ASEAN’s Shift Toward High-Value, Sustainable Tourism Highlighted at US-ASEAN Business Council Engagements at the 29th ASEAN Tourism Ministers’ Meeting
(Cebu, Philippines) From January 26 to 30, the US-ASEAN Business Council (USABC) convened U.S. tourism industry leaders, ASEAN Tourism Ministers, and senior officials for high-level engagements during its 2026 Business Mission to the 29th Meeting of the ASEAN Tourism Ministers (M-ATM) in Cebu.
This year’s USABC Business Mission, themed “Elevating ASEAN Tourism’s Future: Quality, Sustainability and Inclusive Growth,” underscored a shared recognition across the region that while tourism demand has largely recovered, long-term competitiveness will depend on a transition from volume-driven growth toward higher-value, more sustainable, and inclusive tourism models.
Led by Herminio “Third” Bagro, the Council’s Chief Representative for the Philippines and former Philippines Undersecretary for Trade and Industry, the delegation met with ASEAN Tourism Ministers and officials through plenary consultations and bilateral meetings to exchange views on regional tourism trends, policy priorities, and public-private collaboration.
Participating ministers and representatives included:
- H.E. Satvinder Singh, Deputy Secretary-General of ASEAN
- Hon. Christina Frasco, Secretary of the Department of Tourism, Philippines
- H.E. HUOT Hak, Minister of Tourism, Cambodia
- H.E. Widiyanti Putri Wardhana, Minister of Tourism, Indonesia
- YB Dato Sri Tiong King Sing, Minister of Tourism, Arts, and Culture, Malaysia
- H.E. Ho An Phong, Deputy Minister of Culture, Sports, and Tourism, Vietnam
- H.E. Daehyun Kim, Vice Minister of Culture, Sports and Tourism, South Korea.
“We are honored to have facilitated these important discussions between U.S. tourism leaders and ASEAN’s tourism ministers at a moment of strategic importance for the sector,” said Bagro. “Across the region, tourism competitiveness is increasingly defined not by volume alone, but by connectivity, digitalization, and sustainability. Our member companies stand ready to partner with ASEAN governments to support this shift toward high-value, more resilient tourism in line with the ASEAN Tourism Sectoral Plan 2026-2030.”
In addition to bilateral engagements, the USABC delegation delivered interventions during both the 29th Meeting of ASEAN Tourism Ministers (M-ATM) and the 63rd Meeting of the ASEAN National Tourism Organizations (NTOs). The meetings were presided over by Philippines Tourism Secretary Christina Frasco and Tourism Undersecretary Verna Covar-Buensuceso, respectively, representing the Philippines as ASEAN Tourism Chair.
“ASEAN tourism is entering a pivotal phase—one where success will be measured not only by arrivals, but by the quality of experiences we deliver, the livelihoods we create, and the sustainability of our destinations,” said Secretary Frasco. “Through open dialogue and strong public–private collaboration, ASEAN and its partners are working to ensure that tourism remains a force for inclusive growth, resilience, and shared prosperity across the region.”
A highlight of the Mission was the dinner and fireside chat, co-hosted by USABC and the Philippines Department of Tourism, on January 26, attended by heads of the ASEAN NTOs. The gathering provided a platform for candid dialogue that featured forward-looking insights and a clear roadmap for ASEAN’s tourism future, while reinforcing the vital partnership between government and the U.S. private sector.
“What was clear from our discussion is that quality tourism growth cannot be delivered by any single stakeholder,” said Mohammad Matin Mohdari, Head of Public Policy, Government and Corporate Affairs, Southeast Asia and South Asia, Expedia Group and Chair of the USABC Travel and Tourism Committee. “It depends on coordinated action across the ecosystem — with governments partnering closely with private-sector players such as online travel platforms, hospitality groups, and digital payments providers, each contributing distinct capabilities. We hope these conversations help lay the foundation for deeper, data-driven public–private partnerships in the years ahead.”
“A key action that would strengthen ASEAN tourism is reducing barriers to growth, because the region has so much cultural diversity and renowned hospitality, which makes a competitive proposition that very few markets can match,” said Neeraj Govil, Chief Operating Officer (APEC) at Marriott International. “This should be complemented by embracing diverse accommodation models and developing more flexible tourism infrastructure that can pivot when there are seasonal or event-driven surges in demand, building resilience into the ASEAN tourism industry,” added Shanta Arul, Airbnb Head of Public Policy for Southeast Asia.
USABC member companies comprising the 2026 Tourism Mission delegation included Expedia Group, Marriott International, Airbnb, Royal Caribbean Group, and Visa.