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ASEAN hospitality and tourism businesses face considerable problems due to the COVID-19 outbreak and other challenges. This chapter examines the pandemic’s impact, technology changes, worker dynamics, regulatory complexity, and geopolitical uncertainties. Despite these hurdles, ASEAN remains committed to sustainable development via innovation, collaboration, and social responsibility. Long-term growth requires embracing digitalization, addressing worker shortages, reducing regulations, and promoting responsible tourism practices. Collaboration among stakeholders, governments, and industry players is critical for navigating the complicated landscape and attaining ASEAN’s sustainability goals for the tourism industry. Additionally, there is a need for continuous investment in infrastructure, education, and training to support the industry’s evolving demands.

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