Tourism Industry in ASEAN: Possibilities and Challenges

Abstract

The Association of Southeast Asian Nations (ASEAN) has emerged as one of the most dynamic and fast-growing regions for tourism globally. With diverse cultures, natural landscapes, and rich histories, ASEAN countries collectively attract hundreds of millions of international visitors each year. This article explores the possibilities and challenges facing the tourism industry in ASEAN, specifically Thailand and Indonesia, considering economic integration, infrastructure development, environmental sustainability, and post-pandemic recovery. Recommendations for policy development and regional collaboration are also provided. Tourism is a significant driver of economic development in ASEAN, contributing around 12% to the region’s total GDP prior to the COVID-19 pandemic (ASEAN Secretariat, 2022). Countries such as Thailand, Indonesia, Vietnam, and Malaysia are key tourism destinations, attracting millions of international and domestic travelers annually. As ASEAN pursues deeper economic integration through the ASEAN Economic Community (AEC), tourism is identified as a strategic sector to promote inclusive growth, cultural exchange, and regional cohesion.