Philippines Department of Tourism Undersecretary and Chairperson Verna Esmeralda C. Buensuceso delivered her opening remarks at the 63rd ASEAN National Tourism Organization Meeting, held at a hotel in Cebu City on January 26, 2026.
Tourism Leaders Craft Major Plan for Southeast Asia as Unified Destination
Tourism leaders are actively working on a comprehensive strategy to position Southeast Asia as a single, integrated destination for global travelers. This ambitious goal took center stage on Monday, January 26, 2026, as officials convened in Cebu for the 63rd ASEAN National Tourism Organization Meeting. The group emphasized that collaborative efforts serve as the most critical driver for boosting the region's economic growth and enhancing its global appeal.
Historic Milestone: Timor-Leste Joins ASEAN Tourism Bloc
The meeting also marked a historic moment for regional cooperation. Leaders formally welcomed Timor-Leste as the bloc's 11th member, a move hailed as a significant milestone for inclusivity and strengthened partnerships across Southeast Asia. This expansion underscores the region's commitment to unity and shared progress in the tourism sector.
Navigating the Future Together: Unity as Key to Success
Department of Tourism Undersecretary Verna Emeralda Buensuceso opened the discussions by highlighting the urgent need for unity among ASEAN nations. She explained that the future of tourism depends on countries aligning their strategies, sharing innovative ideas, and fostering sustainable practices.
"Guided by the Philippines ASEAN chairship theme, 'Navigating Our Future Together,' and echoed by the ASEAN Tourism Forum theme, 'Navigating Our Tourism Future Together,' we are reminded that the future of tourism in our region will not be shaped by any one country alone," Buensuceso stated.
She stressed that achieving success requires a steadfast commitment to sustainable growth that directly benefits local communities and preserves cultural heritage.
"It will be shaped by how well we align our strategies, our standards, our innovations, and, most importantly, our resolve to ensure that tourism remains a force for good," she added.
Strength in Diversity: Turning Variety into Asset
The meeting focused on key priorities for the future, including:
- Making travel between countries seamless and hassle-free
- Advancing responsible tourism practices that protect the environment
- Enhancing visitor experiences through coordinated marketing efforts
Oliver Chong, assistant chief executive of the Singapore Tourism Board International Group HQ and Oceania, served as the meeting's vice chair. He spoke about how collaboration can transform Southeast Asia's rich diversity into its most significant asset.
"Our collective strength lies in our diversity — 11 unique destinations, each offering distinct experiences and rich cultural heritage, yet united by shared values and common aspirations," Chong remarked.
Chong called for coordinated efforts to address common challenges and build a tourism sector that is resilient, innovative, and ready for future demands. Looking ahead, it was noted that Singapore is expected to host the 2027 ASEAN Tourism Forum as part of the annual rotation of duties among member states.
What's Next: Setting the Stage for ASEAN Tourism Summit
This pivotal meeting sets the stage for the week-long ASEAN Tourism Summit, which officially opens on Wednesday, January 28, at the Liberty Shrine in Barangay Mactan, Lapu-Lapu City. As leaders continue their discussions throughout the week, the focus remains clear: creating a resilient, connected, and future-ready tourism experience that elevates the entire region's profile on the global stage.
