Cambodia, Laos, and Vietnam are developing a “Three Countries, One Destination” tourism initiative to create joint travel packages and a shared action plan. According to officials at the 64th ASEAN National Tourism Organizations (NTO) Meeting in Singapore, the plan includes a proposed joint package tour featuring three days of travel in each nation to attract international visitors and intra-regional travelers.
Cross-Border Tourism Strategy for the Former Indochina Region
Senior tourism officials met on July 9 in Singapore to advance a coordinated strategy for the region. The Cambodian delegation was led by Chuk Chumno, director-general of Tourism Development and International Cooperation. He worked alongside Phonemaly Inthaphome, director-general of Tourism Development at the Lao Ministry of Culture and Tourism, and Thi Hoa Nguyen, vice-chairperson of the Vietnam National Authority of Tourism (VNAT).
The core of the proposal is a streamlined experience for “Plus-One Countries”—third-country markets where tourists can visit all three nations in one trip. By bundling key attractions into a single itinerary, the three governments aim to stimulate travel both among residents of the three countries (intra-regional travellers) and international visitors from third-country markets (“Plus-One Countries”).
Did you know? The “Three Countries, One Destination” model focuses on “low-hanging fruits”—initiatives that officials say can be implemented quickly to deliver immediate results in visitor numbers.
Joint Action Plan and Private Sector Integration
The endorsed action plan moves beyond policy and into marketing. Officials agreed to produce joint promotional videos and organize shared cultural and sporting events to increase visibility. These efforts are designed to make the region a cohesive destination rather than three separate trips.
To support this, the three countries are focusing on private sector cooperation. This includes:
- Matching meetings and professional networking for tour operators.
- Regular familiarization (FAM) trips to help agencies understand the routes.
- Efforts to facilitate easier cross-border travel for tourists.
Analyzing the Arrival Data: Cambodia’s Current Trend
According to Cambodia’s tourism ministry, the Kingdom saw 1.54 million international tourists in the first five months of the year. This represents a 47.8% decline compared to the same period in 2025.
Current data highlights the importance of regional neighbors. Of those arrivals, 381,062 were Vietnamese citizens, while 9,051 arrived from Laos.
Frequently Asked Questions
What is the “Three Countries, One Destination” initiative?
It is a collaborative effort by Cambodia, Laos, and Vietnam to create joint tourism packages and a shared action plan to attract more international and regional visitors.
How long would the proposed joint tour last?
Officials are considering a package that includes three days of travel in each of the three countries.
Who is leading these tourism discussions?
The initiative is being driven by senior officials, including Chuk Chumno (Cambodia), Phonemaly Inthaphome (Laos), and Thi Hoa Nguyen (Vietnam).
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