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SINGAPORE: The Association of Southeast Asian Nations (ASEAN) has unveiled a “revamped” logo and new slogan for tourism in the region.

With this new brand, “ASEAN aims to capture the warmth, resilience, and sense of fun and adventure that are emblematic of the region and the peoples of Southeast Asia,” ASEAN Tourism said in a press release.

The new brand will also allow ASEAN to “continue to market Southeast Asia as a unique destination and raise awareness of the region’s incredible diversity of offerings that could be rediscovered by travelers once borders reopen around the world.”

The logo consists of ten “rays,” each representing an ASEAN member state, to form the sun in harmonious balance, according to the press release.

The logo is a contemporary version of the sun and symbolizes vitality and renewal and conveys a “propelling” movement that speaks to the future aspirations of South East Asia.


“The new slogan of ‘A destination for every dream’ embodies the concept of diversity and possibilities of traveling in this region. With a panoply of historical sights, cuisines, adventures, cultures, natural landscapes and modern metropolises, everyone can be sure to fulfill their travel dreams with a visit to Southeast Asia,” said ASEAN Tourism.

“The Southeast Asian region is wonderfully diverse in so many ways, from culture and cuisine to natural landscapes and people, and we want to share all of this with the rest of the world,” said Oliver Chong, CEO, International Group HQ and Oceania of the Singapore Tourism Board (STB) and the chairman of the ASEAN Tourism Marketing Association Working Group said.


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