ASEAN wants to rewrite the rules of regional tourism cooperation
ASEAN tourism ministers have agreed to review the 2002 ASEAN Tourism Agreement, almost a quarter-century after it was signed.
The review comes as ASEAN implements its 2026–2030 tourism framework, with digital transformation, sustainability, connectivity, resilience and changing traveller expectations among the priorities.
The scale of the opportunity is considerable: ASEAN recorded approximately 144 million international visitor arrivals in 2025, slightly above its 2019 pre-pandemic level of 143.6 million. Malaysia and the Philippines are also co-leading an ASEAN tourism intelligence initiative designed to improve regional data and evidence-based decision-making.
Why B2B should watch: This is potentially more important than another destination campaign. The direction is toward a more connected regional tourism ecosystem — from data and marketing to seamless travel and investment. Asia’s travel market
ASEAN #ASEANTourism #SoutheastAsia #TourismIndustry #RegionalTourism #TravelIndustry #SustainableTourism
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