Cebu: The Association of Southeast Asian Nations (ASEAN) highlighted the recovery of tourism in the region, with travelers to Southeast Asian countries reaching 144 million in 2025.
According to Philippines News Agency, Tourism Secretary Christina Frasco shared that preliminary figures indicate ASEAN welcomed around 144 million international visitors last year, surpassing the pre-pandemic figure of 143.6 million in 2019. Frasco, conveying the joint statement of the ASEAN Tourism ministers, emphasized that this growth signifies a 'sustained upward trend' in the tourism sector, attributing it to enhanced connectivity, diversified offerings, and strengthened marketing efforts.
Frasco presided over the 2026 ASEAN Tourism Ministers' Meeting during the three-day ASEAN Tourism Forum (ATF) hosted in Cebu from January 28 to 30. During these discussions, tourism officials agreed to implement a marketing strategy to jointly promote and connect key destinations across Southeast Asia.
In a separate interview at the ATF closing ceremony, Frasco stated, "Ang nais po natin ay (What we want is) to start with our strengths that are ready in terms of infrastructure and connectivity, and eventually we expand to other secondary and tertiary destinations." The strategy aims to position ASEAN as a 'unified, high-quality, single destination,' facilitating marketing efforts across the region.
Frasco further explained that ASEAN will assist in familiarization tours and exchange programs, enhancing product-specific marketing to attract global segments. The officials at the ministerial agreed to focus on promoting "sustainable, inclusive, resilient, and quality tourism" in ASEAN's marketing campaigns and stakeholder engagements.
The meetings also underscored the potential of cruise tourism as a growing market segment, encouraging cooperation to improve travel facilitation and port connectivity. The ATF adopted several documents, including the 2026-2030 ASEAN Tourism Sectoral Plan (ATSP) and the ASEAN Tourism Marketing Strategy.
A proposed early initiative in the ATSP is a 'connectivity pilot' linking at least two or three emerging destinations with strong tourism potential. Additionally, the Philippines proposed adopting an ASEAN Sustainable and Resilient Investment Outlook.
The Philippines will hand over its chairship of the ATF to Singapore, which will host the 30th ASEAN Tourism Ministers' Meeting in January 2027.
