Laos: focus on sustainability and promoting the destination

# tags: MICE , Events , ATF , Asia , Tourism , Destinations

Phouthone Dalalom

Laos is focusing on sustainable tourism, promoting the destination, and improving the country's infrastructure and facilities.

Tourism in Laos is growing. In 2025, Laos welcomed a total of 4,580,709 visitors, with Thailand (1,484,319 tourists), China (1,157,278), Vietnam (1,129,109), Korea (182,709), and Russia (73,568) being the five main markets.

The figures represent an 11% increase over the previous year, according to Phouthone Dalalom, deputy director-general of the Marketing and Promotion Department of the Lao Ministry of Culture and Tourism, in a presentation at the ASEAN Tourism Forum 2026, held in Cebu, Philippines, at the end of January.

“Last year, tourism improved because we hosted the ASEAN Tourism Forum in 2024 and then also launched Visit Laos Year 2024, which meant we had many promotional activities. When we announced and promoted our tourism around the world, we were able to attract more visitors. Last year, the number of visitors to Laos increased by 11%, which is due to our promotional campaign and our cooperation with ASEAN member states and other countries," Phouthone Dalalom said in an interview with Event Point.

The MICE industry is part of the tourism strategy. Although MICE is relatively new in the country, “the Lao government is also trying to promote MICE tourism because it can attract more high-end visitor groups” – tourists who stay longer in the country and have higher expenses.

However, he acknowledges the need to improve the country's infrastructure and build new facilities, as there are not many venues for MICE events. Existing facilities comply with ASEAN standards, but structures for events such as trade fairs, for example, need to be further developed. Vang Vieng, in Vientiane province, is considered “suitable” for the industry and is only an hour away from the capital.

Tourism development strategies

Laos' Tourism Development Plan 2026-2030 encompasses the development and improvement of infrastructure and facilities; the implementation of certain standards in tourism management; the promotion and marketing of the destination; the development of human resources, with training and other initiatives; and the improvement of cooperation in public-private partnerships.

Tourism is one of Laos' priority sectors, contributing to national socioeconomic development, generating revenue, and creating job opportunities. And the potential for tourism is huge. Laos has four UNESCO World Heritage sites, 26 national protected areas, 2,410 attractions, adventure activities, community-based tourism, and gastronomic tourism. The country has 2,960 restaurants and 3,447 accommodations.

The focus is also on developing sustainable tourism based on cultural, natural, and historical resources, as well as promoting and preserving culture, traditions, and the arts.

“We expect an increase of more than 10% this year”

Expectations for this year are to maintain the growth trajectory of tourism in the country. "We hope that tourism in Laos will be better this year than in 2025. As we carried out many tourism promotion activities last year, we are confident that the number of tourists will be higher this year. We are also trying to promote more and more. We have also asked Lao embassies abroad to promote tourism in the country. In addition, we are trying to continue participating in tourism events. And we expect an increase of more than 10% this year," Phouthone Dalalom told Event Point.

To attract more visitors to Laos, there is a public relations strategy that involves promoting tourism through national media, including television, radio, and newspapers (also in English), promotion on the official tourism website (www.tourismlaos.org) and social media; publishing tourism materials (brochures, guides, maps, posters, etc.), producing various promotional videos, organizing fam trips for YouTubers and national and international media, and participating in international tourism fairs and roadshows.

* The journalist travelled at the invitation of ATF 2026