also agreed to reopen ASEAN tourism to revive this industry amid the COVID-19 pandemic.

During their discussion at the 25th Meeting of ASEAN Tourism Ministers chaired by Cambodian Tourism Minister Thong Khon, the ministers agreed to announce the reopening of ASEAN tourism, both intra-regional and international, noting that every possible coordination and cooperation will be implemented so that the reopening process will be gradual and steady.

They also reached a consensus on the application of a standardised COVID-19 vaccination recognition system among countries in the regional, while welcoming the progressive roll-out of COVID-19 vaccination in each ASEAN member nation, which is a key indicator that regional tourism is reopening.

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ASEAN Tourism unveils new logo and tagline

SIHANOUKVILLE, CAMBODIA – JANUARY 19, 2022 – The Association of Southeast Asian Nations (ASEAN) is kicking off 2022 with a brand new look and perspective for travelers to the region. With a refreshed logo and a new tagline, “A Destination For Every Dream”, ASEAN aims to capture the warmth, resilience, and sense of fun and adventure that is emblematic of the Southeast Asia region and peoples. 

Through this new branding, ASEAN will continue to market Southeast Asia as a single destination and raise awareness of the region’s incredible diversity of offerings that travelers could rediscover once borders open up again worldwide.

ASEAN Member States designed the new logo in collaboration with its marketing agency, ELMNTL . The focus for the new brand is to show travelers the many beautiful experiences they could enjoy in each of the ASEAN member states while highlighting the changes the region is making towards responsible tourism.

The logo consists of ten” spokes,” each representing an ASEAN member state, to form the sun in a harmonious balance. The contemporary take of the sun symbolizes vitality and renewal and conveys a “propelling” movement that speaks of the future-facing aspirations of Southeast Asia.

The sun visual was not the only update, as the team wanted all aspects of the rebrand to reflect the vibrancy of Southeast Asia. For instance, the updated orange color is brighter and bolder to draw people in and instill a sense of energy that travelers feel when traveling in this region. In addition, the new font in the logo and tagline is more friendly and invokes a sense of welcome to travelers to enjoy Southeast Asia.

The new tagline of “A Destination For Every Dream” embodies the concept of diversity and possibilities in travel in this region. With a panoply of historical sights, cuisines, adventures, cultures, natural landscapes, and modern metropolis, everyone can be sure of having their travel dreams fulfilled with a visit to Southeast Asia.

“The Southeast Asia region is beautifully diverse in so many ways, from culture and cuisine to natural landscapes and people, and we want to share all these with the wider world. As borders open up worldwide, hope and cautious optimism amongst travelers continue to grow. This new creative direction for ASEAN is thus timely as we emerge from the pandemic with a renewed purpose to market Southeast Asia to those looking for their next dream holiday,” Oliver Chong, Executive Director, International Group HQ and Oceania of the Singapore Tourism Board and the Chair for the ASEAN Tourism Marketing Partnership Working Group.

For more information, please visit https://www.visitsoutheastasia.travel .

ABOUT ASEAN

The Association of Southeast Asian Nations, or ASEAN, was established on 8 August 1967 in Bangkok, Thailand, with the signing of the ASEAN Declaration (Bangkok Declaration) by the Founding Fathers of ASEAN, namely Indonesia, Malaysia, Philippines, Singapore, and Thailand.

Brunei Darussalam then joined on 7 January 1984, Viet Nam on 28 July 1995, Lao PDR and Myanmar on 23 July 1997, and Cambodia on 30 April 1999, making up what is today the ten Member States of ASEAN.

ABOUT ASEAN Tourism Forum

The ASEAN Tourism Forum (ATF) is a cooperative regional effort to promote the Association of Southeast Asian Nations (ASEAN) as one tourist destination. This annual event involves all the tourism industry sectors of the ten member states of ASEAN: Brunei Darussalam, Cambodia, Indonesia, Lao PDR, Malaysia, Myanmar, the Philippines, Singapore, Thailand, and Viet Nam. ATF was established in 1981. Each year, the hosting of ATF is rotated among the member countries, and 2022 marks the 41st anniversary of the event.

• By: Romey Louangvilay
• January 20, 2022

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Asean tourism slogans: assessing emotional distinctiveness through lexical database analysis

Oktadiana, Hera , and Pearce, Philip L. (2018) Asean tourism slogans: assessing emotional distinctiveness through lexical database analysis. In: Proceedings of the 28th Annual Council for Australasian University Tourism and Hospitality Education Conference. pp. 190-204. From: CAUTHE 2018: 28th Annual Council for Australasian University Tourism and Hospitality Education Conference: get smart: paradoxes and possibilities in tourism, hospitality and events, 5-8 February 2018, Newcastle, NSW, Australia.

