ASEAN fosters again tourism unity in Cebu in a volatile environment

Tourism leaders across Southeast Asia as well as travel trade and travel media from around the world meet this week in Cebu, Philippines as the ASEAN Travel Forum and TRAVEX, its tourism trade exhibition, take place there.

ASEAN retains its appeal as one of the world’s favorite destination, recording 147.1 million international arrivals last year, according to first estimates.

Tourism leaders are advancing a broad strategy to market the region as a single, interconnected destination, underscoring cooperation as a key engine of economic growth.

This is nothing really new as ASEAN has been talking about it for at least two decades. But this year, it sounds more urgent than ever as the economic entity of 11 countries face daunting tasks : a war which profoundly severed relations between Cambodia and Thailand; and a more than ever volatile environment with the U.S.A. taking an aggressive stance against the rest of the world, while China is also flexing its muscles.

That vision of unity dominated discussions on Monday, Jan. 26, 2026, when officials convened in Cebu for the 63rd ASEAN National Tourism Organization (NTO) Meeting. Delegates agreed that closer coordination among member states is essential to strengthening the region’s competitiveness and ensuring long-term tourism growth.

The gathering also marked a landmark moment for ASEAN, as Timor-Leste was formally welcomed as the bloc’s 11th member. Officials described the move as a major step toward deeper regional integration, inclusivity, and shared development.

Opening the meeting, Department of Tourism Undersecretary Verna Emeralda Buensuceso emphasized that unity, rather than individual national efforts, will define the future of Southeast Asian tourism. She said countries must align policies, exchange best practices, and work toward common standards to meet evolving global travel demands.

Referencing the Philippines’ ASEAN chairship theme, “Navigating Our Future Together,” and the ASEAN Tourism Forum’s parallel theme, Buensuceso noted that the message is clear: no single country can shape the region’s tourism future alone. Instead, progress depends on collective action and a shared commitment to sustainability.

She stressed that tourism growth must be inclusive and responsible, delivering tangible benefits to local communities while protecting cultural and natural assets. According to Buensuceso, aligning innovation, regulation, and long-term vision will help ensure tourism remains a positive force across the region.

Discussions during the meeting centered on several priorities, including improving cross-border travel connectivity and strengthening responsible and sustainable tourism practices.

Oliver Chong, assistant chief executive of the Singapore Tourism Board’s International Group HQ and Oceania, who served as vice chair of the meeting, highlighted diversity as ASEAN’s greatest advantage. He said the region’s 11 destinations offer distinct cultures and experiences, united by shared values and aspirations.

Chong called for coordinated solutions to common challenges and urged members to build a tourism sector that is adaptable and future-ready. Singapore is expected to host the 2027 ASEAN Tourism Forum as part of the rotating host arrangement.

Discussions are due to continue during the week-long ASEAN Tourism Forum and TRAVEX, which officially opens Wednesday, Jan. 28, at the Liberty Shrine in Barangay Mactan, Lapu-Lapu City.

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