Destination Mekong was created in 2017 to champion the Mekong region, comprising Cambodia, PR China (Guangxi and Yunnan Provinces), Lao PDR, Myanmar, Thailand, and Viet Nam as an attractive sustainable tourism destination creating value, impact and opportunities for all. Endorsed by the Mekong Tourism Coordinating Office and aligned with the mandate of the regional collaborative tourism framework of the six-member governments of the Greater Mekong Sub-region, Destination Mekong executes targeted projects and initiatives, including Mekong Moments, Mekong Mini Movie Festival, Mekong Innovative Startups in Tourism (MIST), Experience Mekong Collection, Mekong Heroes, and Mekong Trends, with feedback from the Mekong Tourism Advisory Group (MeTAG) and via public-private partnership investment structure, led by UNWTO Affiliate Member Chameleon Strategies.