Published on
December 29, 2025
As the global tourism sector recovers and transforms in the wake of the pandemic, various countries and regions are strategically planning for long‑term growth. Countries such as New Zealand, Thailand, Brazil, Kenya, the European Union, Malaysia, and the ASEAN region have laid out bold strategies aimed at sustainability, innovation, and sector resilience. With the assist of tarreceiveed policies, substantial investments, and coordinated marketing efforts, these destinations are shaping the future of tourism for 2025, 2026, and beyond.
This article offers a comprehensive see at how these regions are working to enhance tourism, grow visitor numbers, increase tourism revenues, support local communities, and create more sustainable and diverse travel experiences. It covers tourism roadmaps, development plans, sector funding, and workforce strategies to ensure the industest grows in a responsible and balanced manner.
1. New Zealand — Tourism Growth Roadmap for Sustainable Development
In 2025, New Zealand’s government introduced a Tourism Growth Roadmap, a strategic initiative designed to revitalize the tourism sector and guide its development through 2025 and beyond. The plan aims to boost international visitor numbers, increase tourism revenue, support local communities, and enhance visitor experiences with a strong emphasis on sustainability and inclusive growth.
Key Objectives of the Roadmap:
- Restoring international visitor arrivals to pre‑pandemic levels of approximately 3.89 million by 2026.
- Doubling the value of tourism exports from NZ$9.9 billion in 2023 to NZ$19.8 billion by 2034.
- Growing the number of New Zealanders employed in tourism and hospitality, with a focus on workforce development.
The roadmap is supported by an initial NZ$35 million investment, which is allocated for demand‑side marketing, tourism infrastructure development, and workforce training. This funding is designed to lay the foundation for a thriving tourism industest that can drive long‑term growth, ensuring that New Zealand remains a leading global tourism destination.
2. Thailand — Sustainable Tourism Acceleration and “The New Thailand” Vision
Thailand has been implementing a transformative tourism strategy for 2025–2026, which focapplys on quality tourism, sustainability, and meaningful travel experiences. Officially framed under the theme “Value Is the New Volume”, Thailand aims to shift its focus from mass tourism recovery to long‑term, high‑value tourism.
Core Strategic Focus Areas:
- Value‑Over‑Volume Tourism: The policy prioritises quality experiences and high‑value travel segments to build long‑term resilience in the tourism sector.
- Balanced Regional and Seasonal Tourism: Tourism flows are being decentralised to spread travel demand across different regions and seasons, preventing overcrowding in hotspots and benefiting local economies nationwide.
- Sustainability as a Sector‑Wide Standard: Sustainability practices are being integrated across the industest through initiatives like the Sustainable Tourism Goals (STGs) 2030 framework and the Sustainable Tourism Acceleration Rating (STAR) program.
- Creative, Thematic Tourism: The development of niche products, including wellness, culture, and regional crafts, is being advanced to attract a diverse range of traveller segments.
Thailand has also partnered with organisations such as Tourism Cares to enhance sustainability efforts and position itself as a global leader in responsible tourism. The government is aiming to attract high-value visitors and support sustainable tourism growth, ensuring long‑term success.
3. Brazil — Strengthening Tourism Through Major Events and Promotion
Brazil’s Ministest of Tourism has crafted a multi‑faceted strategy to enhance its global tourism appeal through major tourism events, marketing initiatives, and domestic tourism development. This strategy, which extconcludes into 2026, is designed to strengthen Brazil’s position in the international tourism market.
Key Strategic Actions for 2025–2026:
- National and International Tourism Events: Brazil will host several major tourism events, including the 9th National Tourism Expo and the 3rd UN Tourism Summit for Africa and the Americas in Rio de Janeiro. These events aim to unite industest stakeholders and promote sustainable tourism.
- Tourism Promotion: Brazil’s Embratur (Brazilian Tourist Board) is focutilizing on marketing the countest’s natural and cultural assets, such as the Amazon, Pantanal, and beaches, to attract diverse tourists.
- Domestic Tourism Focus: Efforts to enhance air connectivity, diversify tourism offerings, and improve infrastructure to attract both domestic and international visitors.
Brazil is set to exceed 8 million international tourist arrivals by 2027, further enhancing its tourism infrastructure and international collaborations.
