Thailand proposes 'Six Countries, One Destination' campaign

Thailand is carrying out a plan to expand regional tourism cooperation through the “Six Countries, One Destination” campaign, which seeks to promote travel across six ASEAN nations by the end of 2025.

Two advisors to Thailand’s foreign minister, Dusit Manapan and Chayika Wongnapachant, on April 22 visited Singapore to present the proposal, following earlier discussions with Cambodia, Malaysia, and Vietnam.

Their trip included a meeting with Singaporean Foreign Minister Vivian Balakrishnan, who expressed interest in the regional project.

The plan has been conceived to improve cross-border travel and promote shared experiences across Thailand, Singapore, Cambodia, Malaysia, Vietnam, and a sixth ASEAN country yet to be confirmed. A joint working group will be formed to coordinate logistics and oversee implementation.

Within the framework of this initiative, Thailand proposed a series of premium travel services, including cruise routes connecting Singapore, Penang, Phuket, and Ho Chi Minh City; overland trips focusing on Peranakan heritage across southern Thailand and Malaysia; culinary tours through southern Thai provinces and Johor Bahru; self-drive tourism across the peninsula; and seasonal trips tied to local festivals and events.

The foreign ministries of the participating countries will receive regular updates through official channels. Thailand has set a target to launch the campaign in the last quarter of 2025, beginning with countries ready to proceed. Promotional activities will include joint hospitality and dining packages featuring Michelin-rated restaurants and partner hotels across the region.