The Association of Southeast Asian Nations (ASEAN) was established on August 8, 1967 in Bangkok, Thailand by the founding fathers of the original ASEAN countries; namely Indonesia, Malaysia, Philippines, Singapore and Thailand. The nations of Brunei Darussalam, Cambodia, Lao PDR, Myanmar and Viet Nam have since joined this regional grouping.This year in 2017, ASEAN will reach its 50th Anniversary since formation. In celebration of this remarkable milestone, the ten ASEAN national tourism organisations have jointly developed a tourism programme under the campaign theme ‘Visit [email protected]: Golden Celebration’ with the objectives of commemorating the 50th anniversary of ASEAN and embracing ASEAN as a single and united tourism destination.‘Visit [email protected]: Golden Celebration’ will highlight ASEAN’s best 50 festivals and 50 most unforgettable travel experiences, whereby visitors will enjoy a wide range of ASEAN tourism products through diverse destinations, culinary, events and engagements with local communities. Special offers and travel promotions in affiliated with partners will be rolled out for travellers to enjoy the richness of cultural, heritage, nature and to feel the warmth of ASEAN hospitality, at the value deal.Targeting major regional and long-haul source markets such as China, Japan, Korea, India, Australia, UK, Germany, Russia, the UAE, USA and Canada, ‘Visit [email protected]: Golden Celebration’ hopes to achieve 121 million international visitor arrivals to the region by the end of 2017; increase tourism receipts to USD 83 billion; and extend tourist visitations’ average length of stay to 6-7 days and to more than two ASEAN countries.‘Visit [email protected]: Golden Celebration’ promotion campaign was presided over by ASEAN Tourism Ministers and leaders at ITB Berlin 2017 on March 9, 2017 at the Philippines pavilion. As part of the promotion campaign activity, ASEAN has organised cultural shows on March 11-12, 2017 in rotation at Cambodia, Indonesia, Malaysia, Philippines and Thailand pavilions.