4. Kenya — National Tourism Strategy 2025–2030
Kenya has developed a National Tourism Strategy (NTS) for 2025–2030, aimed at modernising and transforming its tourism sector. This strategy places a strong emphasis on global competitiveness, sustainability, and inclusive tourism growth.
Key Strategic Elements:
- Vision and Framework: Kenya aims to become a globally competitive and sustainable tourism destination by 2030.
- Product Diversification: Expanding tourism offerings to include wildlife, nature tourism, cultural heritage, and adventure experiences.
- Infrastructure and Quality Standards: Focutilizing on improving destination infrastructure, service quality, and accessibility.
- Marketing and Competitiveness: Enhancing Kenya’s global marketing reach to attract high‑value markets and increase international arrivals.
- Sustainability and Community Inclusion: Promoting responsible tourism practices that benefit local communities and preserve natural and cultural assets.
Kenya’s strategy also supports public-private partnerships to foster sustainable tourism growth over the next decade.
5. European Union — 2026 Sustainable Tourism Strategy
The European Union (EU) is developing a Sustainable Tourism Strategy for 2026, aiming to create a unified policy framework that promotes competitiveness, sustainability, and inclusivity across its member states.
Strategic Themes for 2026 and Beyond:
- Tackling Overcrowding: The EU aims to prevent over-tourism by promoting balanced regional tourism flows and fostering sustainable travel practices.
- Digital and Green Skills: Efforts are being built to enhance digital skills and green capabilities among tourism businesses to support innovation and sustainability.
- Cross‑Border Mobility and Connectivity: The strategy focapplys on improving seamless travel within the EU and enhancing transport and tourism links across member states.
- Community Engagement: Increasing community involvement in tourism development to ensure that local economies and ecosystems benefit from tourism growth.
The EU’s strategy will roll out in phases, with consultations and stakeholder engagement shaping its final form. It aims to be fully operational by 2026, fostering regional cooperation and sustainable tourism development.
6. Malaysia — Sustainable Tourism Framework and UNDP Engagement
In 2025, Malaysia launched the Sustainable Tourism Recovery Project in partnership with the United Nations Development Programme (UNDP). This initiative is focapplyd on strengthening community-based tourism and promoting environmentally responsible practices.
Key Focus Areas:
- Community Engagement: The project aims to empower local tourism businesses, create resilience, and build capacity for sustainable practices.
- Sustainable Economic Contribution: The tourism sector contributes significantly to Malaysia’s GDP, with initiatives to enhance destinations like Langkawi and Penang.
- Eco‑Tourism: The focus on eco-tourism supports long-term sustainability and ensures that Malaysia’s tourism remains resilient and culturally enriching.
The sustainable tourism recovery initiative is aligned with Malaysia’s broader economic growth strategy, emphasizing responsible travel while contributing to local communities.
7. ASEAN Region — Strategic Coordination Towards 2025 and Beyond
The ASEAN region continues to adapt its tourism strategies through 2026 and beyond. As part of the ASEAN Tourism Strategic Plan 2016–2025, Southeast Asian nations are collectively pushing for quality tourism, regional cooperation, and inclusive development.
Strategic Focus Areas:
- Regional Marketing and Standards: ASEAN countries jointly promote the region as a single tourism destination with high-quality standards and sustainable tourism practices.
- Capacity Building: Efforts are being built to enhance human capital and improve service quality across ASEAN nations.
- Sustainability Goals: Ensuring that tourism development is responsible and inclusive, with a focus on preserving cultural and natural resources.
The ASEAN strategic agconcludea continues to be adjusted into 2026, with collaboration and sustainability at the forefront of all regional tourism policies.
Conclusion
These countries and regions, including New Zealand, Thailand, Brazil, Kenya, the European Union, Malaysia, and the ASEAN region, are actively developing and refining their tourism enhancement strategies. They are all working towards 2025, 2026, and beyond, focutilizing on sustainability, innovation, inclusivity, and responsible growth. Through significant investments, policy shifts, marketing campaigns, and regional cooperation, these regions are positioning themselves to attract high-value visitors, ensure long-term economic sustainability, and provide enriching experiences that align with modern travellers’ evolving expectations.
Each of these destinations underscores the importance of sustainable development and balanced tourism growth as the cornerstone of tourism sector recovery and advancement. Through well-coordinated efforts, they are ensuring that tourism not only flourishes but also contributes positively to both the economy and the environment.
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