JOHOR BAHRU, Malaysia – Thailand is accelerating ASEAN tourism cooperation following the 28th ASEAN Tourism Ministers’ Meeting in Johor Bahru, Malaysia, where the country was represented by Tourism and Sports Minister Sarawong Thienthong. The meeting assessed progress on the ASEAN Tourism Strategic Plan 2016–2025, which has achieved over 70% of its projects, and reaffirmed the collective goal of establishing ASEAN as a global tourism hub. Thailand outlined plans to enhance regional tourism connectivity by facilitating cross-border travel and promoting diverse destinations across ASEAN.
At the 24th ASEAN Plus Three Tourism Ministers’ Meeting, Thailand highlighted agreements with China, Japan, and South Korea. A visa waiver program with China brought over 6.7 million Chinese tourists to Thailand in 2024, the largest group of foreign arrivals. Japanese travelers now enjoy visa-free access for up to 30 days, and visa exemptions have been extended to 93 countries for tourism, business, and short-term work. The meeting also emphasized professional training for tourism workers and strengthening youth collaboration networks across the region.
Bilateral and multilateral partnerships are Thailand’s primary focus. Discussions with Singapore advanced plans for the second Thailand-Singapore Cruise Tourism Task Force Meeting in February 2025, while a new agreement with the Philippines aims to improve marketing, human resource development, and best practice exchanges. Talks with the U.S.-ASEAN Business Council reinforced Thailand’s commitment to investment-friendly tourism policies, such as rebates for foreign film productions. Indian tourist arrivals rose by 30.73% in 2024 after Thailand waived visa requirements, with further collaborations proposed at the ASEAN-India Tourism Ministers’ Meeting to enhance air connectivity and promote sustainable tourism.
Thailand is also deepening ties with Russia and Malaysia. In 2024, visa exemptions brought 1.74 million Russian tourists to Thailand. At the 4th ASEAN-Russia Tourism Ministers’ Meeting, Thailand proposed using influencers to promote secondary destinations and boost tourist flows. Meanwhile, discussions with Malaysia placed emphasis on increasing overnight stays to generate more revenue, with Thailand set to host the first Thailand-Malaysia Tourism Working Group Meeting in early 2025 to strengthen cooperation. (NNT)
