The Philippines pushed for deeper regional collaboration in tourism during the 63rd ASEAN National Tourism Organizations (NTOs) Meeting in Cebu City on Monday (Jan. 26), as discussions emphasized the need for ASEAN Member States “to move forward not as competing destinations but as a unified region” ahead of the 2026 ASEAN Tourism Forum (ATF).

Chaired by Department of Tourism (DOT) Undersecretary Verna Buensuceso as Head of the Philippine NTO, and Singapore as incoming chair, the high-level meeting gathered senior tourism officials across Southeast Asia, international dialogue partners, and organizations to lay out long-term plans for the region’s tourism sector.

“We are reminded that the future of tourism in our region will not be shaped by any one country alone,” Usec. Buensuceso said in her opening remarks on behalf of Tourism Secretary Christina Garcia Frasco.

“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 continued.

Guided by this year’s theme, “Navigating our Future, Together,” the 63rd NTOs meeting is officially part of the week-long series of high-level meetings, consultations, working group sessions, and discussions central to ASEAN tourism cooperation.

𝗙𝗿𝗼𝗺 𝘃𝗶𝘀𝗶𝗼𝗻 𝘁𝗼 𝘁𝗮𝗻𝗴𝗶𝗯𝗹𝗲 𝗿𝗲𝘀𝘂𝗹𝘁𝘀

Speaking before heads of national tourism organizations, DOT Undersecretary Buensuceso also emphasized that the regional meetings over the week must deliver tangible policies and benefits for tourism stakeholders.

“As we exchange best practices and strengthen cooperation, may our discussions lead to outcomes that are concrete and forward-looking. Outcomes that support sustainability without sacrificing growth, that accelerate digital transformation while protecting trust and safety, and that keep communities at the heart of the tourism economy so that the benefits of travel are felt not only in arrivals but in myriad opportunities,” Buensuceso said.

“What we decide and coordinate in meetings like this translates into the visitor journey, the competitiveness of our destinations, the resilience of our enterprises, and the livelihoods of our communities,” she continued.

Held in Cebu, this year’s ASEAN Tourism events mark another milestone turning point with the introduction of Timor Leste as the 11th member state of the regional association. It was in the province where the ASEAN Cooperation in Tourism was signed in 1998.

“With sincere joy, we welcome Timor-Leste as the 11th Member State of ASEAN. Your presence enriches our regional community and reminds us that ASEAN’s strength has always come from widening the circle, grounded in trust, friendship, and a shared commitment to progress.”

In the coming days, key officials across Southeast Asia and the world will also convene for more decisive and high-level meetings, including the 48th ASEAN Plus Three NTOs Meeting; 16th Meeting of ASEAN Plus Three NTOs; ASEAN-Australia Inaugural Dialogue for Tourism; 34th ASEAN–India Tourism Working Group Meeting; ASEAN Tourism Forum; ASEAN Tourism Conference; 29th Meeting of ASEAN Tourism Ministers; 25th Meeting of ASEAN, China, Japan, and Republic of Korea Tourism Ministers (25th M-ATM+3); 13th Meeting of ASEAN – India Tourism Ministers (13th M-ATM Plus India); and the Fifth Meeting of ASEAN – Russian Federation Tourism Ministers, among others.

These events underscore ASEAN’s collective commitment to developing a globally competitive tourism industry that benefits local communities while advancing Southeast Asia’s vision as a sustainable and premier tourism destination.

The ATF 2026 is slated to formally commence in a ceremony on Wednesday (Jan. 28) at the Nustar Convention Center.