ASEAN for Business Bulletin - Navigating Our Tourism Future, Together

The latest ASEAN for Business Bulletin - Second Edition 2026 highlights important developments shaping the future of tourism across Southeast Asia. This edition focuses on key outcomes from the ASEAN Tourism Forum 2026, where tourism ministers, senior officials, private-sector leaders, and international partners gathered to discuss the next phase of ASEAN’s tourism growth.

As global travel demand continues to rebound, ASEAN is moving beyond recovery toward long-term strategic development. Discussions at the forum emphasized the region’s ambition to position itself as a single, high-quality tourism destination, supported by stronger regional cooperation and deeper public–private collaboration.

Tourism remains a key pillar of ASEAN’s economy. In 2024, the sector contributed 9.7% of the region’s GDP, approximately USD 379 billion and supported around 42 million jobs. At the same time, ASEAN welcomed approximately 147 million international visitors in 2025, reflecting the region’s continued resilience and global competitiveness as a tourism destination.

The bulletin also highlights the launch of two important regional frameworks: the ASEAN Tourism Sectoral Plan 2026-2030 and the ASEAN Tourism Marketing Strategy 2026-2030. These initiatives aim to strengthen tourism resilience, support workforce development, enhance seamless travel and digital innovation, diversify tourism products and markets, and promote sustainability across the sector.

For businesses, these developments signal expanding opportunities in tourism investment, digital innovation, and cross-border partnerships. With projections suggesting ASEAN could welcome around 201 million international visitors by 2030, the region’s tourism sector continues to offer strong growth potential for companies seeking to engage with Southeast Asia’s dynamic markets.

Download the full bulletin below:

ASEAN for Business Bulletin - Second Edition, 2026.pdf

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