CEBU CITY, PHILIPPINES — The Association of Southeast Asian Nations (ASEAN) has formally unveiled its roadmap for the region’s tourism development with the official launch of the ASEAN Tourism Sectoral Plan (ATSP) 2026–2030 during ASEAN Tourism Conference held in Cebu.
The strategic plan, adopted during the Philippines’ ASEAN Chairmanship, establishes the foundation for a more integrated, sustainable, and high-value tourism sector. This plan aligns with ASEAN’s long-term goal of becoming a global leader in quality tourism by 2045.
Key elements of the plan include digital innovation, environmental sustainability, resilience to emerging risks, and ensuring that tourism growth provides tangible benefits to local communities and small enterprises.
Philippine Department of Tourism (DOT) Secretary Christina Garcia Frasco, together with ASEAN tourism ministers and heads of delegations, formally launched ATSP 2026–2030, marking a major milestone in regional tourism cooperation.
Into a single ASEAN destination
During the ministers’ meeting, several key themes were highlighted, including ASEAN’s renewed efforts to facilitate seamless regional travel. One of the main topics of discussion was the proposal for a “Schengen-style” unified visa system, which aims to position ASEAN as a single, interconnected destination for international travelers.
The meeting also marked the formal inclusion of Timor-Leste in ASEAN’s tourism frameworks, reflecting the bloc’s commitment to inclusivity and enhanced regional cooperation.
Tourism ministers emphasized that, in addition to increasing visitor numbers, the new sectoral plan focuses on quality over quantity. It aims to promote high-value tourism, improve service standards, encourage digital transformation, and develop a workforce that is ready for the future.
ASEAN 2045 Tourism Vision
Under its “Our 2045 Vision,” the ATSP envisions ASEAN as a global leader in quality tourism that delivers sustainable and resilient outcomes while significantly contributing to economic growth and employment across Southeast Asia.
“Tourism drives connectivity and cooperation within ASEAN, bringing people, cultures, and economies closer together,” the sectoral plan states.
Building on the successes of previous tourism strategies and the region’s post-pandemic recovery, the ATSP 2026–2030 outlines shared priorities and coordinated actions that align with the ASEAN Economic Community (AEC) Strategic Plan for 2026–2030.
The ASEAN 2045 Vision is the long-term strategic goal of ASEAN to make the region a globally competitive, integrated, and sustainable community by its 80th anniversary in 2045.
The plan emphasizes environmental sustainability, community participation, cultural preservation, and resilience in addressing climate change, public health risks, and other challenges facing the global tourism industry.
Resilience, Workforce, Sustainability
Secretary Frasco emphasized the Philippines’ commitment to resilience, workforce empowerment, and sustainability under the ATSP. She noted the country’s vulnerability to climate-related disasters and its dependence on tourism as a key economic driver.
“Recent floods, typhoons, and earthquakes, particularly those affecting island and coastal destinations, such as Cebu, have highlighted the urgency of strengthening destination resilience,” Frasco said.
She noted that the government has increased efforts to strengthen tourism sites while implementing its national disaster risk reduction strategy.
She emphasized that tourism is a crucial driver of economic growth, employing approximately 16.4 million Filipinos in both formal and informal sectors, representing about 54 percent of national employment.
To enhance human capital, Frasco stated that the Philippines has prioritized ongoing skills development to promote the Filipino standard of service excellence.
Since 2022, over 244,000 Filipinos have participated in tourism-related training programs, and an additional 144,000 tourism workers have received training in specific destination skills across the country.
She added that when calamities disrupt livelihoods, the DOT works closely with the Department of Social Welfare and Development to provide emergency cash assistance and food packs to affected tourism workers, helping ensure income continuity during crises.
Seamless travel, visa liberalization pushed
Accessibility and seamless travel were also identified as major challenges, with the Philippines largely dependent on air connectivity for inbound tourism.
Frasco said the country continues to advocate visa liberalization, citing expanded visa-free entry arrangements and the launch of a digital health agenda under a presidential executive order.
She also called for stronger regional transport cooperation within ASEAN, particularly in route development to improve connectivity and balance tourism flows among member states.
Frasco emphasized the importance of product diversification through the Philippine Experience Program, which highlights not only the country’s natural attractions but also its heritage, culture, Indigenous traditions, and local cuisine.
She noted that this approach has led to increased visitor spending, with tourists averaging around US$2,070 per stay and staying in the country for up to 11 nights.
Sustainability remains central to the Philippines’ tourism agenda, with green and sustainable criteria integrated into resort and hotel ratings, she said. Local governments are also supported through funding for inclusive, resilient, and environmentally responsible tourism projects, added the secretary.
ASEAN members vow support, leadership
Timor Leste minister of commerce and industry Filipus Niño Pereira welcomed the ATSP as a milestone framework for strengthening cooperation, capacity building, and travel facilitation, describing the plan as a “celebration” for newer members of the ASEAN community.
