The Philippines has outlined its vision to advance a unified and sustainable ASEAN tourism landscape, emphasizing the promotion of the region as a single destination, the harmonization of tourism policies, and the exploration of a unified ASEAN visa to enhance regional connectivity. As ASEAN Chair in 2026, the Philippines is committed to working closely with member states to implement initiatives that deliver tangible economic benefits and reinforce ASEAN’s position as a globally competitive tourism destination.

The Philippines is positioning itself at the forefront of shaping the future of ASEAN tourism by championing the vision of a unified and sustainable regional destination. Tourism Secretary Ma. Esperanza Christina G. Frasco emphasized that this strategic approach aims to strengthen ASEAN’s collective appeal and ensure that all member states share the benefits of a revitalized global tourism landscape. She noted that presenting ASEAN as a single destination would enhance the region’s visibility and competitiveness, offering travelers a more seamless and enriching experience.

Sustainability remains a central pillar of the Philippines’ advocacy. Findings from Agoda’s 2025 Sustainable Travel Survey reveal that an overwhelming majority of travelers across Southeast Asia, including 86% of Filipinos, consider sustainability an important factor in their travel decisions. Secretary Frasco stressed that the value of tourism should not be measured solely by visitor numbers but by its long-term contribution to local communities, its support for livelihoods, and its ability to preserve natural and cultural assets for future generations.

Another key component of the Philippines’ proposal is the establishment of a unified ASEAN visa. This initiative seeks to simplify travel procedures and encourage international visitors to explore multiple destinations within the region without the need for separate visas for each country. According to Secretary Frasco, a unified visa would strengthen regional connectivity, elevate ASEAN’s global standing, and enhance the overall visitor experience.

As the Philippines prepares to assume the ASEAN Chairmanship in 2026, it is committed to guiding deeper regional cooperation in tourism. The country will host the ASEAN Tourism Forum (ATF) in Cebu along with the ASEAN Tourism Ministers Meeting, where the new ASEAN Tourism Strategic Action Plan is expected to be launched. This plan will serve as a foundational framework to advance collaborative tourism development and promote a cohesive regional approach in the years ahead.

Preparations are underway across government agencies and local authorities to ensure successful hosting of the various ASEAN meetings and related cultural and hospitality events in 2026. The Office of the President has requested a budget allocation of PHP 17.5 billion to support these efforts, reflecting the Philippines’ dedication to fulfilling its responsibilities as ASEAN Chair. Through these initiatives, the Philippines aims to reinforce a shared vision for ASEAN: a more connected, sustainable, and globally competitive tourism region.

Source: Compiled by the Multilateral Trade Policy Department, Ministry of Industry and Trade of Viet Nam