The Mekong region, cradle of priceless cultural and natural wealth, is about to take a decisive step forward in its tourism development. China, Thailand, Vietnam and Cambodia have just announced a strategic alliance with Mekong Tourism and the Agoda global platform to propel the sector into a resolutely digital future. The aim of this initiative is to use digital tools to transform travellers' experiences and boost local appeal.

The Greater Mekong Subregion (GMS), comprising Cambodia, the Lao People's Democratic Republic, Myanmar, the People's Republic of China, Thailand, and Vietnam, is at a critical juncture in its tourism development.

The recent capture of multiple Mekong giant catfish, one of the largest and rarest freshwater fish in the world, has marked a significant...