ASEAN meetings get going in Cebu City

Local

CEBU on Monday, Jan. 26, opened the 63rd ASEAN National Tourism Organizations (NTO) Meeting.

Senior tourism leaders from Southeast Asia convened amid a key regional milestone marked by Timor-Leste’s formal inclusion as the bloc’s 11th member state.

Department of Tourism (DOT) Undersecretary Verna Esmeralda Buensuceso said the gathering comes at a “meaningful turning point” for regional tourism cooperation, with ASEAN member states pushing to further align policies, standards, and strategies to position Southeast Asia as a unified and competitive tourism destination.

Buensuceso emphasized Cebu’s historical role in ASEAN tourism, noting that it was in Cebu where the 1998 ministerial understanding on ASEAN cooperation in tourism was signed, an agreement that set the foundation for collaboration rather than competition among member states.

“This gathering is timely and it is purposefully guided by the Philippines’ ASEAN chairship theme: Navigating our Future Together and echoed by the ASEAN Tourism theme: Navigating our Tourism Future,” Buensuceso said.

She welcomed Timor-Leste’s participation, saying its inclusion enriches ASEAN’s regional community and reflects the bloc’s long-standing commitment to shared growth, trust, and cooperation.

“The future of tourism in our region will not be shaped by any one country alone,” Buensuceso said. “It will be shaped by how well we align our strategies, innovations, and resolve to ensure that tourism remains a force for good.”

Buensuceso said national tourism organizations play a critical role in translating regional commitments into tangible outcomes.

She noted that policy decisions directly affect visitor experiences, destination competitiveness, industry resilience, and community livelihoods.

She also highlighted the symbolism of the Philippines’ ASEAN 2026 chairship logo, particularly the balangay, an ancient seafaring vessel, which she described as an emblem of shared journeys, maritime cooperation, and the early roots of travel and trade in the region.

Incoming ASEAN tourism chair and Singapore Vice Chair Oliver Chong said the meeting takes place at a pivotal moment for the sector, as Southeast Asia faces both shared challenges and opportunities that require coordinated regional responses.

“Our collective strength lies in our diversity—11 unique destinations offering distinct experiences and cultural heritage—yet united by shared values and common aspirations,” Chong said.

He said the NTO meeting’s agenda focuses on key priorities that will shape the future of regional tourism, including seamless travel facilitation, enhanced connectivity, and the promotion of responsible and sustainable tourism practices.

Chong also expressed appreciation to the Philippines for hosting the meeting, calling for continued collaboration to steer ASEAN tourism toward a more resilient and future-ready landscape.

The 63rd ASEAN NTO Meeting is part of a series of high-level tourism engagements aimed at strengthening cooperation among member states and advancing Southeast Asia’s positioning as a single, attractive destination.(TGP)