Thai PM Envisions“Six Countries, OneDestination” Model
Imagine a future where travellers can seamlessly explore the vibrant cultures, breathtaking landscapes, and rich histories of six ASEAN nations—all under a single, unified travel initiative.
That’s what Thai Prime Minister Paetongtarn Shinawatra envisions with the groundbreaking “Six Countries, OneDestination” scheme, which aims to transform ASEAN into a global tourism powerhouse.
In a written interview with Bernama, Paetongtarn said that this initiative—involving Brunei, Cambodia, Laos, Malaysia, Vietnam, and Thailand—is designed to streamline travel access, enhance connectivity, and boost intra-regional tourism.
Singapore may soon join the coalition, further expanding the region’s appeal to international travellers.
“I am confident that the scheme will attract more visitors from outside the region, boost travel within the region, and encourage multiple stops across the six pilot countries,” said the Thai PM.
Marketing a United ASEAN Travel Experience
For travel brands, hospitality businesses, and digital marketers, this initiative presents a golden opportunity to craft multi-destination travel experiences.
Instead of marketing individual countries, agencies can now promote “ASEAN travel circuits”, encouraging tourists to explore multiple countries in a single trip.
With Thailand and Malaysia leading the way, the initiative leverages strong travel infrastructure, including cross-border highways, high-speed rail networks, and visa-free facilitation, making multi-country itineraries more appealing than ever.
By coordinating regional promotional efforts, the six nations can position ASEAN as a single, must-visit travel destination, much like how Europe markets itself as a seamless travel experience.
The benefits will include:
More strategic digital campaigns featuring ASEAN-wide itineraries
Joint promotions between airlines, hotels, and tour operators
Increased engagement from travel influencers promoting borderless exploration
“Through well-developed travel infrastructure, including cross-border highways, rail and air connectivity, and visa-free facilitation, we have solid foundations to foster seamless multi-country travel,” Paetongtarn stated in her interview.
If executed well, “Six Countries, One Destination” could redefine how ASEAN is marketed globally—shifting from a collection of individual destinations to a unified travel experience that rivals Europe’s Schengen model.
For marketers and travel brands, the message is clear: this is the time to rethink regional strategies and capitalise on what could be ASEAN’s biggest tourism transformation yet.
