Mastercard and ASEAN inspire passion for travel with “Feel the Warmth” campaign

Mastercard and ASEAN National Tourism Organisations (ASEAN NTOs) have joined forces to promote Southeast Asia through a campaign that celebrates the region’s beautiful geography, rich culture and heritage sites, as well as the gracious hospitality that is a hallmark of its residents.

‘Feel the Warmth’ is a two-year partnership that encourages travellers to embrace curated experiences that transform even fleeting holidays into life-enriching memories.

Southeast Asia has the distinction of being home to six of the top ten travel destinations in the world. From entry to world famous landmarks to local gastronomic fare, nature adventures, and shopping expeditions, Mastercard’s broad network of partners and merchants will offer insider access to stunning landscapes and the tapestry of diverse traditions in Southeast Asia.

The campaign also aims to boost inbound travel from China, India and Australia, as well as promote travel across key intra-ASEAN corridors. As one of the fastest growing tourism regions in the world, Southeast Asia also attracted some of the highest spending visitors who visited major tourist destinations as well as lesser-known locations.

“This is a great opportunity for our 10-member states to celebrate Southeast Asia as the world’s fastest growing tourism destination,” Benito C. Bengzon, undersecretary, Philippines Department of Tourism, who is also chair of ASEAN Tourism Marketing Partnership Working Group said. “By partnering with Mastercard and featuring convenient and secure ways to pay cross-border, we’re delivering on our vision of creating a cohesive ASEAN economy and sharing the vast array of exciting experiences with travellers from every corner of the world.”

Mastercard’s Priceless Cities programme will be an integral part of this campaign, making it easier for people to discover new experiences and make the most of their adventures. The Priceless.com platform offers a plethora of experiences in top cities so consumers can eat, shop, stay and play in line with their passions. Mastercard’s transaction insights also indicate that visitors to Southeast Asian destinations are exploring new destinations outside of established tourist hotspots.

“Southeast Asia offers a treasure trove of opportunity and experiences for businesses and consumers, and Mastercard’s collaboration with the ASEAN Tourism Board will give travellers even more reason to immerse themselves in the region’s dynamic environment,” Audrey Yeo, vice president, marketing and communications, Southeast Asia, Mastercard said.