The significance of tourism within the ASEAN region is recognised by multiple stakeholders. Presenting and promoting a distinctive image of tourism is a common agenda across the ten ASEAN nations. The aim of this study is to document and interpret the emotional connotations of ASEAN tourism slogans. Arguably, such messages provide an initial guide to the appeal and competitive advantages of each individual country. The study is underpinned by considering key ideas on destination positioning and the lexical analysis of emotions. By mining archival resources about word frequencies, synonyms and meanings, the positions of the slogans in an emotion space originally developed by Plutchik were compared and plotted. Joy, admiration and ecstasy were the dominant emotional connotations of most slogans.

Thailand and Malaysia have the most distinctive tourism slogans, followed by Vietnam and Laos. Expressions used in the slogans for these four nations overlapped less with other countries across the families of emotion words.

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About asean tourism.

A physically and culturally perse part of the world, Southeast Asia is memorable for the warmth of its tropical climate, hospitable people, and flavorful cuisine.

The Southeast Asia: feel the warmth brand, campaign, and website positions the 10 Southeast Asian countries collectively as a highly desirable tourism region. The members of the Association of Southeast Asian Nations (ASEAN) to benefit from Southeast Asia: feel the warmth are Brunei Darussalam, Cambodia, Indonesia, Lao PDR, Malaysia, Myanmar, the Philippines, Singapore, Thailand, and Vietnam. Travelling through these ten ASEAN nations offers unlimited variety in terms of culture, landscape, people, flora and fauna, food, handicrafts, entertainment, shopping, recreation and excitement.

While there is unity in terms of peaceful cooperation within ASEAN nations, the region is best known for its persity. The fascinating and unlimited variety this region offers is unique and can only be experienced by visiting Southeast Asia.

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ASEAN tourists can experience wild life to city life to snow – capped mountains to dense tropical rainforests; from serene beach life to a bustling city life. No two countries are the same yet their unity is impeccable.

The people of ASEAN live both a simple and complex lifestyle – a sight only to be admired. There are a multitude of ethnic groups inhabiting the region and many still live a traditional way of life. To an outsider, the traditional lifestyle may appear simple, but the cultural traditions, beliefs, attitudes and values are often very complex but suited to their respective environmental situation. In other parts of the region you will witness towering skyscrapers mushrooming in the cities with a dynamic way of life. Be among the privileged to witness the multitude lifestyle in this region.

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Why Asean tourism?

There are many magical and memorable tourist attractions within Southeast Asia. The cultural monuments, heritage, landmarks, historical buildings are only sights to be experienced.

Food is yet another attraction of ASEAN. Tourists can sample nasi campur in Brunei Darussalam, pang chiav pancakes in Cambodia, ayam goreng in Indonesia, a spicy laap salad in Lao PDR, nasi lemak in Malaysia, mohinga fish and noodle soup in Myanmar, adobo in the Philippines, char kway teow in Singapore, fiery tom yam kung in Thailand and delicious pho soup in Viet Nam.

The region is like no other – always different, always exciting and always eye catching.

The most diverse, beautiful, enjoyable, and accessible landscapes in the world.

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Asian Countries With Their Tourism Taglines

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Being the biggest continent in the world, Asia occupies the eastern part of the single Eurasian landmass.

Surrounded by the Arctic Ocean from the north, by the Pacific Ocean from the east, and by the Indian Ocean from the south, it is separated from Africa by Suez Canal. The Mediterranean Sea and the Black Sea separate Asia from Europe, farther the overland border runs through the Caucasus Mountains, the Caspian Sea, the Ural River, and the Ural Mountains.

The most visited tourist country in this region is China as a huge cultural center, followed by no less popular destinations like India , Thailand , Malaysia, and  Turkey .

Here are the Asian Countries With Their Tourism Taglines: 

Check Out Tourism Taglines of Every Country In The World

( Note:  Russia, Kazakhstan, Azerbaijan, Georgia, and Turkey are on both continents which are transcontinental countries, partially located in both Europe and Asia called Eurasia that why I have mentioned these countries in both continents Asia and Europe. Armenia and Cyprus politically are considered European countries, though geographically they are located in the West Asia territory.)

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