ASEAN Launches 2026–2030 Tourism Strategy to Market Region as One Destination

CEBU, Philippines, Feb. 3, 2026 — ASEAN tourism ministers have agreed to reposition Southeast Asia as a single, seamless destination under a new strategy guiding regional cooperation from 2026 to 2030.

Meeting over the weekend at the 29th ASEAN Tourism Ministers’ Meeting, officials endorsed the ASEAN Tourism Sectoral Plan and Marketing Strategy for 2026–2030, setting the foundation for the next phase of regional tourism development.

The new approach emphasizes branding Southeast Asia as one integrated destination through data-driven, digitally enabled marketing and closer collaboration with private sector partners and global platforms. Ministers highlighted the need for co-branded campaigns to promote multi-country travel across the region.

Connectivity is a key focus, with stronger coordination between tourism and transport sectors to improve access, support emerging destinations, and expand multi-modal travel. Cruise tourism was also spotlighted, with calls to enhance port links and promote multi-destination itineraries.

Ministers reaffirmed the importance of ASEAN Tourism Standards to ensure quality, safety, and sustainability, citing recent awards for green hotels and clean tourist cities. They also noted progress on professional training, with a regional secretariat set to open in 2026.

The next ASEAN Tourism Ministers’ Meeting will be held in Singapore in January 2027.