With just over a week till the 2026 ASEAN Tourism Forum (ATF) in the Philippine province of Cebu, the eyes of the world turn to Southeast Asia, one of the most dynamic regions for travel and tourism.
While there was a major drop in tourism numbers thanks to the pandemic, global travellers are returning to the region in droves…but not necessarily for the same reasons as before 2020.
Indeed, the Southeast Asian tourism scene is evolving from the purely hedonistic / backpacker-centric vibe that so characterised the period from the late ‘90s to well into the 2010s, to a more luxurious yet sustainability-driven one that calls for quality, immersion, and authenticity.
Southeast Asia’s shift to quality tourism
To sum up the driving force that is sweeping through the sub-region in a single word: quality.
Yes, travellers are veering away from the cheap and fast getaways in favour of more meaningful, immersive experiences that allow them to gain a better understanding of a destination, its people, and the culture that sets it apart from its regional and global neighbours.
The framework for the ongoing evolution of tourism in Southeast Asia was initially outlined in 2012 via the ASEAN Strategic Tourism Plan 2016 - 2025 whose mission statement declares:
“By 2025, ASEAN will be a quality tourism destination offering a unique, diverse ASEAN experience, and will be committed to responsible, sustainable, inclusive and balanced tourism development, so as to contribute significantly to the socioeconomic well-being of ASEAN people.”
This was later explored, particularly in the context of using technologies to drive towards quality tourism, in the study Digitalization and AI: Catalysts for Quality Tourism in Southeast Asia conducted by the Expedia Group via the Asian Development Bank’s South East Asia Development Solutions (ADB-SEADS).
Expedia head of public policy, government, and corporate affairs Mohammad Matin Mohdari pointed out that quality tourism is not strictly limited to the concept of luxury travel.
As he puts it:
“ [Quality tourism] takes into consideration several other factors that contribute toward a nuanced, multi-dimensional vision of sustainable growth. However, countries must establish a shared understanding of what ‘quality tourism’ means within their specific context to ensure that it aligns with their national priorities, distinct value propositions, and unique operating environments.”
In the Southeast Asian context, quality tourism centres on three dimensions:
Economic growth which establishes tourism as a key and efficient economic driver for a country’s development, contributing towards resilient and equitable growth across communities;
Productivity and job creation to enhance sector productivity to create good, higher-value, and dignified jobs for local workers; and
Sustainable development which calls for supporting initiatives for environmental preservation and cultural heritage, including fostering responsible tourism and inclusive travel whilst advancing sustainable development goals.
Who’s at the forefront of quality tourism in the region?
The thing to keep in mind regarding quality tourism is that it takes travellers off the beaten path, it offers a more sustainable alternative to the usual tourist destinations, it enables travellers to immerse themselves into the culture and customs of a destination without the experience becoming too commercial or feeling contrived, and it benefits both the environment and local residents in myriad ways.
The Nam Et-Phou Louey National Park in Ban That Hium, Laos is one such destination that exemplifies the ethos of quality tourism.
Spanning over 5,000sqkm, three provinces, and 100 villages, the park is one of the largest nature reserves in Laos and serves as more than just another wildlife sanctuary.
Indeed, Nam Et-Phou Louey serves as a living and immersive classroom for both local and global travellers who seek to know more about Laos and its people.
By doing so, it doesn’t just heighten awareness regarding endangered flora and fauna, but also supports the livelihood of eight of Laos’ 50 ethnic groups, many of whom were reduced to subsistence living prior to the park’s designation as a nature preserve.
Another initiative that centres on quality tourism is Indonesia’s Desa WIsata (tourism villages) programme where whole communities are involved in offering immersive cultural and ecological experiences, blending local life with tourism, whilst focusing on sustainability and community empowerment.
To date, the roster features the villages of Penglipuran and Pemuteran in Bali, Nglanggeran and Pentingsari in Yogyakarta, and Tamansari in Bangyuwanggi, all of which highlight immersive cultural experiences that enable travellers to know the locals’ way of life, understand their traditions, and keep local craft traditions from dying out through thriving cottage industries.
Villages covered by the Desa Wisata programme are supported by the Ministry of Tourism and Creative Economy (Kemenparekraf) which promotes them through various developmental initiatives, offering incentives and awards to the best-performing locations.
By doing so, Indonesia is able to offer tourists a more meaningful journey that takes them away from the usual destinations to see and feel for themselves the richness of the country’s cultural and natural wonders.
Moving forward
In an industry where travellers are seeking better, more meaningful experiences, how is Southeast Asia working to maintain a lead?
Sustainable urban and destination management is one of the key factors: especially in smaller, highly urbanised countries like Singapore, approaches need to take into consideration the needs of both locals and guests.
In Singapore’s case, this entailed an integrated approach to urban management, especially with regard to public transportation, as well as the integration of tourism into national growth plans and strategies.
It isn’t just for cities, of course: sustainable destination management also takes into consideration the whole range of tourism sites from cultural heritage areas, designated wildlife / nature reserves, and even beach destinations known as prime diving areas thanks to ample marine life.
Another aspect to take into consideration is private-public partnerships where related government agencies and tourism boards enter collaborative partnerships with airlines, OTAs, and even cause-oriented groups to delineate relevant strategies and ensure their proper implementation.
This collaborative approach, especially among regional neighbours, could lead to better quality experiences for global guests, enticing them to come back to Southeast Asia for more.
