October 2025 signals a decisive shift in sustainable tourism across Asia, driven by new policies, regional pacts, and market-ready initiatives.

The Asian Development Bank is calling for a clean energy pact to reinvent Asia’s ports, while the new ASEAN-India tourism roadmap aims to harmonize sustainability standards and boost investment in responsible travel.

At the national level, Indonesia’s new tourism law strengthens community participation and destination management, and Thailand’s TAT is prioritizing measurable progress on recognized standards.

This policy momentum creates clear incentives for the private sector, seen in Malaysia's push for 24/7 carbon-free electricity and SWITCH-Asia's focus on scaling the circular economy. From UNESCO’s community capacity building in the Gobi to UN Tourism’s latest Best Tourism Villages, the message is clear: verifiable impact is the new benchmark.

Operators and DMOs should align with these standards, publish credible KPIs, and co-invest in community benefits to secure a competitive edge.

Welcome to the inaugural edition of the AST Market Brief, your monthly intelligence on the most newsworthy developments shaping sustainable tourism, digital media, and climate action across Asia.

In this first issue, we spotlight seven stories that reveal the shifting landscapes of policy, finance, and consumer behavior at the intersection of sustainability and travel.