New GMS Tourism Strategy 2030 Unveiled at MTF 2025

Officially unveiled at the Mekong Tourism Forum (MTF) 2025, the final draft of the Greater Mekong Subregion (GMS) Tourism Strategy 2030 is now being prepared for publication and will be available for download at www.mekongtourism.org by mid-July.

The GMS comprises Cambodia, China’s Yunnan Province, Guangxi Zhuang Autonomous Region, Laos, Myanmar, Thailand, and Vietnam. These countries welcomed over 69 million international arrivals in 2024, indicating a robust recovery towards pre-pandemic levels. Intra-GMS travel accounted for approximately 9.5 million trips in 2023.

The GMS Tourism Strategy 2030 was collaboratively developed by the GMS Tourism Working Group and the Mekong Tourism Coordinating Office (MTCO), with support from the GMS Economic Cooperation Program.

Suvimol Thanasarakij, MTCO’s executive director, stated that the strategy aims to drive high-quality sustainable tourism development, foster regional cooperation, and accelerate the growth of secondary destinations within the GMS. The focus will be on building sustainable destinations, enhancing human capital, and improving regional marketing strategies.

In development since late 2023, the GMS Tourism Strategy 2030 will guide regional tourism cooperation for the next five years, succeeding the GMS Tourism Sector Strategy (2016-2025).

“The new 2030 strategy builds on the solid foundation laid by previous strategies, but updates it to better address today’s realities — like climate challenges, digital advancements, and the necessity for more inclusive and resilient growth,” said Suvimol.

“The 2030 strategy emphasizes developing secondary destinations and enhancing connectivity, ensuring tourism benefits are not solely concentrated in major cities. It integrates climate action and digital transformation comprehensively. Furthermore, it is focused on making tourism more inclusive by supporting traditionally marginalized groups such as women and youth.”

“An essential part of this strategy is promoting regional marketing, including multi-country travel experiences, alongside bolstering public-private partnerships and improving collaboration among stakeholders at all levels.”

The strategy emerged from extensive stakeholder consultations in tourism and related sectors, engaging closely with GMS member countries, tour operators, tourism associations, NGOs, academia, media, and international organizations throughout 2023 and 2024.

“Many common themes were highlighted, including the urgent need to enhance digital and marketing skills, improve infrastructure, address sustainability and overtourism concerns, and increase private sector involvement. Workforce challenges and the need for upskilling and reskilling were also particularly noted, particularly in light of post-COVID recovery,” mentioned Suvimol.

MTF 2025 was hosted by Laos in the UNESCO World Heritage City of Luang Prabang, from June 25-27, 2025, under the theme “United Journey - Stronger Together.” Held at Pullman Luang Prabang, the forum attracted 230 delegates from 92 organizations across 20 countries, including government agencies, tourism businesses, development partners, civil society organizations, and media representatives.

The event emphasized cross-border collaboration in tourism planning and development, showcasing the power of partnership in shaping the region’s tourism future.

Suvimol expressed her enthusiasm:

“It was invigorating to witness the GMS tourism community coming together not just to celebrate our achievements, but to collaboratively shape a more sustainable and inclusive future for travel in the Mekong.”

Special sessions at MTF 2025 took place ‘on the ground’ relevant to the themes, such as an ecotourism discussion by the river during an eco-resort setting and an agrotourism panel hosted in a rice field.

For the first time, MTF 2025 also featured a GMS tourism private sector workshop, where representatives from travel and tour guide associations exchanged insights, discussed challenges, and enhanced cooperation efforts.