Thailand, Vietnam and Malaysia unveil bold 2026 tourism push

Southeast Asia is gearing up for a major transformation in tourism, as Thailand, Vietnam and Malaysia join forces with a suite of new initiatives aimed at repositioning the region’s travel sector for 2026 and beyond.

At the centre is Thailand’s “New Thailand” vision, which shifts focus away from mass tourism toward sustainability, cultural immersion and wellness experiences. Among changes: development of “green cities,” emphasis on eco-tourism and accessible travel for all, including visitors with disabilities.

Vietnam is charting its own path by promoting medical and wellness tourism - combining healthcare services with travel packages. This strategy also includes a new long-stay or “golden visa” offering for long-term tourists, investors, and professionals, making the country an attractive destination not only for short vacations but for extended stays.

Meanwhile Malaysia is launching its “Visit Malaysia 2026” campaign, which will highlight rural travel, ecology-focused destinations, cultural immersion in indigenous communities, and authentic local experiences far from crowded urban hubs or popular beach resorts.

Beyond individual national plans, the three countries and their regional partners under the umbrella of ASEAN Tourism Association (ASEANTA) are working toward deeper cooperation and integrated travel experiences.

This includes promoting multi-destination itineraries across Southeast Asia, boosting cross-border connectivity, and aligning tourism infrastructure and sustainability standards. The collaborative push aims to make travel across the region smoother and more attractive for global tourists.

As 2026 approaches, the region seems poised for a “new era” of tourism: one that prioritizes responsible travel, high-value visitors seeking meaningful cultural or wellness experiences, and flexible multi-destination journeys. The combined strategies from Thailand, Vietnam and Malaysia - coupled with regional cooperation - could significantly reshape how Southeast Asia is perceived and experienced by international travellers in the coming years.

Multi-country sustainable-tourism strategies at ASEAN scale reshape what hospitality, transport and destination operators across the region need to build - certification, carbon accounting, community engagement. Our impact-assessment and nature-based-solutions teams help clients evaluate sustainable-tourism positioning and impact-linked disclosure.