Cebu city: The national tourism organizations (NTOs) of the Association of Southeast Asian Nations (ASEAN) are seeking to strengthen marketing collaboration with counterparts in key markets - China, Japan, and Korea. Senior NTO officials from the 11 ASEAN member states, along with representatives from China, Japan, and Korea, met Tuesday at the 48th ASEAN Plus Three NTOs Meeting in Cebu City. The meeting was co-chaired by Tourism Undersecretary Verna Buensuceso and Japan Tourism Agency Deputy Commissioner Hironobu Nara, as the region intensifies efforts to boost arrivals from the three major tourism markets.

According to Philippines News Agency, Buensuceso stated that ASEAN aims to build a tourism sector that is competitive, resilient, and inclusive through stronger partnerships that promote cultural exchange and innovation in travel experiences. "By strengthening our partnerships, we can champion cultural exchange and foster innovation in travel experiences, thereby enhancing the appeal of our destinations to travelers from every corner of the globe," she said.

Buensuceso noted that tourism remains one of the region's most dynamic sectors, recording 20 million arrivals from China, 3 million from Japan, and 9 million from Korea in 2024. She added that further growth from these markets is expected in 2025, with tourism continuing to serve as a bridge for cultural exchange and economic development. "This is really one of the dynamic sectors in our region. Tourism serves as a vital bridge that connects diverse cultures, fosters international understanding, and stimulates economic growth," she said.

By 2030, ASEAN NTOs aim to develop interconnected tourism corridors showcasing nature-based destinations, strengthen ASEAN's competitiveness as a single tourism destination, and enhance resilience against potential shocks and crises.