To sustain tourism’s recovery, ASEAN member states are implementing more robust policies and initiatives, including relaxing visa application processes for international travelers and diversification of tourism offerings. Photo credit: iStock/Vatanika Chanachai
With visitor arrivals jumping 30.6% in 2024 to 123 million, Southeast Asia is on track to recover pre-pandemic levels as it steers the tourism sector toward sustainable growth.
ASEAN ministers welcomed the increase in tourist arrivals during their meeting in Malaysia on 19 January, where they emphasized the importance of enhancing collaboration between member states and stakeholders, including the private sector, to achieve a more sustainable and resilient tourism sector.
Separately, on 20 January, ASEAN signed a memorandum of understanding (MOU) with United Nations Tourism to transform and establish Southeast Asia as “a destination for every dream.” By working with UN Tourism, ASEAN also seeks to advance its vision to develop a more sustainable tourism sector.
Sustaining the momentum
In their meeting, tourism ministers noted the sector’s importance to the regional economy. They urged stakeholders to advance the implementation of activities under the Post-COVID-19 Recovery Plan for ASEAN Tourism. The recovery plan focuses on five pillars:
- Support tourism businesses with recovery and adaptation.
- Enable safe and seamless restoration of intra-ASEAN and international travels.
- Ensure that recovery is underpinned by principles of sustainability and inclusivity.
- Re-invent tourism services to drive competitiveness.
- Prepare for long-term resilience and crisis preparedness.
In a media statement, the ministers noted that to sustain recovery, ASEAN member states are implementing more robust policies and initiatives, including relaxing visa application processes for international travelers and diversification of tourism offerings.
They welcomed various initiatives to strengthen the region’s competitiveness as a tourist destination, including the launch of a marketing campaign that leverages digital innovation to position Southeast Asia as a premier single tourism destination. The ministers encouraged the continued use of digital marketing strategies to engage global audiences, particularly young, tech-savvy travelers.
The ministers also emphasized the importance of fostering innovation-driven tourism to differentiate ASEAN destinations and provide communities with greater economic opportunities.
The ministers also noted that it is vital to standardize data for evaluating tourism performance to generate more accurate and comprehensive information related to the sector’s economic contributions.
They noted ongoing progress to promote the region for cruise tourism as they called for enhanced collaboration with private sector stakeholders to develop port infrastructure, design varied sailing itineraries, and market ASEAN as a hub for cruise tourism.
The ministers said plans to identify connectivity gaps in second- and third-tier tourism destinations and to launch joint promotions with the transport sector to boost international visitor arrivals and air passengers reflect ASEAN's commitment to enhancing regional connectivity and inclusivity in tourism.
Noting that 70% of the activities under the ASEAN Tourism Strategic Plan 2016–2025 have been completed, the ministers encouraged partners to work together to accelerate the implementation of the remaining activities this year. The plan envisions ASEAN as a quality destination that offers tourists diverse experiences.
The ministers also agreed to align the region’s tourism sectoral plan through 2030 with the priorities outlined in the ASEAN Economic Community Strategic Plan 2026–2030, which promotes a sustainable and resilient region through stronger cooperation.
Acknowledging the essential role of the private sector, the ministers encouraged greater engagement and collaboration to implement innovative and sustainable practices. They also highlighted the importance of leveraging public–private partnerships to mobilize resources and expertise for initiatives aligned with the Action Roadmap for Sustainable Tourism Development in ASEAN. The roadmap serves as a framework that promotes a cohesive and integrated approach to sustainable tourism development.
Advancing sustainable tourism
In the MOU with UN Tourism, ASEAN seeks to advance sustainable tourism practices and equip the region with the tools necessary to thrive in a post-pandemic world.
The deal lays out a robust framework for technical cooperation, focusing on tourism competitiveness, capacity building, and sustainability. By harnessing best practices and innovative solutions, the collaboration is expected to empower ASEAN member states to enhance the resilience and value of their tourism industries.
Key objectives of the partnership include the following:
- Enhancing Competitiveness. Developing strategies to elevate ASEAN’s profile as a premier travel destination while preserving regional identity.
- Capacity Building. Implementing training programs and workshops to equip stakeholders with the skills necessary to adapt to emerging trends.
- Promoting Sustainability and Inclusivity. Supporting environmental conservation and cultural preservation while ensuring that tourism benefits all communities, particularly marginalized groups.
The partnership also addresses the urgent need for resilience-building in the wake of COVID-19, prioritizing eco-friendly, community-centric travel experiences that bolster local economies.
It also represents a decisive step toward a future where ASEAN’s tourism potential is fully realized, promoting not only economic growth but also cultural exchange and regional harmony.