Agoda Launches Agoda Impact Lab at ASEAN Tourism Forum

Agoda has officially launched the Agoda Impact Lab at the ASEAN Tourism Forum (ATF) on January 29, 2026. This initiative is designed to drive innovation, resilience, and sustainable growth in Asia’s travel and tourism industry by fostering collaboration between public and private sectors.

Key Highlights
- Launch Date & Venue: January 29, 2026, at the ASEAN Tourism Forum.
- Purpose: To serve as a launch pad for innovation and value creation in Asia’s travel ecosystem.

Focus Areas:
- Storytelling in tourism
- Industry upskilling and capacity building
- Sustainable travel solutions
- Thought leadership in travel and technology

Strategic Importance
- Public–Private Collaboration: The Lab is designed as a platform where governments, tourism boards, and private companies can design, test, and scale practical solutions.
- Resilience Building: Aims to strengthen the industry against challenges such as global disruptions, climate change, and evolving traveler expectations.
- Innovation Hub: Positioned as a catalyst for next-generation travel technologies and visionary approaches to tourism.

Benefits for Stakeholders
- Travel Industry Professionals: Access to training, workshops, and tools to enhance skills and adapt to new technologies.
- Governments & Tourism Boards: A collaborative space to co-create policies and initiatives that balance growth with sustainability.
- Travelers: Indirect benefits through improved services, more sustainable travel options, and richer cultural storytelling.

✅ In summary: The Agoda Impact Lab is a forward-looking initiative aimed at reshaping Asia’s travel industry by combining innovation, sustainability, and collaboration. It seeks to empower tourism stakeholders while enhancing traveler experiences across the region.