Philippines Leads ASEAN Tourism Forum 2026 in Cebu, Focusing on the Regional Cooperation Sustainable Growth and Economic Impact

On January 26, 2026, the Philippines hosted the 63rd ASEAN National Tourism Organizations (NTOs) Meeting in Cebu, reinforcing its leadership in regional tourism cooperation and underscoring the transformative impact of tourism on Southeast Asia’s economies and communities. The meeting, part of the ASEAN Tourism Forum (ATF), focused on the theme ‘Navigating Our Future, Together’, highlighting the need for unified action among ASEAN countries to promote sustainable tourism growth and leverage tourism’s ability to drive economic prosperity in the region.

The meeting brought together tourism ministers and senior officials from ASEAN Member States, dialogue partners including China, Japan, the Republic of Korea, India, and Russia, along with representatives from international tourism organizations. Discussions centered around how tourism growth can be harnessed as a key driver of economic development, job creation, and local community empowerment, especially in rural and underdeveloped areas across Southeast Asia.

Tourism as a Catalyst for Economic and Community Growth

Tourism’s economic impact was a key topic during the meeting, with Undersecretary Verna C. Buensuceso of the Philippine Department of Tourism (DOT) emphasizing how tourism contributes significantly to local economies, particularly in rural areas. “Tourism remains a vital tool for economic development,” Buensuceso said. As an industry, it drives job creation, supports local businesses, and empowers communities.

In Southeast Asia, tourism accounts for a significant portion of GDP, supporting millions of jobs and generating billions in tourism revenue. According to Buensuceso, tourism’s growth in the Philippines and other ASEAN nations not only drives economic activity but also strengthens cultural exchange, fosters social inclusion, and contributes to regional stability. Moreover, these benefits underscore the importance of regional tourism cooperation as a strategic priority for ASEAN’s collective growth.

The Role of Sustainable Tourism in Regional Development

At the forefront of discussions was the role of sustainable tourism in regional development. Minister of Tourism, Huot Hak, from Cambodia, and other ASEAN leaders shared their insights on how eco-tourism and community-based tourism models can fuel growth while ensuring cultural preservation and environmental sustainability. As ASEAN tourism grows, leaders emphasized the importance of aligning tourism growth with sustainability to minimize negative environmental impacts and ensure long-term prosperity for local communities.

Meanwhile, Sustainable tourism, which promotes responsible travel practices and community empowerment, is increasingly recognized as a crucial element of economic diversification in Southeast Asia. With rural tourism on the rise, many ASEAN countries are looking to expand their tourism offerings beyond traditional urban destinations, focusing on nature-based tourism, heritage tourism, and cultural tourism as key drivers of economic growth.

Strengthening ASEAN’s Tourism Ecosystem and Regional Cooperation

The meeting in Cebu also marked the first official participation of Timor-Leste as an ASEAN Member State, further expanding the tourism cooperation network. Timor-Leste’s inclusion is expected to enrich the ASEAN tourism ecosystem, providing new opportunities for cross-border tourism and investment collaboration. As Buensuceso noted, ASEAN’s strength lies in its ability to widen the circle and include more countries, expanding tourism cooperation and economic integration within the region.

Through regional collaboration, ASEAN countries can create synergies that improve tourism competitiveness, enhance destination marketing, and boost investor confidence. The forum highlighted how sharing best practices, improving tourism infrastructure, and aligning policies across countries will drive tourism growth across Southeast Asia. Joint marketing efforts and cross-border initiatives will also attract more international tourists, encouraging them to explore multiple ASEAN destinations in one trip, thus supporting long-term regional growth.

Tourism’s Role in Driving Social and Economic Resilience

Tourism was also discussed as a critical tool for social resilience. Minister Al-Khateeb of Saudi Arabia pointed out how tourism can serve as a stabilizing force in regions where geopolitical tensions might exist, fostering understanding and global cooperation. As ASEAN continues to grow its tourism sector, it remains a powerful platform for cultural diplomacy, promoting peace, and driving economic stability.

The Philippines, as ASEAN’s chair for 2026, is set to continue leading the way in sustainable tourism by emphasizing local community involvement and inclusive tourism growth. The Philippines has already seen the success of its tourism models in areas like eco-tourism, and it aims to share these practices with the region, encouraging the development of tourism offerings that are environmentally responsible and culturally sensitive.

Building a Future of Sustainable Tourism and Regional Prosperity

The 63rd ASEAN NTOs Meeting in Cebu was a turning point for tourism cooperation in the region, emphasizing the role of sustainable and inclusive tourism growth in Southeast Asia. As the significance of Southeast Asia continues to grow in the global tourism industry, the meeting emphasized that tourism is not only a driver of economic growth but also a mechanism for promoting greater regional cooperation and stability.

Through continued cooperation and sharing of knowledge, the nations of ASEAN can improve the resilience of their tourism industries, create inclusive economies, and promote sustainable development in the sector. With the continued rise in global tourism demand, the importance of ASEAN as a major tourist destination will only continue to grow, bringing economic and cultural benefits to local communities while promoting sustainable development in the years to come. The Philippines, through its leadership and vision for tourism development, is establishing a new standard for the future of tourism in Southeast Asia.

Image Source: ASEAN 2026 PH