Vientiane, Laos, January 27, 2024 / TRAVELINDEX / The tourism ministers of the ten ASEAN member states met for the ASEAN Tourism Forum 2024 in Vientiane, the capital of Laos, and agreed to strengthen the region's global competitiveness by promoting high-quality, responsible and sustainable tourism practices.

According to Sudawan Wangsuphakijkosol, Thailand's Minister of Tourism and Sports, Thailand surpassed all other ASEAN countries in tourist numbers last year, welcoming over 28 million visitors – a remarkable increase of 154% compared to the previous year. She further stated that the number of foreign tourists in Thailand rose by 11.06 million to 28.09 million in 2023, representing a growth of 153.94% compared to 2022.

In contrast, Vietnam, another popular destination among ASEAN members, saw a significant increase in tourist numbers, with 12.06 million visitors in 2023, a rise of 344.2% compared to the 3.66 million visitors the previous year. Singapore welcomed 12.37 million visitors in 2023, a 130% increase from 5.37 million in 2022. Cambodia and the Philippines also experienced considerable growth, with increases in tourist numbers of 139.5% and 105.38% respectively compared to the previous year. Brunei welcomed 82,109 tourists in 2023, a remarkable increase of 345.61% compared to 18,426 the previous year.

In her speech, Ms. Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand (TAT), emphasized the importance of the ASEAN Tourism Forum as a central platform for promoting ASEAN tourism. She highlighted the various program elements of the event, including the meetings of the ASEAN tourism ministers, a tourism conference, press conferences by national tourism organizations, and the TRAVEX trade fair, which position ASEAN as a unique global travel destination.

Mr. Nithee Seeprae, Deputy Governor of the Tourism Authority of Thailand (TAT) for Marketing Communications, outlined the TAT's strategy to strengthen Thailand's image as a sustainable and responsible travel destination. He highlighted efforts to improve sustainability standards and leverage Thailand's cultural heritage to deliver enriching travel experiences.

The significant increase in tourist numbers in ASEAN countries in 2023 was attributed to the success of joint advertising campaigns by member states. The meeting also addressed the progress of the ASEAN Tourism Recovery Plan following the COVID-19 pandemic, noting that 60% of the measures outlined in the ASEAN Tourism Strategic Plan for the period 2016-2025 have been implemented or are in the process of being implemented.

The ASEAN Strategic Plan for Tourism underscores the commitment of member states to sustainable and inclusive tourism development, with the goal of transforming ASEAN into a high-quality destination offering diverse experiences by 2025. The meeting in Vientiane focused on measures to accelerate the recovery of the tourism sector and emphasized cooperation among member states.

Looking ahead, the next ASEAN Tourism Forum is scheduled for January 25 in Johor, Malaysia, under the theme "Unity in Motion: Shaping the Future of ASEAN Tourism." This meeting will further promote the development of the ASEAN tourism industry towards robust, responsible, and sustainable growth.