ASEAN has decided to emphasize promoting lesser-known tourist sites throughout the region to more evenly distribute visitor numbers and alleviate stress on high-demand locations, said Datuk Roslan Abdul Rahman, Secretary-General of Malaysia's Ministry of Tourism, Arts, and Culture.

At the ASEAN Tourism Forum 2025, Roslan highlighted the necessity of opening up secondary and tertiary destinations so that tourists can experience a wider variety of attractions. This approach supports sustainable tourism objectives and aims to preserve cultural and natural heritage while creating opportunities for smaller communities.

Malaysia is also tackling early signs of overtourism in busy areas such as Semporna and Sabah by improving infrastructure and implementing sustainable tourism practices. ASEAN's joint strategy is focused on balancing development with environmental conservation, aiming to maintain a resilient tourism industry within the region.