Catherine Germier-Hamel, CEO, Destination Mekong shares the sustainability efforts in Mekong

Tuesday, March 5, 2024

In an engaging dialogue at the ASEAN Tourism Forum 2024, Catherine Germier-Hamel, the dynamic CEO of Destination Mekong, shared her insights with Travel And Tour World on the organization’s pioneering efforts in sustainability within the Mekong region.

Under the bright lights of one of the year’s most anticipated gatherings, Germier-Hamel spoke about the transformative shift of Destination Mekong towards becoming a Destination Impact Organization. This strategic repositioning reflects a profound commitment to integrating sustainability at the core of its mission—championing sustainable and inclusive tourism ecosystems across China, Cambodia, Laos, Myanmar, Thailand, and Vietnam.

“Sustainability is really part of our DNA,” Germier-Hamel emphasised, outlining the organization’s holistic approach to fostering environmentally, socially, culturally, and economically sustainable tourism practices. Central to Destination Mekong’s strategy is the empowerment and well-being of local communities, which are placed at the heart of the travel experience. This focus not only aims to enrich the lives of the residents but also to enhance the experiences of travelers by fostering genuine connections with the local culture and environment.

During her speech at a session focused on making sustainability more appealing, Germier-Hamel highlighted the innovative ways Destination Mekong is engaging with the topic. The organization is leveraging storytelling, online marketing, and content creation to promote the rich cultural heritage and diversity of the Mekong region. By highlighting local traditions, spirituality, and creative opportunities, Destination Mekong is not only preserving the past but also showcasing the vibrant contemporary life of the region.

Germier-Hamel’s vision for Destination Mekong extends beyond conventional notions of heritage to encompass a broader understanding of culture as a living, evolving entity. This approach seeks to transform the Mekong region into a hub of creativity, offering travelers unique opportunities to interact with locals and immerse themselves in the region’s rich cultural tapestry.

The ASEAN Tourism Forum 2024 served as a perfect backdrop for Germier-Hamel to share Destination Mekong’s ambitious goals. Her enthusiasm and innovative strategies underscore the potential of sustainable tourism to drive positive change and empower communities across the Mekong region, setting a benchmark for others to follow.

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