ASEAN tourism leaders draft post-2025 plan in Boracay

Tourism officials from across Southeast Asia convened in Boracay on Tuesday to continue charting a sustainable and competitive future for ASEAN tourism under the region’s post-2025 strategic plan.

The week-long meetings of the ASEAN National Tourism Organizations (NTOs), held at the Boracay Newcoast Convention Center, focused on developing regional strategies and interventions under the upcoming ASEAN Tourism Sectoral Plan 2026–2030.

Representing the Philippines, Department of Tourism Undersecretary Verna Buensuceso reaffirmed the country’s leadership role in crafting a forward-looking tourism roadmap. Speaking on behalf of Secretary Christina Garcia Frasco, she emphasized the importance of a digitally enabled, culturally grounded, and resilient tourism agenda.

“Let this gathering mark another chapter in ASEAN's journey of solidarity, where we not only travel together, but grow together toward a stronger, more united, and tourism-powered future,” Buensuceso said.

Asian Development Bank (ADB) Director Jong Woo Kang highlighted the sector’s economic weight, contributing 12 percent to ASEAN’s GDP and 42 million jobs. He reiterated the ADB’s support in drafting two key regional blueprints: the ASEAN Tourism Sector Plan and the ASEAN Marketing Strategy 2026–2030.

“These documents set pathways to strengthen cooperation as the ASEAN region aspires to be a global leader in quality and responsible tourism,” he noted.

Kanchana Wanichkorn, Director at the ASEAN Secretariat’s Economic Community Department, called for practical steps to realize ASEAN’s new long-term tourism vision. She underscored the importance of inclusivity and sustainable infrastructure development to maximize tourism’s benefits for youth, women, and MSMEs.

The meetings also serve as a platform for showcasing key projects and new marketing strategies aimed at building a more resilient and competitive ASEAN tourism industry in the post-pandemic landscape.