Studying the Greater Mekong Subregion Tourism Strategy 2030

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Si Thu Kyaw (MoHT)

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Studying the Greater Mekong Subregion Tourism Strategy 2030

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I recently had the opportunity to read the draft of the Greater Mekong Subregion (GMS) Tourism Strategy 2030, which was shared by a colleague. As Myanmar is both a member of the GMS and ASEAN, it is important to examine how the country’s tourism sector is positioned and projected in regional tourism reports. ASEAN itself has already published the ASEAN Tourism Strategic Plan (ATSP) 2016-2025.
These reports generally include:
• Situational Analysis of global tourism trends and transformations,
• An overview of the tourism sector within the GMS,
• SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats).
In the GMS Tourism Strategy 2030, the SWOT framework is presented as Strengths and Opportunities, Constraints and Threats. The report also outlines Strategic Directions, Implementation mechanisms, Financing, and Monitoring and Evaluation.
The GMS Tourism Strategy 2030 is aligned with the Sustainable Development Goals (SDGs) 2030, and sets out projections for tourism growth in each member country. The priority areas identified are:
• Economic Growth
• Job Creation
• Regional Cooperation
• Heritage Protection
• Improving Service Quality
The GMS comprises Cambodia, China (Yunnan and Guangxi provinces), Lao PDR, Myanmar, Thailand, and Vietnam. These countries are actively leveraging tourism to drive national economic growth. Hence, economic growth is listed as the foremost priority, followed by employment generation and stronger regional cooperation. Given the richness of cultural heritage across the region, heritage protection is also emphasized. Since tourism is a service-based industry, improving service quality is considered a critical priority.
When comparing tourism conditions across member states, Thailand and Yunnan (China) are destinations with very high tourist arrivals, while Cambodia and Lao PDR are emerging markets with growing momentum. Service quality tends to vary: in high-volume destinations, inconsistencies in service standards often occur, while in countries with lower arrivals, achieving international service benchmarks remains challenging. Thus, service quality enhancement is rightly prioritized.
Interestingly, while global tourism strategies highlight digital technology as a transformative factor, the GMS Tourism Strategy 2030 does not list technology as a priority area. Only Cambodia explicitly mentions Digital Transformation in its national projections, while other member states do not.
Tourist arrival projections for 2030 include:
• Cambodia: 11 million
• Lao PDR: 6.2 million
• Myanmar: 5 million
• Vietnam: 35 million
According to the Vietnam National Authority of Tourism (VNAT), Vietnam welcomed 17.5 million international visitors in 2024, and aims to double this figure by 2030. To achieve this, Vietnam has introduced visa exemptions (2025–2028) for travellers from 12 countries, including major European markets (Germany, UK, France, Italy, Spain, Russia, Denmark, Sweden, Norway, Finland) and Asian markets (Japan, South Korea). Vietnam also plans to position tourism as a leading economic sector, aspiring to become a globally recognized destination by 2045 and a tourism hub in the Asia-Pacific region.
Thailand, which received over 35 million international visitors in 2024, does not specify arrival targets in the GMS Strategy 2030. Instead, it focuses on maintaining its long-term reputation as a leading tourism destination.
For Myanmar, the projection is a minimum of 5 million international arrivals by 2030. However, the strategy emphasizes niche tourism rather than mass tourism. Niche tourism refers to specialized segments of travellers who visit destinations based on specific interests. These tourists are fewer in number but often higher in quality, spending more and travelling responsibly. Myanmar also aims to promote cross-border tourism and establish sister city partnerships within the GMS. This reflects a broader goal of strengthening intra-regional tourism promotion and cooperation with fellow member states.
The GMS also envisions the concept of “Six Countries, One Destination”, positioning the subregion as a unified tourism area. Similarly, ASEAN promotes “ASEAN as a Single Destination”, encouraging collective tourism promotion and seamless connectivity among member states.
The GMS Tourism Strategy 2030 identifies four Strategic Directions:
1. Establishing sustainable tourism destinations
2. Developing human resources
3. Strengthening cooperation
4. Enhancing destination marketing
Overall, the GMS Tourism Strategy 2030 is a collaborative framework designed to foster tourism growth across member countries. It aims to build a strong regional tourism market by 2030, while enhancing global competitiveness. Tourism is expected to contribute significantly to regional economic development and support the achievement of the Sustainable Development Goals (SDGs).
Conclusion
The GMS Tourism Strategy 2030 envisions a sustainable tourism sector that protects natural and cultural heritage, promotes socioeconomic development, and strengthens regional cooperation. It is a long-term roadmap for building a resilient and competitive tourism industry in the Greater Mekong Subregion.

gnlm

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