Thailand has unveiled a regional tourism initiative aimed at boosting travel across Southeast Asia through a proposed “Six Countries, One Destination” campaign. The effort, presented in Singapore on April 22, 2025, is designed to enhance cross-border travel and promote collaborative tourism among six ASEAN nations, with a full rollout planned by the end of next year.
The initiative targets the creation of seamless travel experiences across Thailand, Singapore, Cambodia, Malaysia, Vietnam, and one additional ASEAN country yet to be confirmed. A joint working group will be established to manage logistics and streamline implementation between participating governments.
Thailand’s proposal outlines a series of coordinated travel experiences including luxury cruise routes linking Singapore, Penang, Phuket, and Ho Chi Minh City; overland heritage tours exploring Peranakan culture in southern Thailand and Malaysia; culinary itineraries through the southern Thai provinces and Johor Bahru; as well as self-drive packages and festival-focused excursions.
As part of its promotional strategy, the campaign will also offer bundled hospitality and dining packages featuring Michelin-starred restaurants and partner hotels. Initial activation is scheduled for the final quarter of 2025, with the campaign launching in countries that are ready to proceed at that time. Updates will be shared among foreign ministries through diplomatic channels.
The proposal was presented by two advisors to Thailand’s foreign minister, Dusit Manapan and Chayika Wongnapachant, during their visit to Singapore, where they met with Foreign Minister Vivian Balakrishnan. The campaign has already been discussed with Cambodia, Malaysia, and Vietnam in earlier stages.
