Melaka, 29 September 2025: ASEAN’s tourism sector is projected to rebound to 96% of pre-pandemic levels by the end of this year, according to an outlook presented by ERIA at the ASEAN Tourism Ministers’ Retreat in Melaka, Malaysia.

ERIA President Tetsuya Watanabe, who delivered the presentation, noted that the recovery is being shaped by travellers’ evolving preferences. Tourists are increasingly valuing well-being and safety alongside ethical, emotional, and practical considerations when choosing destinations.

He emphasised the importance of policies that strengthen the sector’s resilience to shocks and responsiveness to changing consumer needs, highlighting the pivotal role of digital solutions across the tourism value chain. He also underscored the need to embed sustainability and inclusivity in ASEAN’s tourism strategies to ensure long-term, balanced growth.

The session, chaired by Malaysia’s Minister of Tourism, provided a platform for ministers to exchange views on future priorities, with ERIA’s outlook serving as a key reference for ongoing discussions on strategies to guide the sector’s recovery and sustainable development.