Pioneering Inclusive Travel: Advancing Senior Tourism Market in ASEAN

The ASEAN Tourism Research Association (ATRA), in collaboration with Taylor's University, Malaysia, and Universiti Putra Malaysia, recently co-organized the 16th ATRA Tourism Forum, themed “The Emerging Senior Tourism Market and Inclusive Development in ASEAN.” The forum commenced with insightful Opening Remarks and a Keynote Address by Prof. Dr. Neethiahnanthan Ari Ragavan, Executive Dean of the Faculty of Social Sciences & Leisure Management at Taylor’s University and President of ATRA. The session was moderated by Dr. Puvaneswaran Kunasekaran, Honorary Treasurer of ATRA and Head of Social Gerontology at the MyAgeing Research Institute, Universiti Putra Malaysia.

Esteemed experts from the hospitality and tourism industries across ASEAN were invited to share their insights. Among them were Y.M. Tunku Dato’ Seri (Dr.) Iskandar Bin Tunku Abdullah, Group Executive Chairman of Melewar Group Berhad; YBhg. Prof. Datuk Seri Dr. Victor Wee Eng Lye from the School of Hospitality, Tourism & Events, Taylor's University; Assoc. Prof. Dr. Pornpisanu Promsivapallop, Dean of the Faculty of Hospitality and Tourism, Prince of Songkla University; Assoc. Prof. Dr. Rahimah Ibrahim, Director of the Malaysian Research Institute on Ageing (MyAgeing®️) and Prof. Ir. Dr. Mohamed Thariq Bin Haji Hameed Sultan, Director of Universiti Putra Malaysia Press. Also contributing to the dialogue were ATRA Board Members Ms. Xialeemar Valdeavilla, CEO of XMS Consultancy, Philippines and Prof. Dr. Devi Kausar, Professor at the Faculty of Tourism, Universitas Pancasila, Indonesia. Their collective expertise provided invaluable perspectives, enriching discussions on the evolving landscape of hospitality and tourism in the region.

With approximately 200 participants, both in-person and virtually, the forum served as a dynamic platform for discussion on ASEAN’s evolving tourism landscape. A central theme was the importance of sustainability in shaping the future of the region’s tourism sector. Speakers emphasized the need for sustainable practices to meet the growing demand for responsible, inclusive, and enriching travel experiences.

A key highlight was the rising prominence of the senior tourism market. As this demographic expands, their travel preferences—focused on safety, comfort, and culturally immersive experiences, are reshaping industry priorities. Panellists underscored the significance of inclusive tourism, ensuring that senior travellers are seamlessly integrated into the tourism ecosystem.

The discussion also emphasized the role of technology and AI-driven solutions in enhancing the travel experience for older adults. From personalized digital services to accessibility-focused innovations, leveraging technology will be crucial in meeting the evolving needs of senior travellers. As ASEAN continues to refine its tourism strategies, the 16th ATRA Tourism Forum reinforced the importance of collaboration and innovation in fostering a sustainable, inclusive, and forward-thinking tourism industry.