Travel in ASEAN is set for a shake-up, with eco-friendly choices, customised holidays, and local experiences shaping the way travellers explore. These emerging trends took centre stage at the “Charting Tourism for ASEAN” forum during the ASEAN Tourism Forum 2025 in Johor Bahru.
Led by Nigel Wong, president of the Malaysian Association of Tour & Travel Agents (MATTA), the lively discussion featured insights from industry heavyweights like Noor Ahmad, CEO of PATA; Giuliana Riitano, vice president for Asia-Pacific at Agoda; and Randy Durband, CEO of the Global Sustainable Tourism Council (GSTC).
Social media is the new travel guide
“Gone are the days when national tourism organisations (NTOs) controlled travel content,” said Noor Ahmad of PATA. “User-generated content now leads the way in inspiring travel decisions.”
Giuliana Riitano from Agoda broke it down into three key phases: dreaming, booking, and experiencing. “A whopping 75% of travellers rely on social media for trip inspiration, and this is growing by 13% annually,” she shared.
The takeaway? NTOs and travel professionals need to stay agile, embracing platforms and trends to remain relevant.
Authenticity over icons
Durband pointed to a shift in travel priorities: “First-timers may still flock to iconic landmarks, but seasoned travellers are seeking out hidden gems.” Think secondary and lesser-known destinations where travellers can connect with local communities, linger longer, and soak in a slower pace.
This shift highlights the rise of meaningful tourism—where depth and engagement trump ticking off a checklist.
It’s un-cool to be ungreen
Sustainability isn’t just a buzzword—it’s becoming the baseline. “Being un-green will soon feel as outdated as dial-up internet,” quipped Durband, emphasising the growing disdain for destinations that fail to adopt eco-friendly practices.
He pointed to the recent wave of single-use plastic bans in accommodations as an example. “Travellers, especially younger ones, expect brands to walk the talk when it comes to sustainability.”
AI to stay, but so will humans
Artificial intelligence is here to stay, revolutionising the travel industry with convenience and efficiency. But panellists were quick to stress: the human touch isn’t going anywhere.
“AI is a powerful tool, but it can’t replace local storytelling or cultural nuances,” they agreed. Personal connections, immersive experiences, and a warm smile will remain the heart of travel.
ASEAN’s travel future promises to be greener, more personal, and full of authentic adventures. As these trends continue to shape the industry, one thing’s clear: the journey will be just as exciting as the destination.