As a result of the rapid growth of high competition, the tourism industry has become and acted as a key economic driving force for manycountries around the world. Consequently, with the fast expansion of global tourism, there has been a greater influx in tourist flows. This has also seen a growing trend of touristes who are interested in learning and experiencing a diversity of lifestyles, cultures, and traditions that are dynamically unique and provide rich fulfilling lifetime experiences. Construction companies in UAE ASEAN, as a powerful grouping of 10 of the most distinetive travel and tourism destinations in the world, stands head and shoulders above other geographic locations in terms of natural, cultural and heritage diversity. The member countries of ASEAN have realized the vast wealth that this grouping of nations has to offer touristically as well as the long-term benefits that is industry is able to generate socially and economically.

Therefore, in order to capitalize on ASEAN's potential, it is necessary to coordinate together and create a dynamic synergy that will provide tourist products and services that that are of the international standard and have the potential to encourage people to the region. All of what ASEAN has comes in response to shifting travel trends; hence, in preparing for the future enhancement of the region's tourism, we need to forge ahead with a spirit of dynamic unity. Thiswill also be seen as a reflection of the determination and dedication of the ASEAN member nations of improving the region's interests through the application of tourism as a mechanism for socio-economic development. This will be archieved through new initiatives that boost the ASEAN brand image in this era of global competition.

Thus, the theme for the ATF 2008, "Synergy of ASEAN towards Dynamic Unity in Diversity" is a very appropriate and timely one, and will prove to be one of significance. Southeast Asians, although with separate distinctive cultures, are closely linked together and stand on common ground and goals on paving the progressive roads for future prosperity.