The three national tourist boards (NTO's) have pledged £25,000 each towards a joint marketing fund.
To claim a piece of this fund, UK tour operators had until December 6 to create an innovative marketing proposal to promote the region - giving each destination equal exposure. Packages should be available for travel between January and December 2000.
Kevin Welch, HKTA regional director - Europe, Africa and the Middle East said: "We initially announced the programme to about 25 tour operators but we have also sent a mailshot to many more. The interest is high and I think there will be stiff competition, as only the best ideas will be considered.
"We expect participants to put between 25 and 50 per cent towards a scheme and a proportion of the fund will make up the difference."
TB's UK regional director Nicolas Kao, said: "We expect some of the proposals sent for our appraisal will be along the lines of unique consumer advertising, web marketing, FAM trips or perhaps a collateral point of sale promoting twin and tri-destination packages."
UK tour operators at WTM were excited about the fund as they had not been offered an incentive as substantial as this one over the past few years.
Grainne Hennessy, director of Twohigs Travel - serving 400 Irish travel agencies said: "We will definitely be submitting a proposal. Off the top of my head we may dedicate a whole page in our brochure, perhaps calling it "Oriental Medley".. Creating and circulating a brochure can cost between 30,000 and 40,000 Irish Punts, so help towards this expense would be gratefully received."
Hayes and Jarvis managing director in London Matthew Whalley, said: "I think this is a one-off aggressive idea which has certainly got our attention. The NTO's money will go further in a joint fund and create a bigger impact. Many of our customers are fully independent travellers and normally visit three or more destinations in South East Asia."
Whalley may propose targeting a specialist market after evaluating the traditional media.