March-April. 2025

ASEAN 03

ASEAN member States reaffirm commitment to strengthening cooperation in the tourism sector

The official logo and theme,“ Inclusivity and Sustainability,” were unveiled by Prime Minister Dato’ Seri Anwar Ibrahim during the Closing Ceremony of the 44th and 45th ASEAN Summits and Related Summits on October 11, 2024, in Vientiane, Lao PDR, where Malaysia formally took over the Chairmanship from Lao PDR.

The theme,“ Inclusivity and Sustainability,” reflects Malaysia’ s commitment to fostering a more integrated and sustainable ASEAN community. This vision will be realised through efforts to build a people-centred ASEAN, ensuring socio-economic justice, equitable development, and long-term sustainability for all.

As part of Malaysia’ s ASEAN Chairmanship in 2025, the country led key discussions on advancing regional tourism development. A significant milestone in this effort was the 28th ASEAN Tourism Ministers’ Meeting( M-ATM), held on January 19, 2025, in Johor, Malaysia.

Chaired by Dato’ Sri Tiong King Sing, minister of Tourism, Arts and Culture of Malaysia( MOTAC), the meeting brought together ASEAN member States to strengthen cooperation in the tourism sector.

It was preceded by the 61st ASEAN National Tourism Organisations( NTOs) Meeting and other Senior Officials’ Meetings with Dialogue Partners, setting the stage for collaborative policy-making and strategic initiatives.

Some key highlights during the

M-ATM include:

• Implementation of Strategic Plans: Discussed progress on the ASEAN Tourism Strategic Plan( 2016-2025) and development of the ASEAN Tourism Sectoral Plan( 2026-2030) to strengthen the tourism and hospitality industry.

• Collaboration for Sustain-

ASEAN Tourism Forum 2025.

“ The theme,“ Inclusivity and Sustainability,” reflects Malaysia’ s commitment to fostering a more integrated and sustainable ASEAN community.”

ability: Emphasised the need for stronger cooperation among ASEAN Member States and stakeholders, including the private sector, to build a more sustainable and resilient tourism sector.

• Positive growth in 2024: Southeast Asia recorded over 123 million visitors in 2024, a 30.6 per cent increase from 2023, driven by relaxed visa policies and diversified tourism offerings.

• Progress on ATSP 2016-2025: Approximately 70 per cent of activities under the ASEAN Tourism Strategic Plan have been completed, with a call for stronger collaboration to finalise remaining initiatives by 2025.

• Alignment with AEC Strategic Plan 2026-2030: The upcoming ASEAN Tourism Sectoral Plan( 2026-2030) will align with ASEAN Economic Community priorities to promote sustainability and resilience.

• Post-Covid-19 Recovery: Urged stakeholders to accelerate the implementation of ASEAN’ s Post-Covid-19 Recovery Plan to boost regional tourism.

• Tourism Performance Data: Highlighted the need for standardised visitor data to enhance accuracy in measuring economic contributions.

• ASEAN-Australia Partnership: Proposed the establishment of an ASEAN-Australia Mechanism to strengthen collaboration and consolidate the partnership.

• ImaginASEAN Metaverse Game: Launched on World Tourism Day 2024, this initiative integrates tourism with digital technology to enhance cultural exchange and economic growth, targeting younger, tech-savvy travellers.

• Cruise Tourism: ASEAN is strengthening its position as a competitive cruise destination through participation in global events like Seatrade Cruise Global( SCG) and by enhancing collaboration with the private sector to improve infrastructure and diversify itineraries.

• IP-Driven Tourism: The launch of the“ Microsite on IP-Driven Tourism in ASEAN,” supported by WIPO, highlights local Geographical Indication( GI) products, promoting innovationdriven tourism and creating economic opportunities for local communities.

• Sustainable Tourism: Recognised as a key driver of economic growth, cultural preservation, and environmental conservation, the Meeting encouraged greater private sector involvement and public-private partnerships( PPPs) to support the Action Roadmap for Sustainable Tourism Development in ASEAN.

• Crisis Communication: The completion of the updated ASEAN Crisis Communication Manual was commended, providing ASEAN NTOs and Destination Management Organisations( DMOs) with guidelines for effective crisis communication.

• Human Resource Development: The Meeting highlighted the importance of developing tourism professionals post-Covid-19 and urged ASEAN Member States to accelerate the implementation of the Mutual Recognition Arrangement for Tourism Professionals( MRA-TP) through capacity-building training and the full operationalisation of the Regional Secretariat. – RnR