The Tourism Potential in the ASEAN Region

In 2024, tourism generated close to US$400 billion in Southeast Asia, accounting for almost 10 percent of the region’s gross domestic product (GDP) and supporting about 42.5 million jobs.

The DOT said agreements reached during the forum are expected to lead to expanded air routes across Southeast Asia, benefiting major Philippine gateways such as Manila and Cebu, as well as Bohol, Davao, and Iloilo.

There were around 127 million international arrivals to the region that year.

In 2025, Southeast Asia welcomed 144 million international visitors, reflecting a 13.4 percent year-on-year increase, with nearly 48 million travelers coming from within the region itself.

This impressive and dynamic picture of tourism in the region was shared by Association of Southeast Asian Nations (ASEAN) Deputy Secretary-General Satvinder Singh in his opening address at the recent ASEAN Tourism Forum (ATF) 2026, held in the Philippines, which chairs the regional intergovernmental organization this year and coordinates its year-long series of summits and other activities.

ASEAN was formed on August 8, 1967, by five member states, known as its Founding Fathers: Indonesia, Malaysia, the Philippines, Singapore, and Thailand.

The regional group has significantly grown and now has 10 member states, with the addition of Brunei, Cambodia, Laos, Myanmar, and Vietnam, while Timor-Leste is in the process of joining as the 11th member.

Tourism 2026–2030

The highlight of ATF 2026 was the unveiling of the Declaration on the Implementation of the ASEAN Tourism Sectoral Plan 2026–2030.

This five-year sectoral plan sets five interlinked priorities to guide tourism strategies in the region: resilient tourism; empowerment of the tourism workforce; accessible and seamless travel; digital tourism and product diversification; and sustainable tourism.

The declaration aligns with ASEAN Vision 2045, the long-term development blueprint endorsed by ASEAN leaders last year, which sets out a 20-year trajectory for the economic, social, and institutional growth of the region, positioning tourism as a key driver of quality growth, resilience, and meaningful employment.

The ASEAN Tourism Sectoral Plan provides an opportunity for the region to move decisively from post-lockdown recovery toward the long-term transformation of Southeast Asia’s tourism sector.

Southeast Asia’s tourism rebound has been driven by strong intra-regional travel and renewed long-haul demand, said Asian Development Bank (ADB) Vice President for East and Southeast Asia and the Pacific Scott Morris.

He said the ADB has committed more than US$4 billion to tourism-related projects and has a US$3 billion investment pipeline through 2030.

Immediate Benefits for PH

The Philippines serves as the lead country coordinator for the ASEAN Tourism Sectoral Plan.

Department of Tourism (DOT) Secretary Christina Garcia-Frasco, who chaired the three-day ATF, emphasized that the gathering marked the transition from the ASEAN Tourism Strategic Plan (ATSP) 2016–2025 to the upcoming ATSP 2026–2030 and the ASEAN Tourism Marketing Strategy (ATMS) 2026–2030.

Reading the joint media statement on the outcomes of the ministerial meeting, the DOT secretary said: “The meeting encouraged continued efforts to operationalize ATMS 2026 to 2030, with a strong focus on promoting Southeast Asia as a single, seamless, and high-quality tourism destination through data-driven, audience-centered, and digitally enabled regional marketing initiatives.”

The DOT said agreements reached during the forum are expected to lead to expanded air routes across Southeast Asia, benefiting major Philippine gateways such as Manila and Cebu, as well as Bohol, Davao, and Iloilo.

Cebu has already welcomed 13 new international routes, several of which originate from ASEAN countries.

Manila, for its part, has recorded around 23 new international flights, also including ASEAN connections.

Also expected to receive a needed boost is the country’s cruise tourism. The Philippines boasts more than 40 islands suitable for cruise calls. The Bureau of Immigration said that more than 56,000 cruise tourists have visited the country.

The completion of a cruise port in Siargao and additional projects with the Philippine Ports Authority are key steps in strengthening this sector.

Regional tourism strengthens the country’s tourism value chain.

It strengthens and expands the local economy by connecting local stakeholders with global buyers, accelerating tourism-related investments, and supporting jobs in hospitality, transport, and other sectors.

ATF 2026 provides immediate and strategic opportunities for the Philippines, which the national and local governments, the private sector, stakeholders, and communities should strive to maximize.