On June 17, in Yangon, Myanmar, Vice Chairwoman of the Viet Nam National Authority of Tourism (VNAT) Phan Linh Chi led the Vietnamese delegation to participate in the Mekong Tourism Forum (MTF) 2026, a key annual event under the tourism cooperation framework of the Greater Mekong Subregion (GMS). The forum brought together representatives from six member countries: Cambodia, China, Laos, Myanmar, Thailand, and Viet Nam.
The Mekong Tourism Forum serves as an important platform for collaboration among public and private sector stakeholders, facilitating the exchange of perspectives, sharing of best practices, and strengthening cooperation in promoting the Greater Mekong Subregion as a unified, attractive, and inclusive tourism destination.
In his opening remarks, Union Minister for Hotels, Tourism and Culture of Myanmar, Maung Maung Ohn, emphasized that MTF 2026, themed “Tourism for People, Travel with Purpose”. The theme reflects a growing recognition that tourism must place people at its core local communities, cultural practitioners, workers, entrepreneurs, and travellers alike. Beyond visitor numbers and revenue, tourism is increasingly judged by how it supports livelihoods, safeguards culture and heritage, empowers women and youth, and fosters dignity, inclusion, and mutual understanding. At the same time, enabling factors such as connectivity and regional collaboration play a critical role in making people-centred tourism possible.
According to the Minister, among many economic sectors, tourism stands out for its direct connection to people. It creates opportunities not only for businesses, but also for small-scale entrepreneurs, artisans, guides, farmers, and community members whose skills, culture, and hospitality form the foundation of visitor experiences. In many parts of the Greater Mekong Subregion, tourism provides one of the most accessible pathways for local people to generate income, build resilience, and participate meaningfully in the regional economy.
This year’s theme highlights the importance of purposeful travel that supports local livelihoods while offering visitors meaningful and responsible experiences. MTF 2026 focused on exploring how tourism can serve as a positive force for society when guided by values, responsibility, and a commitment to long-term development, thereby generating tangible benefits for communities and destinations throughout the region.
During the forum, Mr. Chattan Kunjara Na Ayudhya from AirAsia MOVE delivered a presentation entitled “Tourism Outlook & Travel Trends for Purpose-Driven Travellers” analyzing emerging travel trends based on market research and data while assessing their implications for destinations and stakeholders across the GMS.
The forum also heard from community tourism expert Wanvipa Phanumat, who presented “From Community to Visitor: Practical Lessons from the Ground”. Her presentation highlighted the real-world experiences of destination managers and local communities, showcasing effective models for designing and implementing community-based tourism initiatives that create shared value for all stakeholders.
In the afternoon, the forum continued with thematic panel discussions offering diverse perspectives on the role of connectivity – particularly air connectivity – and partnerships in advancing inclusive and purpose-driven tourism development across the Mekong region.
Each thematic session featured a moderator and five speakers from GMS countries, including tourism experts, academics, representatives of national tourism organizations, tour operators, hotel businesses, the Asian Development Bank (ADB), and local tourism communities. Viet Nam was represented by speakers from the Institute for European Cooperation and Development (IECD) and Thai Hai Community-Based Tourism Village.
The panel discussion on “People at the Center of Tourism” focused on social inclusion, diversity, the participation of women and youth, child protection, and capacity development. Participants exchanged views on how tourism initiatives can empower communities, strengthen skills and leadership capacities, and create meaningful employment opportunities throughout the tourism value chain.
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Another thematic session, “Living Culture and Creative Experession,” explored culture as a dynamic practice shaped by people, creativity, and meaning. Speakers discussed heritage interpretation, storytelling, and the role of creative industries in tourism, emphasizing how tourism can move beyond iconic landmarks and attractions to amplify local voices and sustain culture livelihoods.
The Mekong Tourism Forum 2027 is expected to take place in Thailand in July 2027.
On the sidelines of the GMS Tourism Working Group Meeting and MTF 2026, the Mekong Tourism Gastronomy Exhibition was held from June 15-17, showcasing the distinctive culinary traditions and gastronomic heritage of the Greater Mekong Subregion. The exhibition featured 12 booths, including one featuring Viet Nam’s cuisine.
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