Dear AST friend,

As November comes to a close, we’re excited to share this month’s AST Market Brief, which highlights 7 developments that will shape sustainable tourism, digital media, and climate action across Asia in the months ahead.

If you want to stay ahead of industry shifts, this is the briefing to read.

The full brief is now live for AST Trailblazers. If you haven’t joined our membership yet, we’d invite you to take that step today — the insights, community access, and tools we’re building are designed to help you lead with confidence. Link below. 👇

And if you haven’t registered for the Asia Travel Future Summit, there’s still time. We’ll be meeting on December 3, from 3–5 PM (Singapore, Manila, Beijing time, UTC+8) for important conversations on “Will AI Drive or Derail the Sustainable Travel Transformation?” We’ve brought together a strong lineup of speakers, and attendance is free. Sign-up link below. 👇

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November 2025 Market Brief

November 2025 marked a landmark moment for Asia's tourism sector as the region embraced innovative solutions to address climate challenges. Unified sustainability metrics, coastal resilience strategies, and community-driven initiatives are reshaping tourism across Asia, balancing economic growth with environmental and cultural preservation.

With tourism contributing 10% to the global GDP and Asia hosting some of the world's most critical biodiversity hotspots, these efforts are not just timely—they are essential for building a resilient, future-ready industry.

Part 1: New Frameworks for a Sustainable Future

1. UN Tourism Regional Workshop on Measuring Sustainability

What happened 

Asia-Pacific destinations now have a unified framework to measure tourism’s environmental, social, and economic impacts, enabling evidence-based policies to reduce tourism’s footprint and maximize benefits.

Held in Brunei from November 18–20, the UN Tourism workshop trained over 100 participants from 11 UN Tourism Member States on the Statistical Framework for Measuring the Sustainability of Tourism (SF-MST).

Why it matters

Asia-Pacific tourism generates up to 12% of regional GDP but often lacks accurate sustainability data. 

The SF-MST closes that gap, helping destinations benchmark performance, attract green investments, and respond more effectively to climate risks like coral bleaching and extreme weather.

Strategic considerations 

• Use data-driven insights from frameworks like SF-MST to showcase measurable impacts, such as reduced carbon footprints, in marketing campaigns.

• Explore/adopt recognized measurement tools, such as the UN Tourism’s Tourism Satellite Account (TSA), to ensure credibility and alignment with global sustainability standards.

• Leverage credible sustainability data to identify areas for improvement in operations, such as energy efficiency or waste reduction, and communicate these efforts to guests as part of their experience.

2. ASEAN Ecotourism Standard (AECOS) Rollout Gains Momentum   

What happened 

Laos’ rollout of the ASEAN Ecotourism Standard is setting a new benchmark for sustainable tourism in Southeast Asia. 

From November 20–22, 25 participants in Vientiane completed an online introductory module and a field-based assessment, a key step in aligning the region with ASEAN’s 2045 vision for responsible tourism.

Why it matters

AECOS provides smaller nations like Laos with a practical framework to attract eco-conscious travelers while preserving their natural and cultural assets.

→ Read more about the 3 things that businesses can take into consideration.

3. PATA Report Offers a Lifeline for At-Risk Coastal Cities 

→ Go deeper into this story.

Part 2: Policy and Investment Driving Change

4. Maldives Proposes ‘Sustainable Townships’ to Diversify Tourism 

The Maldives’ new ‘sustainable townships’ initiative aims to redefine tourism in one of the world’s most climate-vulnerable nations.

Announced on November 10, the plan seeks $500M+ investments in projects integrating renewable energy, food security, and social services alongside hospitality.

Why it matters

While promising, these developments must avoid overdevelopment and greenwashing, which could alienate eco-conscious travelers and harm the Maldives’ fragile ecosystems.

Strategic considerations 

• Advocate for stricter environmental safeguards and transparent monitoring to ensure developments do not compromise the Maldives’ fragile ecosystems.

• Prioritize low-density, biophilic designs that preserve the natural environment, balancing luxury with the pristine beauty that defines the destination.

• Collaborate with NGOs and local communities to lend credibility and ensure developments deliver on their sustainability promises.

5. Cross-Border Collaboration Takes Center Stage 

What happened 

Two key forums in November highlighted the potential of cross-border partnerships to drive sustainable tourism. 

The World Tourism Alliance’s Xianghu Dialogue in Hangzhou from November 19 to 20 gathered 400 leaders to discuss rural revitalization and tech-driven solutions. 

Two reports were released at the WTA dialogue: 'From Poverty Alleviation to Rural Revitalization: China's Practice in Sustainable Rural Development Through Tourism' and the '2024-2025 Cross-Border Tourism Consumption Trends Report.'

Concurrently, delegates from China, Mongolia, South Korea, and Russia promoted eco-tourism projects at the Greater Tumen Initiative (GTI) Northeast Asia Tourism Forum, focusing on multi-destination tourism, cross-border collaboration, and infrastructure development to position the Greater Tumen region as a unified and competitive tourism destination. 

This forum marks an important step toward using tourism to promote economic integration, cultural exchange, and sustainable development in Northeast Asia.

→ Learn more about why this story matters and what the top three strategic considerations are for travel businesses.

Part 3: Grassroots Movements Leading the Way

6. Terra Madre Asia & Pacific Spotlights Community-Led Climate Action in Food Systems

→ Read more about the meeting outcomes.

7. Greater Mekong Subregion (GMS) Focuses on Green Recovery

→ Go deeper into this story.

Will AI Drive or Derail the Sustainable Travel Transformation?

There's no question that AI and technology are transforming travel, driving operational efficiency, offering accurate occupancy forecasts, and enhancing personalized service.

Yet, its rising energy and water demands, as well as data privacy concerns, also raise a pressing question: how do we innovate responsibly and ethically? 

Join the inaugural Asia Travel Future Summit, powered by AST and Wise Steps Group, to explore how leaders across hospitality, travel tech, and sustainability are navigating this tension — and what responsible, ROI-positive adoption looks like in Asia’s dynamic markets.

• Date: December 3, 2025

• Time: 3:00 PM – 5:00 PM (Singapore, UTC+8) | 7:00 AM - 9:00 AM (UTC) 

SPEAKERS

• Julie Cheetham, Chief Operations Officer of Travalyst

• Chris Legaspi, Chief Commercial Officer of Archipelago International

• Matt Lo, Chief Executive Officer of Advant Labs

• Dimitri Syrris, Founder & CEO of Baotree

• Tara Schwenk, Senior Director of Digital Strategy, Lemongrass Marketing

• Fernanda Rodak, Manager - Project Management, Pacific Asia Travel Association (PATA)

• Matteo Bierschneider, Co-Founder of Wise Steps Consulting

• Rhea Vitto Tabora, Co-Founder of Asia Sustainable Travel (AST)

• Jeremy Tran, Co-Founder of Asia Sustainable Travel (AST)

PROGRAM (subject to change), Singapore time UTC+8 

• 15:00 Welcome + Keynote & Fireside Chat

• 15:20 Panel Discussion: Driving Sustainability-Led Operational Excellence Through Human-AI Collaboration

• 16:05 Panel Discussion: Navigating AI-Driven Data Collection and Marketing Responsibly

• 16:50 Closing Remarks + Live Q&A

WHO SHOULD ATTEND

• Hospitality operators

• Travel tech and marketing leaders

• Destination managers and policy makers

• Sustainability and ESG practitioners

Access insights, tools, and connections to lead the sustainability agenda in travel

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