Tourism & Feature: 2030 Tourism Strategy for the Greater Mekong Subregion

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.

With a rich cultural heritage and promising economic potential, the subregion envisions a future where tourism will serve as a catalyst for growth and prosperity, with integrated sustainability and inclusiveness.

The newly unveiled GMS Tourism Strategy 2030 sets out an ambitious path to capitalize on these opportunities while addressing the urgent challenges of the post-pandemic era.

A tourism landscape undergoing a renaissance

Tourism in the GMS has long been a vital economic and social pillar, closely linked to the region's three fundamental pillars: community, connectivity, and competitiveness. In 2023, the subregion welcomed 52 million international visitors, and projections for 2024 indicate a full recovery, even surpassing the peak of 87 million arrivals recorded before the COVID-19 pandemic. Intra-MEC tourism accounted for 9.5 million travelers in 2023, underscoring the growing importance of regional mobility and integration.

This recovery is expected to fuel a tourism economy generating approximately $200 billion annually by 2030, reflecting strong demand and the subregion's growing appeal on the global tourism map.

However, this rapid growth also highlights critical sustainability and inclusion challenges that must be addressed to ensure long-term benefits.

Challenges ahead

Despite a promising recovery, tourism in the MGC region faces multiple obstacles. Overcrowding at tourist destinations is straining local infrastructure and natural resources, while climate change and environmental degradation threaten the very assets that attract visitors.

Infrastructure deficits, particularly in secondary and border destinations, hinder the equitable development of tourism across the subregion.

In addition, digital skills gaps and uneven service quality undermine competitiveness in an increasingly technology-driven global market. Fragmented tourism management and marketing further complicate the ability to present a coherent image of the MGC to international travelers. Addressing these issues is essential to promote inclusive business opportunities and protect the subregion's diverse tourism assets.

Strategic vision and guiding principles

The GMS Tourism Strategy 2030 aligns with the Strategic Framework 2030 of the GMS Economic Cooperation Program, which emphasizes a more integrated, prosperous, sustainable, and inclusive subregion. The strategy is organized around four strategic directions designed to effectively channel resources:

1. Building sustainable destinations

2. Developing human capital

3. Strengthening stakeholder engagement

4. Improving destination marketing

These priorities reflect a holistic approach to tourism development that balances economic growth, environmental management, and social inclusion.

Building sustainable destinations

Sustainability is at the heart of the strategy. Investments should focus on climate-resilient infrastructure, particularly transport networks connecting secondary and border areas, which are often neglected but rich in tourism potential.

Green urban infrastructure and universal accessibility initiatives will ensure that tourism development benefits all segments of society while minimizing the environmental footprint.

The implementation of regional tourism standards will help harmonize quality and sustainability criteria across countries, promoting a unified approach to destination management. This is essential to manage “overtourism” and preserve the subregion’s unique cultural and natural heritage.

Develop human capital

A skilled and diverse workforce is essential for competitive and resilient tourism.

The strategy prioritizes strengthening the management capacities and digital skills of workers in the public and private tourism sectors. Vocational training and education tailored to the needs of the industry will be developed to train talent and promote workforce diversification, including gender equality and youth employment.

This human capital development will empower local communities, improve service quality, and stimulate innovation in tourism products and experiences.

Strengthening stakeholder engagement

Effective tourism governance requires strong public-private partnerships and collaboration between different stakeholders. The strategy calls for deeper engagement between governments, industry stakeholders, civil society, and local communities. Improving crisis communication mechanisms will strengthen resilience to future disruptions.

Visa liberalization and facilitation are also highlighted to ease travel within the subregion, which will boost connectivity and visitor flows. The well-established Mekong Tourism Forum and other knowledge platforms will continue to serve as key venues for dialogue and cooperation.

Strengthen destination marketing

To attract travelers from around the world, the GMS aims to create high-quality, multinational tourism experiences that leverage the subregion's diverse offerings. Strengthened destination marketing efforts will highlight integrated tourist itineraries, cultural richness, and natural wonders, positioning the GMS as an attractive and cohesive tourism brand.

Digital marketing and data-driven strategies will be used to target new types of travelers and niche markets to ensure relevance in a competitive global environment.

Alignment with global and regional priorities

The GMS Tourism Strategy for 2030 has not been developed in isolation. It aligns with the Sustainable Development Goals (SDGs) and the ASEAN pillars of sustainable tourism, which include social inclusion, job creation, poverty reduction, environmental protection, cultural diversity, mutual understanding, and health and safety.

This alignment ensures that tourism growth contributes significantly to broader development goals, thereby improving the quality of life of communities in the subregion.

Implementation and financing

The strategy builds on the solid foundations of previous MGC tourism cooperation, which since 2005 has advanced human resource development, infrastructure, cultural heritage protection, gender equality, and travel facilitation. The 2025-2030 phase will accelerate these efforts, with a particular focus on resilient, sustainable, and high-yield tourism, as well as the development of secondary destinations.

An implementation framework involving the GMS Tourism Working Group and the Mekong Tourism Coordinating Unit will oversee progress, supported by indicative cost estimates and financing plans. Monitoring and reporting mechanisms will ensure accountability and adaptive management.

A vision for the future

The Greater Mekong subregion is poised to transform its tourism sector into a model of sustainable, inclusive, and integrated development. By addressing current challenges through innovative strategies and collaborative governance, the GMS can unlock immense economic potential while preserving its invaluable cultural and natural heritage for future generations.

This journey requires the commitment of all stakeholders—governments, the private sector, communities, and travelers—to adhere to a shared vision in which tourism is a driver of prosperity, environmental stewardship, and social harmony.

In essence, the GMS Tourism Strategy 2030 offers a comprehensive roadmap for navigating the complexities of modern tourism, ensuring that the region's unique charms continue to inspire and benefit all who engage with it.

Download the full report (in English)

GMS TOURISM_2MAY2025_Ebook Final.pdf

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