Cambodia’s Tourism Minister, Huot Hak, reaffirmed the country’s commitment to the ATSP 2026–2030, emphasizing its transformative vision to modernize tourism governance, diversify the economic base, and strengthen regional integration.
He stated that Cambodia is transitioning from a tourism model that relies heavily on heritage to a more diversified, resilient, technology-driven, and green-growth economy.
“Through strategic governance aligned with innovation, inclusivity, and sustainability, we aim to address immediate challenges while anticipating future opportunities,” he said.
Singapore, meanwhile, announced its intention to champion connectivity under the ASEAN Tourism Sectoral Blueprint, highlighting air, sea, and marketing linkages as key drivers of ASEAN’s competitiveness.
Minister of State Alvin Tan cited investments at Changi Airport, including a fifth terminal expected to raise capacity to 140 million passengers, as well as Singapore’s leadership in ASEAN cruise tourism and coordinated regional marketing.
Malaysia reiterated its strong support for the blueprint, emphasizing sustainable and inclusive tourism as a guiding principle in policy and implementation.
Tourism Minister Dato’ Sri Tiong King Sing stressed the importance of protecting the environment, preserving cultural heritage, and ensuring tangible benefits for local communities.
Lao People’s Democratic Republic Minister Suanesavanh Vignaket reaffirmed its commitment to the ATSP, highlighting ecotourism as a key pillar of its tourism strategy and offering to share best practices with other ASEAN member states.
Indonesia Tourism Minister Widiyanti Putri Wardhana, for his part, underscored digitalization, sustainability, and workforce development, highlighting its AI-powered tourism platform and community-based tourism village programs.
Brunei Darussalam Primary Resources and Tourism Minister Dato Dr Abdul Manaf Merussin emphasized sustainable, high-value, and low-impact tourism, focusing on nature, culture, and adventure tourism, while calling for stronger regional cooperation in connectivity, digital transformation, and human capital development.
Thailand’s Permanent Secretary, Natthriya Thaweevong, emphasized the importance of sustainable tourism and seamless travel as the country aligns its national tourism strategy with the ATSP 2026–2030.
She highlighted the sector’s role not only as an economic driver but also as a catalyst for cultural exchange, happiness, and shared experiences. “Tourism is no longer just an economic engine,” the delegation said. “It connects people, exchanges values, experiences, cultures, and traditions, and allows us to share wonderful moments together,” she said.
Vietnam showcased its strong tourism recovery and long-term development strategy during the conference, emphasizing cultural identity, quality growth, and digital innovation.
Ho An Phong, deputy minister of culture, sports, and tourism of Vietnam, reported that Vietnam is shifting its tourism focus from recovery to sustainable, high-quality growth, highlighting culture as the foundation and tourism as the bridge to showcase the nation’s heritage, diversity, and gastronomy.
The Deputy Minister highlighted the importance of ASEAN integration and regional collaboration, suggesting that ASEAN should be promoted not just as a network of connected destinations, but as a comprehensive tourism ecosystem.
In his closing remarks at the ASEAN conference, Philippine DOT Undersecretary Shalimar Tamano emphasized the significance of collaboration, innovation, and people-centered development for the region.
“Over the past days, we have translated aspirations into meaningful action and transformed shared visions into a collective belief in a brighter future,” Tamano said, emphasizing that ASEAN is no longer just a collection of nations but a unified community guided by inclusivity, digital innovation, and sustainability.
He noted that the ATSP has provided a roadmap for cooperation among governments, the private sector, and civil society, creating opportunities for quality employment and lasting prosperity.
Speaking under the theme “Navigating Our Future Together,” Tamano urged stakeholders to turn strategies into concrete action, reminding participants that the world is watching ASEAN’s progress. “Let the story of ASEAN be one of unity, courage, and excellence,” he said.
Cebu hosts historic milestone
On January 28, Secretary Frasco also officially opened the 29th ASEAN Tourism Ministers’ Meeting, reaffirming ASEAN’s collective responsibility to advance tourism that delivers real benefits to communities and economies.
“Today, we return to Cebu to witness another milestone,” Frasco said, noting Cebu’s historical role as host of the 1998 Ministerial Understanding on ASEAN Cooperation in Tourism.
Earlier, on January 27, Frasco also opened the ASEAN Tourism Forum (ATF) 2026 at the Liberty Shrine in Lapu-Lapu City, reading President Ferdinand R. Marcos Jr.’s message underscoring tourism as a bridge between cultures and a force that unites the region.
The President highlighted the completion and adoption of the ATSP 2026–2030 as a major achievement of the Philippines’ ASEAN Chairmanship, describing the roadmap as reflective of ASEAN’s broader direction toward innovative, sustainable, and people-centered growth.
ASEAN leaders are confident that the ATSP 2026–2030 will help build a future-ready tourism sector, strengthen regional integration, empower communities, and position Southeast Asia as a competitive and responsible global tourism destination.
| Written by Mitchelle L. Palaubsanon/RAE
