Looking inward: Domestic tourism in Southeast Asia during the COVID-19 pandemic

Abstract

Southeast Asian governments were forced to reposition their tourism markets as a result of border lockdowns brought on by the COVID-19 virus. We examine the Association of Southeast Asian Nations (ASEAN) member countries’ marketing strategies intended to bolster their respective domestic tourism industries during the pandemic years of 2020–2022. This paper sketches three approaches that dominated the region at the time: building national community, strengthening sustainability, and creating a safe travel experience. In presenting these approaches we reconceptualize the region as one where domestic tourism is central. The conclusion assesses the conceptual implications of the study for the ASEAN region and also reflects on the future role of domestic tourism in Southeast Asia now that the borders are open.