Six Countries, One Destination: The New ASEAN Initiative

In 2024, the idea for a new multi-country tourism initiative was proposed by Thailand. Referred to as "Six Countries, One Destination", this project is all about expanding tourism (including tourist offerings) in a big way.

While public information about the ins and outs of this proposal has been limited, it has caused a lot of buzz and speculation for both the tourism industry and travelers alike.

Will a "Schengen-style" visa be introduced? If so, when would it be available? What else can tourists expect to see?

We're going to take a look at what is currently known about Thailand's proposal, as well as what we might be able to expect down the road.

What exactly was proposed?

Thailand introduced the Six Countries, One Destination project in 2024, and while forward momentum has been slow-going, it's still in progress.

This project is designed to increase tourism to six ASEAN countries, including Brunei, Cambodia, Laos, Malaysia, Vietnam, and Thailand itself. This is according to a publication from the official National News Bureau of Thailand (NNT).

While these are the six countries Thailand proposed, it doesn't mean that all of them will choose to participate.

Murmurings of a possible visa sprang up online, though a potential multicountry visa hasn't been explicitly announced.

According to Thailand's official national news (NNT), the Six Countries, One Destination scheme is centered around promoting regional tourism, and they have several ideas about how to do this.

Simplifying cross-border travel

Thailand has stated that it would like to simplify cross-border travel between Brunei, Cambodia, Laos, Malaysia, and Vietnam. This is likely where speculations about a multi-country visa arose.

What exactly is meant by this, and what it could look like if it were to exist, is up to ASEAN countries and their governments.

A multi-country ASEAN visa

If a multi-country ASEAN visa were to be one of the outcomes of this project, it would be a significant change for travelers and the tourist industry.

Instead of needing to apply for a visa for each participating country (for those who are obliged), travelers would be able to apply for a single visa that could allow them to move freely through multiple countries, like the Schengen visa allows in Europe, or the GCC Unified Tourist Visa could in the Middle East.

If this were the case, visa-hopefuls could be able to visit several ASEAN countries with just one visa application and one visa application process.

If a visa existed, and if it were anything like the Schengen visa, we could see several different visa requirements pop up, such as confirmed travel itineraries and specific travel insurance.

Whether or not something like this is coming? We will have to wait and see.

Improving existing transportation

Another part of Thailand's proposal includes improving transportation between countries in the region.

According to the NNT, this would include land, water, and air routes. By improving transportation throughout, travelers would be able to more easily and reliably get from destination to destination.

Increasing and expanding flights

More flights, more travel opportunities. Another point in the Six Countries, One Destination proposal pinpoints air travel specifically.

By planning to increase tourism and travel to the area, it could be helpful to offer not only more flights, but also to expand routes to smaller cities as well.

Creating a shared tourism calendar

Another idea that was proposed was to create a shared regional tourist calendar that features and showcases UNESCO World Heritage sites and large cultural events like major festivals.

This way, travelers would be able to easily see when and where major events are happening, allowing them to more easily plan their vacations throughout the participating countries.

New Eastern Asian cruise routes

An exciting part of the proposal for holiday-goers is the idea of launching new cruise routes.

One specific route was detailed in a message by the NNT. It described a proposed route that would take travelers through Singapore, Penang (Malaysia), Phuket (Thailand), and Ho Chi Minh City (Vietnam).

Regional land tours

Another idea proposed at a discussion between Thai and Malaysian officials was overland tours, such as trips focusing on heritage. Officials mentioned the idea of a specific Peranakan heritage land tour that could cross through Southern Thailand and Malaysia.

Regional culinary tours

While details weren't released, a culinary tour was mentioned in discussions that could take its guests through Southern Thailand and Johor Bahru, a city in Malaysia.

Enhancing tourist experiences through multicountry promotional schemes

In a discussion between the Thai Delegation (including Thai government agencies like the Ministry of Tourism) and Malaysian Officials, ideas like hotel discounts and expediting immigration services were proposed.

Joint hospitality and dining packages have also been in discussion, including possibilities featuring Michelin restaurants for luxury travelers.

Six Countries, One Destination launch date

A specific launch date for initiatives surrounding Six Countries, One Destination hasn't yet been announced. That said, following a visit to Singapore this past April 2025, Thai officials stated that the campaign "seeks to promote travel across six ASEAN nations by the end of 2025".

Because the project involves several moving pieces, it isn't clear whether or not all of the ideas will come to fruition, and if they do, whether they'll all be launched simultaneously or in a rolling series.

Participating ASEAN countries

Thailand has proposed this new initiative to several countries, including Cambodia and Malaysia. All three have stated that they're interested in hearing more and/or taking the next steps to potentially advance the campaign.

In November of 2024, the National News Bureau of Thailand released a message that stated:

"The initiative involves six countries: Brunei, Cambodia, Laos, Malaysia, Vietnam, and Thailand."

Again, while that is the goal, it doesn't necessarily mean every country has agreed to the proposal.

If the proposal goes as planned, we could see easier travel and more options for tourists throughout Brunei, Cambodia, Laos, Malaysia, Vietnam, and Thailand.

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