MACTAN, Cebu — Association of Southeast Asian Nations (ASEAN) Deputy Secretary General Satvinder Singh said the region’s tourism industry is not only recovering but reemerging as a key pillar of ASEAN’s economic resilience and people-to-people connectivity.

Speaking during a discussion at the ASEAN Tourism Forum 2026 at NUSTAR Resort and Casino, Singh said ASEAN welcomed 144 million international visitors last year, up 13.4 percent from 2024, with nearly 48 million arrivals coming from within the region.

“Today, intra-ASEAN tourism is a very strong force in terms of contributing towards the resilience of the industry. Intra-ASEAN travel, the thrust among our people, and the enduring connectivity, underpin the entire regional tourism ecosystems,” he said.

Singh added that tourism’s economic contribution remains substantial, noting that in 2024 the sector generated close to $400 billion, or almost 10 percent of ASEAN’s total gross domestic product of nearly $4 trillion.

“More importantly, it contributes millions of jobs (in the ASEAN), close to 42.5 million (workers) as of today. Behind these figures, I see real people, workers, micro, small and medium enterprises, the youth, women, all benefiting from this sector. The livelihoods depend on ensuring that this sector grows happily, remains inclusive, and is also sustainable,” he said.

Challenges

Singh said recovery alone is no longer sufficient, as ASEAN tourism now operates in a rapidly changing global environment.

“There are huge challenges out there, geopolitically and geoeconomically. On top of that, we are confronted with Climate Change, digital disruption, even shifting traveler expectations, and we cannot deny that there is an intensified competition, not only us but the rest of the world. There are a lot who are keen to grow tourism in their regions,” he said.

To address these challenges, ASEAN tourism ministers have launched the ASEAN Tourism Sectoral Plan 2026-2030 and the ASEAN Tourism Marketing Strategy Plan 2026-2030.

The ASEAN Tourism Sectoral Plan 2026-2030 serves as a shared roadmap aligned with the regional bloc’s broader vision. It is anchored on five focus areas: resilient tourism; empowerment of the tourism workforce; accessible and seamless travel; digital tourism, product and market diversification; and sustainable tourism.

Leading the charge

For her part, Philippine Tourism Secretary Christina Garcia Frasco said the priorities of the sectoral plan reflect a shared understanding that the future of tourism lies not in scale alone, but in value for workers, enterprises, destinations and communities.

“The Philippines has been honored to serve as Lead Country Coordinator of the Sectoral Plan. In this role. We have worked closely with ASEAN Member States and Dialogue Partners, the ASEAN Secretariat, Asian Development Bank, and all stakeholders to sustain momentum, strengthen alignment, and support implementation that translates commitments into measurable outcomes,” she said.

“In this effort, we value the partnership of the Asian Development Bank, whose technical expertise and support continue to contribute meaningfully to ASEAN’s tourism initiatives. To our regional stakeholders and industry associations, your role remains essential. Regional strategies succeed when local systems are strong: when standards are upheld, skills are developed, and connectivity is enabled, and sustainability is advanced through responsible operations that protect destinations and the communities that depend on them,” Frasco said.