ATF 2026: ASEAN wants to move from tourism recovery to transformation era

https://asean2026.gov.ph/

Philippines Department of Tourism Secretary Christina Garcia Frasco and ASEAN tourism ministers moved from the recovery phase for the region’s tourism strategy to a new era.

It will look at transforming the way tourism is considered to make it a high-value economic sector based on quality rather than on quantity. Last year, ASEAN received officially over than 144 million international visitors, finally exceeding pre-Covid figures of 143.6 million in 2019. From that number, close to 48 million were from intra-ASEAN.

Now that ASEAN countries are above the 2019 performance, the region is moving to a new chapter in its development with the adoption of the ASEAN Tourism Sectoral Plan (ATSP) 2026–2030. It outlines a long-term ambition to position the bloc as a global leader in quality, high-value tourism by 2045.

The plan was officially unveiled during the ASEAN Tourism Conference in presence of ASEAN tourism ministers. “The ASEAN Tourism Sectoral Plan will serve as the framework for sustainable tourism development across the region from 2026 to 2030. The Philippines was privileged to have been selected as lead country coordinator in taking the surveys for the plan, devising the plan in partnership with Asian Development Bank and the ASEAN Secretariat,” Secretary Christina Garcia Frasco said.

Anchored in what ASEAN calls its “2045 Vision,” the strategy aims to build a tourism sector that is sustainable, resilient, and inclusive, while delivering meaningful economic growth and employment across Southeast Asia. Tourism is framed as a key driver of regional connectivity, strengthening ties among ASEAN’s peoples, cultures, and economies.

Looking at tourism in a different way

The ATSP 2026–2030 sets out shared priorities and coordinated actions among member states to enhance ASEAN’s tourism competitiveness, while placing strong emphasis on environmental sustainability, community involvement, and the protection of cultural heritage.

Among the initiatives which could be rapidly launched is the “connectivity pilot” through the linking of at least two or three emerging destinations with “strong tourism connectivity potential.” Cruise tourism is also seen as a growth potential segment while streamlining travel facilitation and enhancing port connectivity.

“Discussions will focus on how we can improve route connectivity across the ASEAN destinations by air, as well as further improve and expand. In terms of cruise tourism development, we find that in introducing diversification and digitalization as a priority, we assure that our destinations not plagued by overtourism, for example, that will lead to the degradation of our natural assets,” told Frasco.

Interesting is a shift in the way ASEAN member states look at tourism: the new roadmap prioritizes quality growth over sheer visitor numbers. It promotes the development of high-value tourism products, higher service standards, digital transformation, and stronger human capital.

“ASEAN countries are opened up to opportunities to highlight the other assets of their destination such as our diverse and rich culture our beautiful gastronomy, as well as our indigenous heritage and the stories that pervade our destinations as can be gained from our community-based tourism enterprises,” Frasco noted.

The plan also highlights the importance of resilience, particularly in responding to climate change, public health risks, and other emerging challenges facing the tourism industry. Climate change is indeed becoming a top challenge for the region as massive flooding, earthquakes, cyclones and other extreme weather events unfortunately set the tempo in 2025.

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