Thailand Unveils “Six Nations, One Destination” Tourism Campaign

Thailand is advancing a regional tourism initiative called “Six Countries, One Destination,” aimed at boosting travel across six ASEAN nations by 2025.

Key Takeways

• Thailand is advancing the “Six Countries, One Destination” campaign to boost tourism across six ASEAN nations by the end of 2025. Advisors Dusit Manapan and Chayika Wongnapachant discussed this initiative in Singapore after previous talks with Cambodia, Malaysia, and Vietnam. The plan enhances cross-border travel and shared cultural experiences.
• A joint working group will handle logistics and implementation. Thailand proposed premium travel offerings such as cruise routes connecting major cities, overland heritage trips, culinary tours, self-drive tourism, and seasonal festivals. These initiatives aim to enrich tourism experiences across the involved countries.
• Participating countries’ foreign ministries will get regular updates. The campaign is set to launch in late 2025 and will begin with ready nations. Promotional activities include joint hospitality packages with Michelin-rated dining and partner hotels. This strategy aims to strengthen regional tourism collaboration and create unique itineraries.

Thailand’s “Six Countries, One Destination” tourism campaign, set to launch by the end of 2025, aims to boost regional travel across six ASEAN nations: Thailand, Singapore, Cambodia, Malaysia, Vietnam, and a sixth country yet to be confirmed. Proposed by Thailand, the initiative promotes seamless cross-border travel through premium travel experiences, including cruise routes (Singapore, Penang, Phuket, Ho Chi Minh City), Peranakan heritage tours, culinary journeys, self-drive trips, and festival-based seasonal travel. It also explores a Schengen-style single visa to simplify immigration, fast-track lanes, and joint promotional campaigns with Michelin-rated dining and hotel packages.

The campaign, backed by Singapore’s Foreign Minister Vivian Balakrishnan and discussed with Cambodia, Malaysia, and Vietnam, targets multi-destination travelers to enhance ASEAN’s $90 billion tourism economy. A joint working group will oversee logistics, with a pilot phase planned for Q4 2025.

Key offerings include cruise routes linking Singapore, Penang, Phuket, and Ho Chi Minh City, and overland trips exploring Peranakan heritage in southern Thailand and Malaysia. Additional highlights consist of culinary tours through southern Thai provinces and Johor Bahru, self-drive trips across the peninsula, and seasonal festival-related visits. Regular updates will be shared with participating nations’ foreign ministries.

The campaign is set to launch in late 2025, starting with participating countries and offering promotions such as collaborative hospitality packages and Michelin-star dining experiences across the region.

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