Get ready for an adventure like never before as we celebrate World Tourism Day on September 27, 2023, and embark on an extraordinary journey that transcends borders and cultures. This year’s celebration takes on a special significance as the Association of Southeast Asian Nations (ASEAN) concludes the #ImaginASEAN contest and announce the top 27 finalists!

Since its inception in 1980, World Tourism Day has transcended its origins to become a global celebration of the transformative power of travel. This annual event underscores the profound benefits of cultural exchange, economic prosperity, and the mutual understanding that tourism fosters. It is a day that ignites a shared passion for exploration, urging us to unleash our inner wanderlust. Launched on ASEAN Day, August 8, 2023, #ImaginASEAN, supported by Agoda and AirAsia, emerged as a beacon for intra-ASEAN travel. It beckoned travellers to not simply visit one Southeast Asian nation but to venture forth and discover the diverse wonders that span across this vibrant region. As #ImaginASEAN aligns seamlessly to encourage deeper insights into each Southeast Asian country and kindle a spirit of adventure, unveiling the top 27 contenders on World Tourism Day feels like the perfect timing.

The ten Southeast Asian nations of Brunei Darussalam, Cambodia, Indonesia, Lao PDR, Malaysia, Myanmar, the Philippines, Singapore, Thailand, and Viet Nam are culturally rich countries teeming with extraordinary experiences for every traveller. Not only is travelling between these nations easily accessible, each country also offers a diverse array of activities for worldwide travellers and locals alike. #ImaginASEAN is designed to ignite the spirit of exploration and curiosity especially for Southeast Asian residents to take a journey through a diverse and enchanting region that is their own backyard. From serene beaches and thrilling surf spots to ancient temples, heritage, mouthwatering cuisine, and exhilarating hikes, Southeast Asia has all of these and more, thus making this region truly “A Destination for Every Dream.

The contest also collaborated with 10 influencers who were all based in one of the ASEAN Member States, in which they offered suggestions for tours and activities they love. Viewers could watch the influencer videos to gain inspiration while getting a personal virtual tour from the local content creators from their perspective.

To promote travel to and within the Southeast Asian region, #ImaginASEAN encouraged users to imagine themselves experiencing the region’s beautiful, diverse attractions. Participants earned entry points to the imaginASEAN contest by engaging in different activities, including answering survey questions and creating captivating Instagram Reels or TikTok-style videos showcasing their dream Southeast Asian experiences.

The contest was met with an overwhelming response, with nearly 2,500 participants from various corners of the globe. Through their creativity and enthusiasm, they painted vivid pictures of the experiences they longed to embrace.

The #ImaginASEAN campaign generate the following results:

• 3.3 million Total Impressions
• 2,493 Total Participants
• 18,777 Total Entry Points
• Top Countries for Entries:
  • USA
  • Canada
  • Pakistan
  • Bangladesh
  • Indonesia
  • Netherland
  • United Kingdom
  • Sweden
  • The Philippines
  • Myanmar