Tourism exchanges between South Korea and ASEAN member states are targeted to rise from 13 million to more than 20 million, according to the Jakarta Globe.
This ambitious growth target was a central focus of the 2026 ASEAN-Korea Roundtable in Tourism, an international conference hosted by Indonesia’s Tourism Ministry in Jakarta from Nov. 4 to 7. Policymakers and industry representatives met to address the operational hurdles hindering travel across the region.
The push for higher visitor numbers comes as the region looks to balance travel flows and strengthen connectivity. While South Korea remains one of the largest source markets for ASEAN—contributing more than 9.6 million visitors annually—the number of travelers moving from ASEAN to South Korea remains significantly lower, Jakarta Globe reported.
“The target is to increase visitor numbers from 13 million to more than 20 million, while maintaining balanced travel flows across our region,” Diah said at the conference’s opening.
Digital payments and the friction of travel
A major component of this strategy involves removing the “tourist inconvenience” caused by outdated payment systems and cash dependency. Panellists at the roundtable highlighted that digital integration is no longer a luxury but a necessity for regional competitiveness, TTG Asia reported.
Cambodia is already implementing solutions like the Bakong Tourist App, which allows international visitors to link their own payment cards to local QR codes. This allows for transactions without the need for a local bank account, a move that addresses the traditional reliance on physical cash.
Thailand has followed a similar path by integrating cross-border payments that allow travelers to use their home banking applications. However, the transition to a fully digital ecosystem is not without its growing pains.
“Once they exceed specific transaction limits set with the Bank of Thailand, there is a ceiling for non-corporate retailers that we still have to figure out,” Narin Tijayang, executive director of the Advertising and PR Department at the Tourism Authority of Thailand, told TTG Asia.
Beyond the convenience of buying a meal, officials argue that these digital tools are essential for environmental goals. Narin Tijayang told TTG Asia that digital payment systems can serve as marketing tools to guide sustainable tourism in the right direction.
Security risks in a digital corridor
The rapid shift toward digital infrastructure has introduced a new set of vulnerabilities. As travel becomes more automated, the potential for large-scale disruption increases. Cybersecurity is now a primary concern for regional stability.
The ANTARA News reported that Indonesia’s Tourism Ministry is maintaining high vigilance against attacks that could cripple the travel experience.
“When discussing the use of digital technology, we must prepare from the outset for two types of risks: misuse, hacking, and hoaxes, as well as technical failures,” Fadjar Hutomo, Ministry Expert Staff for Crisis Management, said.
These risks extend to airport digital systems, which, if compromised, could lead to massive queues and delays in immigration or electronic visa processing. Manit, director of the International Cooperation and ASEAN Department at Cambodia’s Ministry of Tourism, said digital networks need strong security to prevent hacking as cross-border payment networks expand, TTG Asia reported.
Standardizing the tourist experience
To build long-term confidence, officials are looking beyond the transaction to the quality of the destination itself. This includes aligning sustainability standards and strengthening consumer protection laws.
Current frameworks like the ASEAN Green Hotel Standard and the ASEAN Clean Tourist City Standard aim to create a predictable environment for visitors. In Thailand, the TAT STARs programme offers voluntary sustainability ratings aligned with UN Sustainable Development Goals, providing marketing support to businesses that meet the criteria, TTG Asia reported.
South Korea’s model for consumer protection is being cited as a benchmark for the region. Christina Chan, head of the Culture and Tourism Unit at the ASEAN-Korea Centre, said that South Korea employs strict penalties, including business suspensions and heavy fines, for overcharging.
“There is zero tolerance for overcharging, supported by penalties such as mandatory business suspensions and hefty fines. “These laws are not built just for tourists, but for local citizens – when you protect consumer rights nationally, it automatically creates a convenient and safe environment for international travellers,” Chan told TTG Asia.”
However, the industry still faces internal regulation issues. Nia Niscaya, a senior principal expert at Indonesia’s Ministry of Tourism, highlighted a growing discrepancy between official tourism registries and listings on online travel agencies (OTAs), calling for stricter compliance with local licensing to ensure fair competition, TTG Asia reported.
The regional tourism landscape is shifting toward a more integrated, digital-first model, following a 2025 period where the ASEAN region welcomed approximately 147 million international arrivals, according to the Jakarta Globe.
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