Dear AST friend,

As October draws to a close, we’re excited to share this month’s AST Market Brief — your go-to digest of 8 key developments shaping sustainable tourism, digital media, and climate action across Asia.

It’s a quick, insightful read for anyone passionate about where our industry is heading. You’ll find the highlights below.

The full brief is now live on our website, exclusively for AST Trailblazers.  If you haven’t joined yet, now’s the perfect time — link below. 👇

If you’re heading to Further East next week, come say hi! Our Co-Founder Jeremy Tran will be moderating the panel “How to Construct and Refine Regenerative Design” at the Open House by Further East on November 3 at Potato Head Bali.

Can’t make it to Bali? No worries — We will take the conversation online with our next webinar, “Biophilic Design in Hospitality: A Secret to Happier Guests & Healthier Profits,” on November 6. Sign up link below. 👇

If you like our content and want to support us, please share this newsletter with your friends to help us grow.

We plant a tree to welcome every new subscriber through our partnership with OneSeed.

October 2025 Market Brief

1. ADB calls for a clean energy pact and to reinvent Asia’s ports

What happened

Asian Development Bank (ADB) President Masato Kanda called for a new regional pact to accelerate the delivery of clean energy and reinvent port infrastructure across Asia and the Pacific. 

Why it matters

• Ports operate as critical trade and connectivity hubs but are significant sources of carbon emissions and air pollution. 

• Reinventing ports under this agreement will enable a shift to low-carbon operations, supporting Asia and the Pacific’s net-zero goals. 

• Efficient, clean-energy-powered ports can protect supply chains, create jobs, promote regional cooperation, and position economies for sustainable growth amid global uncertainties. 

• The pact also aims to address investment gaps through targeted public funding, encourage private sector investment, and support innovative maritime energy transitions.

Strategic considerations

• Governments can participate in the pact to access concessional financing and technical assistance for upgrading port infrastructure.

• Private sector players and investors aligned with the pact’s goals can leverage emerging markets to advance sustainable maritime logistics and energy solutions.

• Innovations in energy storage and smart ports could be key priorities for pilot projects within this collaborative framework.

• Transparent emissions monitoring and reporting will be essential for credibility, securing ongoing funding, and maintaining stakeholder confidence.

2. ASEAN and India adopt a joint roadmap for sustainable tourism

What happened

At the 22nd ASEAN‑India Summit on October 26, 2025 in Kuala Lumpur, leaders announced a joint statement and roadmap on sustainable tourism. 

Why it matters

ASEAN‑India travel is one of the fastest-growing corridors in the region. A shared roadmap can minimize friction for sustainable products (such as standard criteria and clearer claims), facilitate access to public and blended finance, and support cross-border itineraries that benefit Micro, Small and Medium Enterprises (MSMEs) and heritage sites while reducing emissions.

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

3. Indonesia approves new tourism law to promote inclusive, sustainable development

→ Go deeper into this story.

4. Malaysia could save USD710M/year by fixing clean energy accounting

→ Learn more about this story.

5. TAT outlines push toward sustainable tourism leadership

What happened

Thailand’s Tourism Authority (TAT) outlined priorities to position Thailand as a leader in sustainable tourism, emphasizing the adoption of recognized standards, destination stewardship, and cross-sector partnerships.

The update emphasizes efforts to expand responsible travel practices across destinations and operators, prioritizing measurable progress over marketing claims. It indicates a deeper integration of sustainability into product development, trade engagement, and visitor communication.

Why it matters

Given Thailand’s size and influence, aligning policies and marketing efforts can shape norms across Asian tourism. By emphasizing standards, transparent metrics, and community benefits, TAT’s approach boosts incentives for operators to focus on actual performance improvements (waste, water, energy, ecosystems, livelihoods).

It also offers more straightforward guidelines for trade partners seeking verifiable sustainable products, helping reduce greenwashing risk and improving buyer confidence.

Strategic considerations

• Align with standards and publish KPIs. Map products to credible frameworks (e.g., GSTC-aligned) and disclose annual performance on waste diversion, water/energy intensity, habitat protection, and local spending.

• Productize low-impact mobility and pacing. Develop rail/e-mobility, small-group, longer-stay itineraries that disperse foot traffic and lower emissions. Clearly communicate caps and conservation fees.

• Collaborate with destinations. Partner with DMOs and protected areas to develop bookable, stewardship-linked experiences (restoration, monitoring).

6. SWITCH‑Asia Annual Meeting addresses circular economy scaling

→ Read more about the meeting outcomes.

7. UNESCO workshops empower sustainable tourism in Mongolia’s Gobi Desert

→ Go deeper into this story.

8. UN Tourism names Best Tourism Villages 2025

What happened

At the 2025 Best Tourism Villages by UN Tourism ceremony and annual network meeting in October, several Asian villages were recognized, and 20 villages were selected to join the Upgrade Programme—highlighting rural tourism that preserves culture, advances sustainability, and supports local prosperity.

Why it matters

Recognition can guide visitors, funding, and technical support toward rural, community-led, lower-impact destinations—helping diversify away from overtourism hubs and supporting regenerative models.

Strategic considerations

• Co-invest to prepare. Collaborate with awarded or upgraded villages to improve visitor essentials (waste management, water supply, signage) and align product-market fit. 

• Make it bookable. Create experiences centered on heritage farming, culinary traditions, and nature stewardship. Set seasonal group limits and transparent revenue sharing.

• Build skills and credibility. Train local youth in digital storytelling and establish simple measurement and reporting methods (e.g., waste diverted, hectares restored, local income share) to verify claims.

Join the AST Webinar on November 6

It’s free to attend the live webinar.

If you’re an AST Trailblazer, you’ll have access to the webinar recording along with the ready-to-use toolkit afterward.

Meet us at Further East

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

This newsletter may contain affiliate links. If you click on one and make a purchase, we may earn a commission at no additional cost to you. Our recommendations are based on thorough research and personal experience, and we only promote products and services we genuinely believe in. Thank you for supporting our work.