In an era when sustainability has become more than a buzzword, six Southeast Asian nations have chosen unity over fragmentation, forward motion over foot-dragging, and vision over vagueness. The Mekong countries have just unwrapped a fresh and rather fearless blueprint for the region’s tourism future—and by all accounts, it’s a game-changer.

Unveiled with considerable ceremony at the 2025 Mekong Tourism Forum in the postcard-perfect town of Luang Prabang, the final draft of the Greater Mekong Subregion (GMS) Tourism Strategy 2030 was welcomed by over 230 delegates from 20 countries, including ministers, travel professionals, civil society leaders, and the world’s ever-curious press corps.

The timing couldn’t be more apt with regional tourism bouncing back like a rubber ball flung from Vientiane to Hanoi. And make no mistake—this is no puffed-up policy document gathering dust in a drawer. The GMS Tourism Strategy 2030 is a boots-on-the-ground, wheels-on-the-tarmac action plan designed to make Mekong tourism more sustainable, inclusive and, as the youth might say, future-fit.

“This isn’t just another strategy,” said Suvimol Thanasarakij, the refreshingly plain-speaking Executive Director of the Mekong Tourism Coordinating Office (MTCO). “It’s a practical roadmap with a shared vision for the region. It reflects our collective commitment to tackling the big challenges—climate, capacity, connectivity—and unlocking the full potential of tourism to benefit local communities, businesses and travellers alike.”

Indeed, the six countries involved—Cambodia, China (specifically Yunnan and Guangxi), Laos, Myanmar, Thailand, and Vietnam—have chosen to emphasise secondary destinations, cross-border collaboration, and what the officials call “human capital development.” In layman’s terms, this means less overtourism in the usual hotspots and more investment in places the travel brochures have missed, at least until now.

The strategy, cooked up over countless workshops, emails, and more late-night sticky rice than anyone’s willing to admit, was co-developed by the GMS Tourism Working Group with guidance from the GMS Economic Cooperation Program. It’s also generously seasoned with insight from development partners and private-sector stakeholders—those rare creatures who must implement it.

Among the standout features of the strategy:

• Sustainable Destinations: Building travel experiences that are kinder to the environment and more beneficial to residents. Think bamboo straws over plastic, and homestays over mega-resorts.

• Human Capital: Upskilling the tourism workforce, from guides to government officials, so they’re not only job-ready, but future-ready.

• Engagement & Empowerment: A focus on inclusion—especially for women, youth, and marginalised communities—because tourism shouldn’t be a party for the privileged few.

• Regional Branding: A reinvigorated marketing push to position the GMS as a single, vibrant tourism entity rather than a scattered jumble of countries with complicated visas.

And nodding to the modern traveller’s tech-savviness, the strategy weaves in digital transformation like a Laotian silk artisan—thread by thread, platform by platform.

The mood in Luang Prabang was unmistakably upbeat, as delegates gathered under the Forum’s theme: “United Journey—Stronger Together.” Judging by the sheer number of bilateral coffees, impromptu panel discussions, and WhatsApp contact exchanges, it wasn’t just talk.

Backed by encouraging numbers—international arrivals surpassed 69 million in 2024, and intra-GMS trips topped 9.5 million in 2023—the region is bouncing back and springboarding ahead. If all goes to plan, the visitor economy could hit a whopping USD 200 billion annually by 2030, according to the World Travel & Tourism Council.

But there’s work to be done. The region’s stunning rivers, jungles, and temples are also delicate. Tourism growth must be balanced with the burden it places on natural resources and cultural heritage. And, of course, there are political and infrastructure issues that even the slickest forum can’t solve overnight.

Still, the consensus is clear: the Greater Mekong isn’t just thinking ahead—it’s moving as one.

So, whether it’s the dawn mist on the Mekong, the midnight noodles in Chiang Rai, or a slow boat between Siem Reap and Don Det, there’s a shared optimism in the air—and not just from the aroma of fish sauce and lemongrass. As they say in these parts, the future is taking shape with both feet on the ground and eyes firmly on the horizon.

By Kanda Limw

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