Tourism has emerged as a cornerstone in strengthening ties between the Gulf Cooperation Council (GCC) and the Association of Southeast Asian Nations (ASEAN), highlighted prominently at their second joint summit held on 27 May 2025 in Kuala Lumpur. Leaders from both regions reaffirmed their commitment to deepening economic and cultural connections, emphasising tourism’s role in driving diversification and fostering mutual understanding.
A shared history of cooperation
The journey of ASEAN–GCC partnership began decades ago, rooted in mutual interest and strategic cooperation. Early dialogues, dating back to the early 2000s, established frameworks that laid the foundation for cooperation in numerous sectors, including tourism. A significant milestone was the ASEAN–GCC Two-Year Action Plan (2010–2012), which underscored the importance of tourism through joint promotional initiatives, cultural exchanges, and infrastructure development.
Building upon these foundations, the first official ASEAN–GCC Summit in Riyadh in October 2023 solidified this relationship further, identifying tourism, alongside regional market integration, sustainability, digital transformation, and micro, small, and medium-sized enterprise (MSME) support, as core areas for deeper collaboration.
Tourism as a pathway to economic diversification
For GCC nations, historically reliant on oil, tourism presents an essential avenue for economic diversification. The vibrant culture, historical sites, and natural beauty of Southeast Asia hold considerable allure for Gulf travelers. In 2022, GCC tourists to ASEAN countries numbered nearly 380,000, indicating significant untapped potential. Conversely, ASEAN nations view the affluent GCC market as an opportunity to boost tourism revenues, promote regional heritage, and enhance economic resilience.
Strategic steps forward
The recently endorsed ASEAN–GCC Framework of Cooperation (2024–2028) outlines several strategic initiatives designed to boost tourism:
- Joint promotional activities: Collaborative marketing campaigns will highlight the cultural richness and unique tourism experiences of both regions, attracting travelers through targeted outreach.
- Enhanced infrastructure: Efforts will focus on expanding transportation networks, improving hospitality standards, and upgrading tourism-related facilities to facilitate smoother, more comfortable travel experiences.
- Niche market development: Specialized tourism packages catering to GCC preferences, such as halal and medical tourism, will be developed. These offerings aim to attract travelers seeking culturally compatible and wellness-oriented experiences.
- Capacity building and workforce training: ASEAN and GCC will conduct joint training sessions to improve service quality, cultural understanding, and professionalism in tourism sectors, ensuring tourists receive exceptional experiences.
Navigating opportunities and challenges
While the shared vision for enhanced tourism cooperation is compelling, achieving these goals requires overcoming key challenges:
- Visa facilitation: Simplifying and streamlining visa procedures is critical to boosting tourism flows between the two regions. Both sides have agreed to explore mechanisms to ease travel restrictions and enhance accessibility.
- Cultural sensitivity and sustainability: Respecting and celebrating cultural differences will ensure meaningful exchanges, while sustainable practices will help preserve environmental and cultural assets. Both regions recognize the importance of responsible tourism to sustain growth.
- Infrastructure and connectivity: Exploring the potential benefits of increased rail, road, and air connectivity remains vital to support and sustain increased tourism volumes.
The future: A prosperous partnership
Tourism cooperation between ASEAN and GCC underlines a commitment to “bridging cultures, enhancing mutual respect, and enriching global understanding”. As both regions evolve, the blend of rich heritage, diverse landscapes, and strategic alignment creates a promising pathway for sustainable economic growth and intercultural exchange.
READ JOINT FINAL STATEMENT
…
Read also: Shaikha Al Nowais nominated as first female Secretary-General of UN Tourism
…
Photo – top of page: Anders Jilden / Unsplash
