The new logo features a sun formed by ten" spokes," each representing an ASEAN member state. The stylised sun symbolises the vitality and renewal of the Southeast Asia region.
Meanwhile, the new tagline of "A Destination for Every Dream" embodies the concept of diversity and possibilities in travel in this region. It also goes hand in hand with other supporting slogans including ‘A Destination for Adventure’, ‘A Destination for New Flavours’, ‘A Destination for Discovery’, ‘A Destination for Restoration’, ‘A Destination for Culture’, and ‘A Destination for Exploration’.
On January 19, in addition to the announcement of the new tourism logo and tagline, tourism ministers of ASEAN member nations also agreed to reopen ASEAN tourism to revive this industry amid the COVID-19 pandemic.
During their discussion at the 25th Meeting of ASEAN Tourism Ministers chaired by Cambodian Tourism Minister Thong Khon, the ministers agreed to announce the reopening of ASEAN tourism, both intra-regional and international, noting that every possible coordination and cooperation will be implemented so that the reopening process will be gradual and steady.
They also reached a consensus on the application of a standardised COVID-19 vaccination recognition system among countries in the regional, while welcoming the progressive roll-out of COVID-19 vaccination in each ASEAN member nation, which is a key indicator that regional tourism is reopening.