This book explores one of the world’s most dynamic and rapidly evolving tourism regions, the Greater Mekong Subregion, spanning Cambodia, Laos, Myanmar, Thailand, Vietnam, and Southwest China. It examines the profound transformations shaping the region through post-COVID recovery, technological innovation, shifting tourist demand, and expanding cross-border connectivity.

Contributions from leading researchers unpack the complex interplay of economic growth, cultural change, environmental pressures, and regulatory developments that are redefining tourism across the region. Through a rich collection of case studies and empirical research, the book highlights key issues such as infrastructure development, community-based tourism, heritage preservation, policy challenges, and stakeholder collaboration. Structured around four key themes: —economic and infrastructure transitions, cultural and social dynamics, regulatory frameworks, and practical case studies, —the book provides both theoretical insights and real-world applications. From cross-border tourism routes and railway development to cultural authenticity, ecotourism, and innovative destination management, each chapter offers valuable perspectives on navigating change in complex tourism systems.

This volume is essential reading for academics, policymakers, and industry practitioners seeking to understand and respond to the evolving landscape of tourism in Southeast Asia. By addressing critical gaps in current research and emphasizing inclusive and sustainable development, Tourism Transitions in the Greater Mekong provides actionable insights for shaping the future of tourism in the region.

Athitaya Pathan is Assistant Professor and Program Director of the Tourism
Business and Events Program at Mae Fah Luang University, Thailand, and
Head of the Tourism, Hospitality, and Events Research Group (TH&E), which
supported and initiated this book project. Her expertise spans event management,
MICE, and festival studies, with a focus on cross-border tourism and regional
development in the Greater Mekong Subregion. She has contributed to academic
publications in tourism and events and has been actively involved in editorial and
research initiatives that advance knowledge in the field. Her work emphasizes
interdisciplinary approaches and the application of research to industry practice
and regional integration.

Siripen Yiamjanya is Associate Dean and faculty member of the Tourism Business
and Events Program, School of Management, Mae Fah Luang University,
Thailand. She is also a member of the Tourism, Hospitality, and Event Research
Group (TH&E). Her research interests include heritage management and tourism,
cultural heritage interpretation, tourism development, and destination marketing.
Her work is grounded in local community contexts, emphasizing collaborative
approaches to the sustainable and creative utilization of cultural heritage resources.
Her current research focuses on interpreting cultural landscapes to support sustainable
management practices. She has actively published in international academic
journals and presented at international conferences in cultural heritage management
and tourism.

Nattapan Kongbuamai is Assistant Professor of Economics at the School of
Management and a researcher in the Tourism, Hospitality, and Events Research
Group (TH&E) at Mae Fah Luang University, Thailand. He received his PhD in
Applied Economics from the Beijing Institute of Technology, China (PRC). His
research interests include Development Economics, the ASEAN economy, Tourism
Economics, Energy Economics, and sustainability. In addition, he has served
as an advisor on several projects at both national and international levels. His work
has been published in peer-reviewed academic journals, and he also serves as a
reviewer for several scholarly journals.

Pornpimol Chaisanit is Lecturer in the Hospitality Business Management Program
at Mae Fah Luang University, Thailand. She is also an active member of
the Tourism, Hospitality, and Event Research Group (TH&E), contributing to
interdisciplinary research in the tourism and service industries. She holds a PhD
in Integrated Tourism Management from the National Institute of Development
Administration (NIDA), Thailand, an MSc in International Hotel and Tourism
Management from Oxford Brookes University, United Kingdom. Her research
interests focus on wellness spa management, hospitality management, and tourism
development. She has over ten years of professional experience in the hospitality
industry, encompassing both operational level and managerial roles in five-star
hotels in Thailand, including internationally recognized brands such as Marriott
International and Mandarin Oriental Hotel Group. Her current research explores
wellness tourism and hospitality management practices, particularly in relation to
enhancing customer experience, sustainability, and service innovation within the
tourism and spa industries.

Matej Balen is Assistant to the Dean and faculty member in the Tourism Business
and Events Program, School of Management, Mae Fah Luang University,
Thailand. He is also a member of the Tourism, Hospitality, and Events Research
Group (TH&E). His research interests include tourism demand modelling, sustainable
tourism, technology and innovation in tourism, tourism entrepreneurship, and
destination image. He is a data and business analytics enthusiast, particularly in the
area of hotel and tourism analytics, and emphasizes interdisciplinary approaches
across tourism management, technology applications, and sociology.

Lee Jolliffe is a retired Canadian hospitality and tourism professor with an academic
background in museum studies (Masters, University of Toronto, Canada, and PhD,
University of Leicester, UK) and a research interest in heritage tourism. Currently, she
is Research Advisor to the Tourism, Hospitality and Events Research Group (TH&E)
at Mae Fah Luang University, Thailand. Her publications include Tea and Tourism:
Tourists, Traditions and Transformations (Editor, 2007) with Channel View Publications,
Routledge Handbook of Tea Tourism (Lead Editor, 2023) with Routledge, and
journal articles and book chapters focusing on various aspects of heritage tourism.