Notes from the 2nd Planning Call for 2020 Business Mission to the Meeting of ASEAN Tourism Ministers (M-ATM), December 9

Travel and Tourism Update | December 12, 2019
Authors: Steven Gunawan
  • 2020 Mission to the 23rd Meetings of ASEAN Tourism Ministers (Bandar Seri Begawan, Brunei Darussalam): January 14-16, 2020
  • 2020 ASEAN Tourism Committee Meetings (Jakarta, Indonesia): March 31 - April 4, 2020

Overview of the Mission to M-ATM

  • Next year marks the Council's 3rd engagement with the ASEAN Tourism Ministers at M-ATM. Previously we brought a delegation to participate in M-ATM in Chiang Mai (2018) and Ha Long Bay (2019)
  • For 2020 Business Mission to M-ATM, the Mission will be held from Tuesday, January 14, 2020 until Thursday, January 16, 2020 at the Empire Hotel and Country Club. Bandar Seri Begawan, Brunei Darussalam with the following themes:
    • ASEAN: Together Towards A Next Generation Travel
  • This will be a great opportunity for committee members as the AMS is focusing more on the next generation travel - which mainly factored in digital economy and technology, among other things
  • Schedule of the mission:
    • Delegates are advised to arrive on January 13 as there will be a pre-mission briefing in the morning of January 14
    • Tuesday, January 14
      • Pre-mission briefing
      • Briefing with U.S. Ambassador to Brunei
      • ATF 2020 Opening Ceremony/ Welcome Reception
      • Consultation session with ASEAN NTOs (requested)-could be potentially scheduled on Monday, January 13
    • Wednesday, January 15
      • Consultation session with ASEAN Tourism Ministers (requested)
      • Bilateral meetings with ASEAN and Plus Three Tourism Officials
    • Thursday, January 16
      • Bilateral meetings with ASEAN and Plus Three Tourism Officials
      • Closing ceremony
    • Note: There might be possibility that the consultation session with ASEAN NTOs (requested) might be on Monday, January 13

Format and Content for Presentations

  • Consultation session with ASEAN Tourism Ministers
    • Schedule: Wednesday, January 15
    • Similar to the previous years, as we will only have 15 – 20 minutes speaking slot. Presentation will be led by our Senior Vice President and Regional Managing Director, Ambassador Michael Michalak followed by Q&A
    • Members are advised to submit some information/ data related to the current ASEAN theme –  ASEAN: Together Towards a Next Generation of Travel (e.g. digital economy, payments and human capacity building, among others)
  • Consultation session with ASEAN National Tourism Organization (NTOs)
    • Schedule: Monday, January 13 or Tuesday, January 14
    • Members are advised to submit some information on their activities/ programs in the ASEAN countries
    • Presentation will be similar to the one that the Council delivered at the 22nd M-ATM in Ha Long Bay
  • Following the 1st Planning Call, the Council has already starting to send out bilateral meeting requests to the ASEAN Secretariat, 10 ASEAN Tourism Ministers and Plus Three Countries. Some confirmed meetings are as follow:
  • Briefing with U.S. Embassy to Brunei Darussalam
    • January 14, 01:30 PM – 02:30 PM (tentative)
  • Meeting with Malaysia Ministry of Tourism, Arts and Culture (Minister)
    • January 14, 02:30 PM – 03:00 PM
  • Meeting with Myanmar Ministry of Hotels and Tourism (Minister)
    • January 14, 04:00 PM – 04:30 PM
  • Meeting with Japan Tourism Agency (Vice Commissioner)
    • January 15, 09:30 AM – 10:15 AM
  • The Council is still following up with other countries and so far have received positive response from Indonesia, Philippines, Singapore, Thailand, Vietnam, and South Korea, among others
  • For the bilateral meeting with the ASEAN Secretariat, the Council have just received information that the Secretary General might not be able to attend the M-ATM. Nevertheless, the Deputy Secretary General Rillo will be able to attend.

Materials for Submission

  • Upon registration, members are advised to submit the following materials for briefing books and to secure more bilateral meetings, such as:
    • Company background
    • Biography of delegates
    • Meeting priorities
    • Talking points
    • Emergency contact details
    • Presentation slides with data and information (more details have been circulated previously in the Mission Invitation)
  • Moreover, we will circulate an official registration form from the ASEAN Secretariat in a later date to obtain the official badges

Logistical Updates

  • The official Meetings will be held at Empire Hotel and Country Club in Bandar Seri Begawan, Brunei Darussalam
  • More information on how to book the hotel rooms and airport transfer can be found in the Mission Invitation


  • Differences between consultation session  with ASEAN Tourism Ministers and bilateral meetings
    • For consultation session, the Council will present to a larger audience from the ASEAN Member States along with other organizations. At the NTO level, these will be tourism senior officials (i.e. Undersecretary, Secretary-General, Assistant Chief Executive rank). At the M-ATM, it will be Minister rank. Content of presentation at NTO level will be similar to last year. Content of presentation at M-ATM would be more broad policy themes and tourism trends. 
    • For bilateral meetings, it will be more country-specific discussion.
  • Focus of the ASEAN Secretariat for 2020
    • The Council will get back to member companies after consultation with the ASEAN Secretariat
  • Inputs from member companies on the content of presentation
    • An OTA member company suggested that they can provide information and data on how the younger generation (millennials, Gen X and Gen Alpha) behaviour changes in travelling
    • A technology member company suggested presenting insights from studies they are currently finalizing on National Tourism Organizations, digital marketing benchmarking and digital maturity assessment.