Risk and Tourism Marketing in Asia

This book looks at the destination marketing and risk management strategies of 18 Asian countries, showcasing how they deliver their unique products and services. With its diverse cultures, stunning landscapes and historical sites, Asia draws tourists from all across the world. This book looks at the development of the countries' tourism branding and strategies over the decades. It also discusses the common challenges they face, including climate change, overtourism, natural disasters and geopolitical unrest. Particular attention is given to how Asian countries have incorporated resilience and recovery strategies into their marketing plans after the COVID-19 pandemic. Written by leading tourism scholars and industry leaders, this book showcases how Asian destinations are entering a new normal - creating and marketing experiences that surprise and delight, while proactively managing the risks of a complex operating environment. A book of vital interest to students and scholars of tourism marketing, as well as policy makers, government agencies and tourism industry professionals.

David Beirman is Adjunct Fellow, Management and Tourism, University of Technology, Sydney. David has 30 years of experience in the tourism industry, of which 18 years involved leadership roles in destination management and marketing. David has authored 5 books and over 100 academic publications and keynote conference addresses. Jeff Wilks is a psychologist with a special interest in the health, safety and well-being of travellers. He works as a consultant in destination management and marine tourism. Lead author of seven books, Jeff is Managing Director of Marine Tourism Australia and serves as Adjunct Professor of Tourism at Griffith University, Australia. He has led tourism safety programmes for the United Nations, governments and industry groups in the Middle East, the UK, the USA and Asia Pacific.

PART 1 The Transnational Dimension 1. Megatrends, Tourism Trends, Risk and Asian Destination Competitiveness 2. Theory and Practice of Destination Marketing and Risk Management 3. The Role of Government Travel Advisories and Policies in Shaping Perceptions of Asian Destinations 4. Transnational Tourism Associations PART 2 Destinations in Southeast Asia 5. Indonesia 6. From Garden City to Global Destination: 25 Years of Tourism in Singapore 7. Risk and Tourism Marketing in Malaysia (2000-2030) 8. Fun, Love and Crisis. Marketing Philippine Tourism 9. Thailand: Crisis Marketing and Destination Resilience 10. Laos 11. Marketing Strategy - The Double-Edged Sword of Tourism Development in Vietnam? 12. Cambodia PART 3 Destinations in South Asia 13. Marketing of Tourism Amidst Prolonged Risk and Uncertainty: A Case Study of Nepal 14. Marketing Incredible India to Manage Risks: Journey from Vulnerable Colonialism to Confident Nationalism 15. Resilience and Revival of Sri Lanka's Tourism Industry 16. Maldives PART 4 Destinations in Northeast Asia 17. The People's Republic of 18. Macao, 2000 - 2025 The Rise of the World's Casino Tourism Capital 19. Resilience Amidst Crisis: Navigating Tourism Risks and Marketing Strategies in Hong Kong 20. Republic of Korea: Changes in South Korea's Tourism Industry (2002-2025) 21. Taiwan 22. Japan: Tourism and regional capacity development for a sustainable future