Jean-Charles Thebaud·
Travel
··
Last update:

Southeast Asia redefines its tourism strategy to attract European visitors in 2026

In 2026, the Southeast Asia region is launching a series of innovative campaigns focused on sustainability, culture, and well-being to strengthen its presence in the European market and meet the growing expectations of responsible travelers.

A regional tourism offensive targeting Europe in 2026

In 2026, several Southeast Asian countries are mobilizing with ambitious new tourism campaigns to attract European travelers. Malaysia, at the forefront, launched its "Visit Malaysia 2026" campaign at an event in London, highlighting a clear focus on sustainability, cultural heritage, adventure, and digitalization. This initiative is primarily aimed at strengthening ties with the British and Swiss markets, illustrating the determination to develop its European presence through strategic partnerships and an expanded air network, notably with British Airways. The Malaysian government plans to attract around 47 million international visitors, also relying on collaborations with key players in the hotel industry such as YTL Hotels, which are involved in the joint promotion of the destination. ([1], [2], [4])

"Visit Malaysia 2026" is based on five main areas: sustainable tourism, cultural and heritage experiences, nature adventure trips, digital innovations, and increased connectivity. This diversity makes it possible to meet the expectations of today's European tourists, who are sensitive to authenticity and environmental responsibility. The Sarawak region of Malaysia exemplifies this approach by promoting its UNESCO World Heritage sites, reconciling conservation and tourism, while reinforcing its image as a destination rich in cultural discoveries and ecotourism. ([2], [7])

Complementary campaigns in Southeast Asia

In addition, Thailand launched its new global campaign, "Healing is the New Luxury," at the 2025 World Travel Market in London, aiming to position the country as a destination for wellness, culture, and sustainable development. The initiative highlights meditation retreats, traditional healing workshops, and authentic community experiences, in line with the global trend toward wellness-focused and authentic travel. To facilitate access for European tourists, Thailand has strengthened its air links in partnership with Norse Atlantic Airways (routes from Manchester, London, and Stockholm to Bangkok and Phuket) and Air France (Paris-Phuket). These efforts reinforce its presence in the European market, where nearly half of visitors are repeat travelers, demonstrating their loyalty to the destination. ([1], [3], [6])

The Philippines, meanwhile, continues to focus on its "Love the Philippines" initiative, launched in 2023, capitalizing on its new airport infrastructure, including the direct Manila-Paris route. This strategy aims to increase European tourism, particularly to France and neighboring countries, in a context marked by the gradual recovery of European tourism after a period of slowdown, mainly due to the decline in Chinese visitors. ([1])

For its part, Indonesia launched the "Go Beyond Ordinary" campaign in November 2025 at the World Travel Market in London. It aims to attract European tourists by promoting more immersive experiences such as gastronomy, wellness, and marine activities. Partnerships with digital platforms such as Trip.com enable Indonesia to directly reach an audience seeking authenticity and extraordinary discoveries. The campaign is part of a repositioning of the "Wonderful Indonesia" brand to expand its presence in the European market. ([1])

See also

A dynamic combining growth and environmental awareness

All of these campaigns reflect a collective strategy across the Southeast Asia region to attract European tourists, with an emphasis on sustainable tourism, cultural richness, and well-being. The modernization of air infrastructure and the development of digital initiatives demonstrate the region's desire to adapt to an increasingly demanding international market. However, the challenge remains to find a balance between tourism growth and the preservation of fragile ecosystems and local cultures. Growing environmental awareness in these countries reflects a desire to move away from mass tourism, while reassuring a European public that is increasingly critical of both substance and form.

📌 References:

  • – [1] (Travel and Tour World)
  • – [2] (Tourism Malaysia)
  • – [3] (Tourism Authority of Thailand)
  • – [4] (Tourism Malaysia)
  • – [6] (Panorama Destination)
  • – [7] (Sarawak Edition)

Sources