ABSTRACT
This chapter aims to portray an overall picture of recent trends and patterns of development of the international tourist industry in ASEAN whilst at the same time examining some of the issues which appear to arouse concern from within the region. Brunei is excluded since tourism plays a relatively insignificant role in its economy and the government has shown little commitment to its development. In economic terms international tourism is an invisible export, or an export of a service. However, it differs from other exports in the sense that the consumer visits a country to receive or collect the tourist service. In 1987 the establishment of the Ministry of Culture and Tourism and the elevation of the industry to cabinet status marked the beginning of an aggressive campaign to promote tourism, especially through overseas marketing with Fascinating Malaysia in 1988 and Visit Malaysia Year in 1990.
