ASEAN MEETINGS: ‘Plus 3’ markets spark tourism growth in Southeast Asia

Local

VISITOR arrivals from China, Japan, and Korea continued to fuel tourism growth across Southeast Asia, with more than 32 million travelers from the three markets recorded in 2024, the Department of Tourism (DOT) said during a high-level regional meeting in Cebu City on Tuesday, Jan. 27.

DOT Undersecretary Verna Buensuceso said ASEAN member states logged over 20 million arrivals from China, more than 3 million from Japan, and over 9 million from South Korea last year. This has highlighted the importance of the so-called “plus-three” markets to the region’s tourism recovery and expansion.

Buensuceso, who serves as chair and head of the Philippine National Tourism Organization, presided over the 48th Meeting of ASEAN Plus Three National Tourism Organizations (NTOs), hosted by the Philippines in Cebu City on January 27, 2026.

Held under the theme “Navigating Our Tourism Future Together,” the meeting brought together senior tourism officials from ASEAN member states and dialogue partners China, Japan, and South Korea to strengthen cooperation and advance post-pandemic recovery and growth in the sector.

“The partnership between and among ASEAN, China, Japan, and the Republic of Korea is not just a collaboration. It is a vital alliance,” Buensuceso said in her opening remarks.

She said the sustained growth of arrivals from the three markets in 2025 further highlights tourism as one of the region’s most dynamic sectors, calling for stronger coordination amid emerging challenges and opportunities.

Buensuceso emphasized the importance of the ASEAN Tourism Sectoral Plan (ATSP) Post–2025 and the ASEAN Plus Three Tourism Cooperation Work Plan as key frameworks guiding joint initiatives, policy alignment, and long-term resilience.

She also cited the role of regional institutions such as the ASEAN-China Center, ASEAN-Japan Center, and ASEAN-Korea Center in promoting shared tourism goals and enhancing destination competitiveness.

“Today, while we reflect on our past achievements, we are also called to envision a future where our tourism sectors are not only competitive, but also resilient and inclusive,” Buensuceso said.

Japan, which co-chaired the meeting with the Philippines, reaffirmed its commitment to deeper tourism cooperation with ASEAN.

Japan Tourism Agency Deputy Commissioner Hironobu Nara said Tokyo would continue working closely with ASEAN countries through active exchanges and joint initiatives.

He noted Japan’s efforts to strengthen tourism resilience in the region.

Nara also expressed condolences to ASEAN countries affected by recent floods and landslides and recalled Japan’s hosting of the Ministerial-Level Tourism Resilience Summit in Sendai in 2024, which focused on disaster preparedness and recovery in tourism-dependent economies.

“I look forward to productive discussions with all colleagues from ASEAN Plus Three,” Nara said.

The meeting aims to further enhance regional tourism cooperation as ASEAN and its dialogue partners seek to sustain growth, strengthen resilience, and improve connectivity across destinations in the years ahead.(TGP)