The ASEAN Tourism Association (ASEANTA) was founded on March 27, 1971, as a non-profit organization dedicated to the development and promotion of tourism within the ASEAN region. It was formed through the collaboration of several ASEAN countries' private and public tourism sectors.

From its beginnings, ASEANTA has grown to become an influential body in shaping tourism development and policies in Southeast Asia. It brings together a diverse membership that includes national-level tourism associations, hotel and restaurant associations, airlines, and National Tourism Organizations (NTOs) from all ten ASEAN member countries.

Key aspects of ASEANTA's history and initiatives include:

• Fostering Collaboration - ASEANTA serves as a platform to encourage closer working relationships among its members, partners, and government agencies to support the sustainable growth of ASEAN tourism.
• Policy Influence - The organization plays an active role in shaping tourism policies by providing feedback and recommendations to relevant government bodies, safeguarding the interests of its members.
• Marketing and Promotion - ASEANTA has been involved in various initiatives to promote ASEAN as a single, attractive destination. This includes the annual ASEAN Tourism Forum (ATF) and its associated travel exchange, TRAVEX, which serve as key business-to-business platforms for the industry.
• Standard Setting - ASEANTA works to improve service quality for travelers and tourists by monitoring standards of service and professionalism within the region.
• Strategic Planning - The association's efforts are aligned with broader initiatives like the ASEAN Tourism Strategic Plan, which outlines goals for promoting tourism cooperation and sustainable development.

In recent years, ASEANTA has continued to adapt to the changing tourism landscape by focusing on initiatives like the ASEAN Travel Exchange (ATEX), a new B2B platform, and the revival of the ASEANTA Excellence Awards, which recognize outstanding contributions to the region's tourism industry. The organization is an associated entity of ASEAN and is recognized under the ASEAN Charter.