Southeast Asian tourism and hospitality development

Regional efforts to bolster the tourism and hospitality sectors are intensifying, particularly in preparation for the Visit Malaysia 2026–2027 campaign.

In Malaysia, strategic initiatives include the Malaysia Homestay Experience Program (PPHM), which has generated significant revenue through community-based tourism. The Ministry of Tourism, Arts and Culture is collaborating with other government bodies to encourage homestay operators to join cooperatives and integrate agrotourism into their offerings. Furthermore, Tourism Malaysia has signed a Memorandum of Understanding with Berjaya Hospitality Group to utilize its international hotel and resort network to promote Malaysia as a global destination.

Regional connectivity is also a focus, with Tourism Malaysia conducting industry activities in Ho Chi Minh City to strengthen ties with the Vietnamese travel trade. Meanwhile, in the Philippines, the hospitality sector is focusing on market growth through events like HoSkar Night, which aims to connect real estate developers and investors to discuss luxury, wellness, and smart technology trends.