Members of the Association of Southeast Asian Nations (ASEAN) welcomed over 123 million foreign tourists last year, marking a 30.6% increase over 2023. This surge in arrivals is attributed to enhanced travel incentives, relaxed visa regulations, and the broader adoption of tourism products.

The count for 2024 was revealed at the recent ASEAN Tourism Forum in Johor Baru, Malaysia.

Cooperation for Mutual Benefits

During the forum, tourism ministers emphasized the importance of enhancing ASEAN tourism cooperation through joint activities in Southeast Asia and each member nation.

Strategies introduced include participation in initiatives like ASEAN-China Tourism 2025 and ASEAN-India Tourism 2025. A review of previous initiatives from 2016 to 2025 also laid groundwork for the next strategic plan covering 2026 to 2030, focusing on responsible tourism and sustainability.

This revised strategy emphasizes participation and adaptability in the face of evolving tourism sectors.