CEBU CITY, Philippines — Tourism officials from Southeast Asia on Tuesday called for deeper coordination with China, Japan and South Korea, signaling a renewed push to position the region as a single, resilient travel destination as Asian tourism rebounds.
At the 48th Asean Plus Three National Tourism Organizations meeting, senior officials from the 11 member states of Association of Southeast Asian Nations met with counterparts from the three Northeast Asian countries, which together account for a significant share of the region’s inbound visitors. The gathering, held in Cebu City, focused on joint marketing, product development and long-term resilience planning.
The meeting was co-chaired by Tourism Undersecretary Verna Buensuceso of the Philippines and Hironobu Nara, deputy commissioner of the Japan Tourism Agency, reflecting what participants described as a shared interest in restoring travel flows while adapting to changing traveler expectations.
A Push for a More Unified Tourism Brand
Ms. Buensuceso said Asean’s goal is to build a tourism sector that is “competitive, resilient and inclusive,” anchored in partnerships that emphasize cultural exchange and innovation.
“By strengthening our partnerships, we can champion cultural exchange and foster innovation in travel experiences,” she said, adding that collaboration would help raise the global appeal of Southeast Asia’s destinations.
Tourism remains one of the region’s strongest economic drivers. In 2024, Asean recorded about 20 million arrivals from China, three million from Japan and nine million from South Korea, according to regional tourism data shared at the meeting. Officials expect further growth in 2025 as air capacity expands and consumer confidence improves.
Regional and Global Signals of Recovery
Tourism authorities in China, Japan and South Korea have also highlighted Southeast Asia as a priority market for outbound and regional travel. Japanese officials have pointed to pent-up demand for short-haul cultural and leisure trips, while South Korean tourism agencies have emphasized multi-country itineraries that combine nature, food and urban experiences.
International organizations echo that outlook. The World Tourism Organization has noted that Asia-Pacific tourism is recovering steadily, with regional cooperation and simplified travel frameworks seen as key to sustaining growth amid economic uncertainty and climate-related risks.
Looking Toward 2030
Asean tourism leaders said their longer-term vision includes the development of interconnected tourism corridors highlighting nature-based and cultural destinations, a stronger collective Asean brand, and improved crisis preparedness.
“Tourism serves as a vital bridge that connects diverse cultures, fosters international understanding and stimulates economic growth,” Ms. Buensuceso said.
As competition for travelers intensifies across Asia, officials said the success of Asean’s strategy will depend on how effectively the region can market itself not as a collection of individual destinations, but as a seamless and sustainable journey. (zai)