ASEAN's rich cultural heritage and diverse tourism attractions make the region a premier destination for travelers seeking authentic experiences. Photo credit: Asian Development Bank.
By blending heritage with modernity, Southeast Asia is strengthening its diverse and unique tourism offerings while enhancing sustainability.
“Growth alone is not enough. We must ensure that our tourism sector is sustainable— protecting our environment, rich biodiversity, and cultural heritage for generations to come,” said ASEAN Secretary-General Kao Kim Hourn in his opening remarks at the ASEAN tourism ministers’ retreat in Melaka, Malaysia on 29 September.
Kao said technology and innovation play a key role in ensuring a sustainable and resilient tourism industry. “By embracing innovation, AI, and digital transformation, ASEAN can remain competitive and ensure our tourism sector continues to be a vital engine of growth.”
“Artificial Intelligence, digital platforms, and new technologies are reshaping the way the world travels. For ASEAN, they offer the chance to enhance destination management, create seamless visitor experiences, and support our small and medium enterprises,” he said. “The use of digital tools in ASEAN is helping to encourage tourism regionally while also providing commercial safeguarding for community-based industries.”
Protecting tourism assets
Kao cited the online platform that ASEAN launched early this year in collaboration with the World Intellectual Property Organization (WIPO). It highlights products and services that have a specific geographical origin in ASEAN and that define the cultural heritage and identity of ASEAN destinations. These include cultural landmarks, arts and crafts, gastronomy, and traditional knowledge.
The platform showcases 10 tourism products, services, and attractions with geographical indication (GI) certification. These are the Empire Brunei (Brunei Darussalam), Kampot Pepper (Cambodia), Plataran Indonesia (Indonesia), Luang Prabang Silk (Lao People’s Democratic Republic), Petronas Twin Towers (Malaysia), Bagan (Myanmar), T’nalak Textiles (Philippines), Gardens by the Bay (Singapore), ONE Championship (Thailand), and Hà Giang Shan Tuyết Tea (Viet Nam).
During its launch, ASEAN said: “By promoting GI products and cultural heritage as unique selling points, ASEAN positions itself as a premier destination for travelers seeking authentic experiences, while fostering sustainable livelihoods for artisans, farmers, and creative entrepreneurs. It reflects ASEAN’s commitment to leveraging its rich cultural diversity and creativity to develop unique and sustainable tourism experiences.”
Safe and seamless travel
Melaka also hosted the World Tourism Conference 2025 last month. In a special address at the conference, the ASEAN Secretary-General said “ASEAN is harmonizing protocols, strengthening preparedness, and embracing digital tools—from smart applications to big-data analytics. Thailand’s use of digital platforms to manage visitor flows at heritage sites and Malaysia’s adoption of AI-driven analytics show how innovation can make tourism both safer and smarter. By enhancing regional connectivity and making travel seamless, we can remain competitive, safe, and attractive.”
At the tourism ministers’ retreat, Kao also talked about the regional bloc’s progress in enabling cross-border digital payments, making travel in ASEAN “more convenient and secure.” He said there are now 26 bilateral QR payment and peer-to-peer fund transfer linkages in operation within ASEAN and with key partners.
Connected QR code systems include Cambodia’s KHQR, Indonesia’s QRIS, Lao PDR’s Lao QR, Malaysia’s DuitNow, the Philippines’s QR Ph, Singapore’s PayNow, Thailand’s PromptPay, and Viet Nam’s VietQR.
“Tourism cannot be developed in isolation. Its success is closely linked with transport, environment, finance, and culture, to name a few. Stronger cross-sectoral linkages are therefore essential if we are to deliver integrated solutions that serve both visitors and local communities,” said Kao.
“Smart tourism illustrates this well. By combining technology with sustainability and cultural authenticity, smart tourism enhances the visitor experience while safeguarding our natural and cultural heritage. It is an approach that is forward-looking, practical, and deeply aligned with our theme of sustainable, inclusive, and resilient development,” he said.