Value for money is key priority for tourists in ASEAN, regardless of income level

24-12-24

A recent study has highlighted that value for money is the top consideration for tourists visiting Association of Southeast Asian Nations (ASEAN) countries, regardless of their income level. This finding underscores the need for tourism businesses in the region to design offerings that balance quality, authenticity and competitive pricing to satisfy a diversity of travelers.

The report reveals that tourists, regardless of their income, seek to maximize the perceived value of their spending in the region. While some visitors have the financial capacity to access premium services, most still prioritize experiences that are perceived as fair in terms of what they receive for the cost invested. This approach does not necessarily imply choosing the cheapest option, but rather striking a balance between quality, authenticity and price.

This has significant implications for the tourism industry in ASEAN. To remain competitive, businesses must be aware of their customers' expectations and offer services that meet or exceed these expectations without inflating prices. Tourists want to feel that they have spent wisely, whether in their choice of accommodation, transportation or leisure activities.

Another important element identified in the study is the demand for authentic and unique experiences. Tourists are looking for a genuine connection to the culture, food and traditions of the destinations they visit. In ASEAN, known for its rich cultural diversity, this interest represents an opportunity to highlight the best of each member country, from the vibrant streets of Bangkok to the serene landscapes of Bali to the unique traditions of Vietnam.

To meet this demand, companies must work closely with local communities to ensure that the experiences offered are not only authentic, but also ethical and sustainable. Incorporating local crafts, cuisine and traditional practices not only enriches the tourist experience, but also strengthens local economies.

The study also points out that sustainability is a growing factor for modern tourists. More and more travelers are prioritizing destinations and businesses that demonstrate responsible practices, from environmental conservation to supporting local communities. Tourists are not only looking to reduce their environmental impact, but also to make a positive contribution to the place they visit.

For ASEAN tourism businesses, this means investing in sustainable strategies, such as using renewable energy, reducing single-use plastics and promoting responsible tourism practices. In addition, those that adopt sustainable practices can differentiate themselves in a competitive market and attract a growing segment of conscious travelers.

Despite the opportunities, there are challenges that businesses and governments in the region must face to fully capitalize on ASEAN tourism. These include increasing competition from other global destinations, the need to improve tourism infrastructure, and the digitization of services to facilitate access for international tourists.

However, these challenges can also be turned into opportunities. For example, investing in sustainable infrastructure will not only attract more tourists, but will also contribute to long-term economic development. Similarly, integrating digital platforms can significantly improve the customer experience, from booking hotels to planning activities.

Strategies for future success

To ensure sustainable and profitable growth of tourism in ASEAN, businesses must adopt a strategic approach based on three main pillars:

• Deliver real value for money: Design packages and services that balance quality, authenticity and price, ensuring that tourists feel they have made a smart investment.

• Promote authenticity: Highlight the traditions, culture and unique experiences of each destination, working ethically with local communities to avoid cultural exploitation.

• Implement sustainable practices: Reduce environmental impact, protect biodiversity and support local economies to attract a segment of conscious travelers who value responsible tourism.

With its cultural diversity, breathtaking scenery and growing connectivity, ASEAN is well positioned to continue to attract tourists from around the world. By focusing on value for money, authenticity and sustainability, the region can establish itself as one of the world's most attractive and responsible tourism destinations.

However, to achieve this goal, it will be essential for governments, businesses and local communities to work together to create an environment that not only benefits tourists, but also local people and the environment. This approach will enable balanced growth and ensure that ASEAN remains a destination of choice for millions of travelers for years to come.