KUALA LUMPUR, June 2 — The world’s first Association of Southeast Asian Nations (Asean) travel channel, GOASEAN, was launched on satellite television provider Astro today amid a growing middle-class market in the region.

GOASEAN describes itself as a 24/7 multi-platform channel that also includes a website which allows travellers to book flights, hotels and tours throughout the region comprising 10 countries: Malaysia, Brunei, Cambodia, Indonesia, Laos, Myanmar, the Philippines, Singapore, Thailand and Vietnam.

“With Asean expected to generate a combined GDP of US$3 trillion (RM11 trillion) by 2017, there is a real opportunity to boost the travel industry and promote intra-Asean tourism, while enhancing appreciation for our respective cultures and heritage,” Prime Minister Datuk Seri Najib Razak said in a speech at the GOASEAN launch here.

“It is estimated that Asean’s middle class will reach the 400 million mark by 2020, more than that of Brazil, France, Germany, the UK and the US combined.”

According to a recent report, 44 per cent of consumers surveyed said they would spend any spare cash on vacations. So there is a great opportunity here for us to share information about travel within our region,” he added.

GOASEAN said its flagship show, GO Travel, featuring hosts Amelia Henderson and Jonathan Putra, will air on Astro channel 737.