UN World Tourism Organization (UNWTO) revealed that 80% of countries are integrating contemporary culture alongside traditional heritage in cultural tourism which is projected to generate US$11.9 billion by 2029 globally. The ASEAN region, particularly in the aftermath of the COVID-19 pandemic, has embraced the integration of cultural tourism, alongside a focus on ecotourism that takes full account of economic, social, and environmental impacts by addressing the needs of visitors, industry, the environment, and host communities. Given Southeast Asia’s unique position of housing some of the world's longest-standing ecosystems with over 506 Heritage Parks and rich cultural communities, the pivot to sustainable, cultural, and ecotourism is especially applicable to the region.  

According to data compiled by Nikkei from ASEAN governments statistics and publicly available sources, the total number of visitors to the region surpassed 100 million in 2023, equivalent to 70% of the pre-pandemic level in 2019. This recovery was fueled by economic revitalization following the pandemic and the establishment of new transportation infrastructure. Regionally, the ASEAN Tourism Strategic Plan (ATSP) established a target of the tourism sector contributing up to 15% of ASEAN's regional GDP by 2025.