PHNOM PENH, Oct 12 — Tourists once stayed away during rainy seasons, but the Mekong region intends to woo them by turning its wet season into a major attraction that showcases its scenic beauty.

Governments across the Mekong region are also steering tourism toward the new trend of greener models to court eco-minded travellers and tap rural resources during the off-season.

From Cambodia and Myanmar to Vietnam, the lull monsoon season is slowly transforming into a vibrant tourism segment.

“This is the time when Cambodia reveals its most authentic and vibrant beauty. Flourishing nature, fresh greenery stretching across the country, clean air, and magnificent landscapes create rare and valuable experiences for visitors,” Cambodia Tourism Minister Huot Hak said at the Coastal Green Season Tourism Event 2026 in Kampot province in early October.

The monsoon unveils the Mekong region’s hidden scenic treasures. From May to October, the long rains add a fresh coat to the rural landscape — rain breathes new life into the rainforest, glistens the parched paddy fields, and once-dry rivers and ponds swell into picnic and rafting spots. And coastal areas come alive with cultural and traditional festivals.

Tourism industries are restructuring activities and launching targeted, tourist-centric events to attract visitors who would otherwise avoid travelling during the wet season.

Quang Ninh province in northern Vietnam is promoting year-round tourism built on night-time entertainment, festivals, and the spiritual appeal of its mountain and forest landscapes.

Farther south, Da Nang has moved beyond beach tourism to urban attractions, resorts, entertainment, and culture when the weather is unsuitable for swimming, reported news portal Vietnamnet.

Hanoi Tourism Association Vice Chairman Nguyen Tien Dat said the new concept does not mean ushering tourists to risky areas but restructuring tourism products.

“A rainy day is an opportunity for museum visits, heritage tours, culinary experiences, wellness, art or craft villages, while a beach itinerary can be replaced with a city tour, nature excursion, and community-based cultural activities,” he said, as reported by Vietnamnet.

The low season also offers advantages in service prices, less crowded spaces, and opportunities to organise more in-depth experiences, he said.

Tourists looking for economical travels would be pleased to know that overall travel costs drop by 30 to 50 per cent during the rainy season, according to the Vietnam Tourism website.

A boutique hotel in Hoi An, for instance, costs US$90 (RM368) in February but drops to US$35 in October. Halong Bay cruises are 40 per cent cheaper.

Authorities in Myanmar, one of South-east Asia’s untapped jewels, are encouraging travels during the monsoon to enjoy its pristine landscapes.

In picturesque Hpa-an, the capital of Kayin State, most hotels were fully booked as local visitors flocked to admire the region’s scenic landscapes during the season, according to state media The Global New Light of Myanmar.

Travel preferences are shifting across generations, with Gen Z and millennials — who are more environmentally conscious, budget-minded, and eager for adventure — leading the change, according to industry observers.

Tourism today is about more than generating revenue and welcoming visitors.

Modern-day tourism is closely linked to sustainability, the promotion of cultural heritage and values, and the upliftment of rural communities and economies — while ensuring environmental protection.

It generates income for craft makers, guesthouse owners, guides, motorcycle and bicycle rental operators, farmers, and traditional performers, boosting community enterprises, including those run by women.

Tourism supports jobs and growth, but also generates 7.3 per cent of global greenhouse gas emissions, according to the World Travel and Tourism Council. A shift toward greener travel could help cut those emissions. — Bernama