In a bold step toward reshaping Southeast Asia’s travel and tourism landscape, Trip.com Group, a global travel services giant, has cemented its role as a driving force behind the sector’s recovery and long-term prosperity. The announcement came following high-level discussions between CEO Jane Sun and influential leaders at the 2025 World Economic Forum (WEF) Annual Meeting. These conversations underscored Trip.com Group’s unwavering commitment to positioning ASEAN as a global tourism powerhouse.
Jane Sun’s engagements included strategic dialogues with Dr Kao Kim Hourn, Secretary-General of ASEAN; Malaysia’s Prime Minister Anwar Ibrahim; Singapore’s Deputy Prime Minister Gan Kim Yong; and Thailand’s Prime Minister Paethongtarn Shinawatra. The collaboration reflects a shared vision to restore pre-pandemic tourism levels and propel the region to new heights of economic and cultural significance.
Southeast Asia’s Resurgence: A Promising Horizon
The ASEAN tourism sector has made impressive strides toward recovery, recording over 123 million visitors in 2024—an increase of 30.6% from 2023, as highlighted by the 28th ASEAN Tourism Ministers Meeting. With tourism contributing over 11.7% of the region’s GDP by 2034, the industry’s economic impact is projected to soar to $300 billion annually, supporting 56.55 million jobs across ASEAN nations, according to World Travel & Tourism Council (WTTC) estimates.
In a pivotal meeting with Dr. Kao Kim Hourn, Ms. Sun emphasized the untapped potential of Southeast Asia’s travel market. Discussions centred on advancing shared sustainability goals, cultural promotion, and community empowerment. Dr Kao highlighted ongoing projects, including transformative infrastructure upgrades and airport developments, which aim to bolster the region’s connectivity and accessibility.
“ASEAN is positioning itself as a premier quality tourism destination,” said Dr. Kao. “This vision not only fosters economic growth but also deepens cross-cultural connections. We are thrilled to partner with Trip.com Group to realize this ambition.”
Trip.com Group’s Vision for ASEAN Tourism
At the heart of Trip.com Group’s strategy is a focus on innovation and inclusivity. Ms. Sun reinforced this vision, stating, “With increasing flight capacities and the expansion of visa-free travel policies, we expect robust growth in travel demand. Trip.com Group is committed to showcasing the rich cultural heritage and natural beauty of Southeast Asia while empowering local communities to thrive.”
The company’s initiatives, including the “Trip.Best Global and Asia 100” rankings, have already spotlighted the region’s world-class hotels, culinary experiences, and nightlife. These rankings are designed to inspire travellers and elevate Southeast Asia as a top-tier global destination.
Trip.com Group has also embraced the rising trend of entertainment travel. High-profile events like Mandopop star Jay Chou’s tour and K-pop sensation Stray Kids’ concerts have driven significant booking spikes through Trip.com’s “Events & Shows” platform. These targeted offerings cater to evolving traveller preferences and position Southeast Asia as a vibrant hub for cultural and entertainment tourism.
Driving Growth Through Partnerships and Innovation
Over the past year, Trip.com Group has strengthened its partnerships with regional governments, businesses, and cultural organizations to accelerate tourism recovery. In 2024, intra-regional travel flourished, with Thailand, Malaysia, and the Philippines leading the charge on the Trip.com platform. China and Korea emerged as top source markets, underscoring the region’s growing appeal to international travellers.
Trip.com Group anticipates a booking surge for the Chinese New Year, with attractions like Universal Studios Singapore and Kuala Lumpur’s Hop-On Hop-Off Bus Tour among the most sought-after experiences.
Beyond tourism, Trip.com Group has committed to advancing sustainability and resilience. The ASEAN Tourism Strategic Plan 2026-2030 prioritizes eco-friendly initiatives and community-driven projects to ensure that tourism growth is both inclusive and environmentally responsible.
$300 Billion Potential: A Transformational Decade Ahead
The stakes are high as ASEAN prepares to launch its Tourism Sectoral Plan for 2026-2030. The region aims to achieve unprecedented economic value while creating over 14 million new jobs by 2034. The key to this transformation will be partnerships forged by Trip.com Group, bridging the gap between technological innovation, government policy, and traveller engagement.
Dr. Kao and Ms. Sun’s discussions at WEF 2025 underscored the critical need for collaboration to unlock ASEAN’s tourism potential. From infrastructure upgrades to digital tools that personalize travel experiences, these initiatives promise to drive the next wave of growth.
Inspiring Confidence in the Future of ASEAN Tourism
Trip.com Group’s bold vision and unwavering support for ASEAN underscore its status as a leader in global travel innovation. By aligning with regional leaders and leveraging its platform’s reach of over 400 million users, Trip.com is poised to catalyze growth, create jobs, and elevate the region’s standing on the world stage.
Southeast Asia is well-positioned to emerge as a model of resilience, sustainability, and cultural richness as the tourism sector rebounds and evolves. With stakeholders like Trip.com Group at the helm, ASEAN tourism’s future is promising and transformative.
Written by: Kanda Limw