Australia has just announced a A$20 million (US$13.3 million) global marketing push, while the Singapore Tourism Board last week kicked off "Singapore Roars", the second phase of its S$200 million (US$115.2 million) campaign.
Project Phoenix will roll out globally in July with CNN, Time and Fortune touting the theme 'Welcome Back'.
MDK Consultants has been awarded the project brief and, according to chairman Ian Lancaster, the 'Welcome Back' concept is rooted in the region's tourism industry returning to "the right value system", offering visitors the core values that previously built its reputation - such as service, quality and safety.
"Wooing customers with discounts gives them the impression 'you only want me for my wallet'," he said.
MDK will mobilise offices in Singapore, Kuala Lumpur and Bangkok and affiliates worldwide to engage the media.