The national tourism organisations (NTOs) of the Association of South-East Asian Nations (Asean) are seeking to strengthen marketing collaboration with counterparts in key markets – China, Japan and Korea, the Philippines News Agency (PNA) reported.
Senior NTO officials from the 11 Asean member states, along with representatives from China, Japan and Korea, met yesterday at the 48th Asean Plus Three NTOs Meeting in Cebu City.
The meeting, co-chaired by Tourism Undersecretary Verna Buensuceso and Japan Tourism Agency Deputy Commissioner Hironobu Nara, comes as the region intensifies efforts to boost arrivals from the three major tourism markets.
Buensuceso said Asean aims to build a tourism sector that is competitive, resilient and inclusive through stronger partnerships that promote cultural exchange and innovation in travel experiences.
“By strengthening our partnerships, we can champion cultural exchange and foster innovation in travel experiences, thereby enhancing the appeal of our destinations to travellers from every corner of the globe,” she said.
Buensuceso noted that tourism remains one of the region’s most dynamic sectors, recording 20 million arrivals from China, three million from Japan and nine million from Korea in 2024. She added that further growth from these markets is expected.
“This is really one of the dynamic sectors in our region. Tourism serves as a vital bridge that connects diverse cultures, fosters international understanding and stimulates economic growth,” she said.
By 2030, Asean NTOs aim to develop interconnected tourism corridors showcasing nature-based destinations, strengthen Asean’s competitiveness as a single tourism destination and enhance resilience against potential shocks and crises. — Bernama
