Destination Mekong was created in 2017 to promote the Mekong region, comprising of Cambodia, PR China (Provinces of Guangxi and Yunnan), Lao PDR, Myanmar, Thailand and Viet Nam as a single tourism destination to stimulate responsible and sustainable development and investment, and drive inclusive growth. 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.