ABSTRACT
Successful regional cooperation observed in many parts of the world has spurred global travel and tourism. The Southeast Asian region lies at the heart of this global integration with the ASEAN establishment. In 2017, ASEAN will celebrate its 50th golden year anniversary by launching the Visit ASEAN year. Surprisingly, to date not much progress is seen in promoting ASEAN as a single-destination area. The aim of this article is to assess the progress undertaken by the ASEAN establishment in terms of tourism development and evaluate the possible challenges of such intra-regional cooperation.
