The Vietnam National Tourism Administration chaired the 56th GMS Tourism Working Group Meeting.

On the morning of November 17th, in Ninh Binh, the Vietnam National Tourism Administration, under the Ministry of Culture, Sports and Tourism, chaired the 56th Meeting of the GMS Tourism Working Group.

This is an important annual event of the Greater Mekong Subregion (GMS), comprising six countries: Cambodia, Laos, Myanmar, Thailand, China, and Vietnam. The session took place under The meeting format combines in-person and online meetings.

The session attracted approximately 70 international delegates from national tourism agencies of the Greater Mekong Subregion (GMS) countries, the Mekong Tourism Coordinating Office (MTCO), the Asian Development Bank (ADB), international partner organizations such as the Pacific Asia Travel Association (PATA), the ASEAN Secretariat, and prospective tourism partner businesses (Airasia Move).

Deputy Director General of the Vietnam National Tourism Administration, Nguyen Thi Hoa Mai, attended and chaired the 56th GMS Tourism Working Group Meeting (Photo: TITC).

Welcoming delegates to the 56th GMS Session, Deputy Director General of the Vietnam National Tourism Administration, Nguyen Thi Hoa Mai, stated that Ninh Binh is a prime example of the Mekong spirit, a place where unique cultural identities, stunning natural landscapes, and active community participation in tourism activities converge. This session takes place against the backdrop of GMS tourism cooperation entering a new phase of transformation, with international tourism across the sub-region fully recovered and the GMS Tourism Strategy 2030 recently adopted. The focus of cooperation in the coming period will be on developing and implementing the GMS Tourism Marketing Action Plan 2026-2030, in a practical, data-driven manner and with enhanced regional coordination.

Deputy Director General of the Vietnam National Tourism Administration, Nguyen Thi Hoa Mai, delivered the opening remarks at the session (Photo: TITC).

Citing data from the United Nations Tourism Organization's (UN Tourism) World Tourism Index, Deputy Director Nguyen Thi Hoa Mai stated that in 2024, the world is expected to receive over 1.4 billion international tourists, a 99% recovery compared to pre-pandemic levels. Global tourism demand increased by 11% compared to 2023, equivalent to 140 million visitors, thanks to strong growth from major source markets and the recovery of the Asia-Pacific region.

Looking ahead to the period after 2026, the Deputy Director General emphasized the importance of coordination among member countries, with MTCO playing a coordinating role and serving as a knowledge-sharing center. Deputy Director General Nguyen Thi Hoa Mai requested that GMS countries continue to contribute actively to the development of the Action Plan through discussions at the Session, bilateral consultations, and a commitment to maintaining joint marketing activities. She also called for support from partners such as the ADB, the ASEAN Secretariat, ASEAN centers, and the private sector in capacity building, data sharing, and resource mobilization, especially as the subregion enters a structured marketing program by 2030.

Overview of the Session (Photo: TITC)

Representing the Asian Development Bank (ADB), Ms. Elizabeth Jung praised the progress in implementing the GMS Tourism Strategy 2030, considering it a milestone demonstrating the strong commitment of the countries to developing sustainable, competitive, and inclusive tourism. According to her, GMS tourism is recovering positively with strong growth in domestic tourism, stable cross-border visitor flows, and increasing interest in emerging destinations.

However, the region still faces many challenges: the impact of climate change, skill disparities and occupational standards in tourism, the limited competitiveness of micro, small, and medium-sized enterprises (MSMEs), and the urgent need for data-driven destination management and marketing. These are key priorities in the GMS Tourism Digital Transformation Action Plan and related action programs that ADB is supporting.

Ms. Elizabeth Jung, Representative of the Asian Development Bank - ADB (Photo: TITC)

The Asian Development Bank (ADB) affirms its continued commitment to working with GMS countries in developing tourism policies, plans, and products; promoting green tourism and community-based tourism; improving skills and service quality; accelerating digital transformation; and developing climate-resilient tourism infrastructure. The organization expects to collaborate with countries and MTCO to translate strategic frameworks into concrete projects, capacity-building programs, and practical investments.

The Executive Director of the Mekong Tourism Coordinating Office (MTCO), Ms. Suvimol Thanasarakij, congratulated two Vietnamese villages, Lo Lo Chai (Tuyen Quang) and Quynh Son (Lang Son), on being recognized by UN Tourism as “World’s Best Tourism Villages 2025”. According to her, this title reflects Vietnam’s efforts in preserving indigenous culture, natural values, and promoting sustainable community tourism.

Ms. Suvimol Thanasarakij, Executive Director of the Mekong Tourism Coordinating Office (MTCO) (Photo: TITC)

MTCO also noted the general progress of GMS countries in developing village tourism and community-based tourism. Many rural communities in Cambodia, China, Laos, Myanmar, Thailand, and Vietnam have linked tourism with heritage preservation and improved local livelihoods.

Overview of the Session (Photo: TITC)

Alongside the positive signs of international tourism, she also highlighted prominent challenges impacting the tourism industry, including geopolitical instability, economic difficulties, climate change, rising operating costs, and inherent limitations of the GMS. Nevertheless, she emphasized that cooperation for mutual benefit remains the most important foundation for the subregion to overcome these challenges.

MTCO is currently implementing various work programs and expanding cooperation with international partners. Ms. Suvimol expects this meeting to help GMS countries move closer to a shared vision of a sustainable, inclusive, and resilient Mekong tourism industry.

At the session, The Mekong Tourism Coordinating Office (MTCO) also provided a summary report on the 55th Meeting of the GMS Tourism Working Group, held in June 2025 in Laos, and an update on the implementation of actions agreed upon in the meeting's concluding minutes.

The delegation from the Vietnam National Tourism Administration, Ministry of Culture, Sports and Tourism, attended the session (Photo: TITC)

Delegates actively exchanged views on the tourism situation in 2025 and forecasts for 2026; shared national reports on tourism recovery, tourist markets, and policies supporting the industry. Accordingly, the session acknowledged the tourism growth results of countries in the Subregion through tourism statistics (international and domestic tourists, total revenue), updated visa policies to facilitate tourism, target markets, smart tourism initiatives, promotion and advertising, and plans for organizing events and cooperation activities in 2025.

Representatives from the tourism sectors of the six GMS countries speak at the session (Photo: TITC)

In particular, the meeting devoted a significant amount of time to discussing the progress of the GMS Tourism Marketing Action Plan 2026-2030, a crucial document for realizing the GMS Tourism Strategy 2030 and guiding multinational marketing cooperation in the subregion. Accordingly, the Plan focuses on four main action groups: (1) Developing and promoting transnational tourism routes; (2) Promoting sustainable tourism and responsible experiences; (3) Enhancing data, statistics and market information sharing; (4) Enhancing the role of the Mekong Tourism Forum (MTF) as a public-private cooperation platform.

Delegates attending the meeting pose for a commemorative photo (Photo: TITC)

During the closed-door afternoon session, member countries exchanged and contributed ideas on key markets, suitable product themes, proposed joint promotional activities, coordination mechanisms with businesses, and resource mobilization. These ideas will form the basis for MTCO to finalize the Plan, which is expected to be adopted at the Mekong Tourism Forum 2026.

Vietnam National Tourism Administration

Source: https://bvhttdl.gov.vn/cuc-du-lich-quoc-gia-viet-nam-chu-tri-phien-hop-nhom-cong-tac-du-lich-gms-lan-thu-56-20251117152448671.htm