ASEAN Tourism Soars: 123 Million Visitors in 2024,Laos Shines at ATF 2025
VIENTIANE – The ASEAN region has achieved a remarkable milestone in tourism,welcoming over 123 million foreign tourists in 2024,a staggering 30.6 percent increase compared to the previous year. This surge is credited to the introduction of travel incentives, including simplified visa regulations and the development of innovative tourism products.
the remarkable figures were unveiled at the ASEAN Tourism forum (ATF) 2025, held in Malaysia from January 15-20. The event, themed “Unity in Motion: Shaping ASEAN’s Tourism Tomorrow”, brought together key stakeholders, including Laos’ Deputy Minister of Data, Culture and Tourism, Mrs. Darany Phommavongsa, and her delegation.The Forum served as a platform to review the implementation of priority activities from 2016-2025 and to discuss the ASEAN tourism strategy for 2026-2030.The new strategy emphasizes responsible tourism, sustainability, participation, and adaptability, reflecting the region’s commitment to fostering a resilient and inclusive tourism sector.A highlight of the event was the recognition of Laos for its pivotal role in creating the ASEAN ecotourism standard during its chairmanship of ASEAN. This standard, approved at the ASEAN Summit in October, underscores the country’s leadership in promoting environmentally conscious tourism practices.
The Forum also celebrated excellence in the tourism industry through the ASEAN Tourism Standard Awards. Laos emerged as a standout performer, with businesses across the country receiving 19 awards. These accolades spanned categories such as Homestay, Community-Based Tourism, Spa, and Public Toilet.
In the ASEAN Homestay Standard category, Laos secured four of the 30 awards. The winning villages included Naduang in vangvieng district, Donekho in Sanasomboun district, Done Daeng in Pathoumphon district, and Nongluang in Pakxong district.Introduced in 2016,the ASEAN Homestay Standard aims to recognize and encourage guesthouse operators,particularly those in rural areas,who have demonstrated extraordinary service and innovation. The assessment results from this initiative serve as a valuable tool for identifying areas of betterment and shaping future tourism strategies.
Key Highlights from ATF 2025
| Category | Details |
|—————————–|—————————————————————————–|
| Tourist Arrivals | 123 million in 2024, a 30.6% increase from 2023 |
| ATF 2025 Theme | “Unity in Motion: Shaping ASEAN’s Tourism Tomorrow” |
| ASEAN Strategy Focus | Responsible tourism, sustainability, participation, adaptability (2026-2030)|
| Laos’ Achievements | 19 ASEAN Tourism Standard Awards, including 4 Homestay awards |
| Ecotourism Standard | Created by Laos, approved at ASEAN Summit 2024 |
The success of ATF 2025 underscores the region’s collective efforts to elevate tourism standards and foster sustainable growth. As ASEAN continues to innovate and adapt, the future of tourism in the region looks brighter than ever.
For more insights into ASEAN’s tourism initiatives, explore the latest updates from the ASEAN Tourism Forum 2025.