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