Mid-Year Magic: Mekong Tourism Gains Ground in 2025

Momentum Builds in the Greater Mekong Subregion

Now that we’ve crossed the halfway mark of 2025, the tourism outlook for the Greater Mekong Subregion (GMS) is undeniably optimistic. After years of uncertainty and adaptation, countries across the Mekong are now reporting consistent growth in both international arrivals and tourism revenue, marking a solid trajectory of recovery and revitalisation.

This upward trend is more than just numbers—it’s a sign of a region reconnecting with the world, embracing transformation, and building a more sustainable and inclusive tourism model for the future.

 

Vietnam: A Strong Domestic Base Fuels Growth

Vietnam continues to cement its place as one of Asia’s most dynamic destinations. From January to June 2025, the country welcomed 10.7 million international visitors, an impressive show of strength backed by robust domestic travel. Revenue from tourism during this period reached an estimated USD 15.6 billion, driven by improvements in infrastructure, marketing efforts, and a diverse offering of cultural, natural, and urban experiences.

With a strong digital presence and targeted campaigns, Vietnam is blending tradition and innovation to attract a new generation of global travellers.

 

Thailand: Long-Haul Focus Pays Off

Thailand remains a regional powerhouse in tourism, having attracted more than 16 million international visitors in the first half of the year. The strategy to focus on high-value, long-haul markets has paid off, bringing in over USD 23 billion in tourism-related revenue.

Beyond the numbers, Thailand’s success reflects its efforts to elevate the quality of its tourism offerings—be it through wellness travel, responsible tourism, or heritage-rich experiences. The country is not just bouncing back; it’s redefining what post-pandemic travel can look like in Southeast Asia.

 

Cambodia and Lao PDR: Steady Climb and Strategic Vision

Cambodia’s steady rise in international arrivals—up 6.2% year-on-year—signals a return to global traveller interest. With over 3.36 million visitors arriving from January to June, the kingdom is placing renewed focus on cultural tourism and sustainable development, ensuring its iconic heritage sites continue to draw visitors while preserving their integrity.

Similarly, Lao PDR saw a notable 11% increase in international arrivals, welcoming over 2.35 million visitors in the first half of 2025. This growth reflects the country’s emerging appeal as a peaceful, authentic destination for travellers seeking slower, more meaningful journeys.

 

Looking Ahead: Shared Prosperity Through Tourism

The Greater Mekong Subregion’s tourism growth in early 2025 is more than just a rebound—it’s a reflection of regional cooperation, long-term planning, and community-based initiatives gaining ground. The Mekong Tourism Coordinating Office (MTCO) continues to work closely with stakeholders across all GMS countries, aiming to build a resilient, inclusive tourism future that benefits communities and conserves the region’s unique heritage.

With positive momentum and a shared vision, the second half of 2025 promises to carry forward the spirit of connection, innovation, and renewal that defines this exciting chapter for Mekong tourism.

For more information about Mekong tourism and regional updates, visit:
Mekong Tourism Coordinating Office
Website: www.mekongtourism.org
Email: info@mekongtourism-mtco.org

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