ASEAN tourism leaders convene for 63rd NTO meeting in Cebu

Senior tourism officials from Southeast Asia convened in Cebu City on Monday, 26 January 2026, for the opening of the 63rd ASEAN National Tourism Organizations (NTOs) Meeting, a high-level forum focused on strengthening regional tourism cooperation.

Led by the Department of Tourism (DOT), the meeting forms part of the Philippines’ hosting of ASEAN-related engagements in 2026 and brings together representatives from all 11 ASEAN member states, including newly admitted Timor-Leste.

DOT Undersecretary Verna Esmeralda C. Buensuceso, chair of the Philippine National Tourism Organization, formally opened the meeting and underscored the importance of coordinated regional decision-making. She said policies shaped at the ASEAN level directly affect visitor experience, destination competitiveness, enterprise resilience, and community livelihoods across Southeast Asia.

Buensuceso stressed that tourism growth should not be measured solely by arrival figures but by its long-term social, economic, and environmental impact.

She described the gathering as taking place at a pivotal moment for ASEAN tourism, as member states balance recovery and expansion with sustainability, digital transformation, and community-centered development. Discussions are expected to focus on aligning regional strategies, standards, and innovations to keep tourism inclusive, resilient, and trusted.

Cebu’s role as host city was highlighted as historically significant. The province hosted the signing of the Ministerial Understanding on ASEAN Cooperation in Tourism in 1998, an early milestone that positioned Southeast Asia as a collaborative tourism region rather than a group of competing destinations.

Buensuceso said hosting the 63rd NTO Meeting in Cebu reaffirms the Philippines’ long-standing commitment to regional cooperation and sustainable tourism development.

The meeting also marked the participation of Timor-Leste as ASEAN’s 11th member state, alongside Brunei Darussalam, Cambodia, Indonesia, Laos, Malaysia, Myanmar, the Philippines, Singapore, Thailand, and Vietnam. Its inclusion was cited as a step toward a more inclusive and unified regional tourism community.

Buensuceso also pointed to the symbolism of the Philippines’ ASEAN 2026 chairship logo, which features the balangay, an ancient Filipino seafaring vessel representing interconnection, maritime heritage, and the shared journey of ASEAN nations. The chairship theme, “Navigating Our Future Together,” reflects the bloc’s emphasis on collective action.

As heads of national tourism organizations, participants were described as playing a key role in translating regional vision into concrete policies and programs that directly affect tourism enterprises, workers, and host communities.

The 63rd ASEAN NTOs Meeting forms part of a weeklong series of ASEAN Tourism Forum (ATF) engagements hosted in Cebu, highlighting ASEAN’s shared goal of strengthening tourism cooperation and positioning Southeast Asia as a sustainable and competitive global destination.

The ATF is among several ASEAN-related meetings being hosted by the Philippines in 2026, when the country serves as ASEAN chair under President Ferdinand R. Marcos Jr. This marks the Philippines’ fourth time hosting an ASEAN Summit, following Manila in 1987, Cebu in 2007, and Manila and Clark in 2017.

Established in 1967, ASEAN promotes political cooperation, economic integration, and regional stability in Southeast Asia. As part of national hosting duties, Central Visayas, particularly Cebu and Bohol, will serve as venues for several high-level ASEAN meetings, including ATF 2026.