USABC Deepens U.S. Tourism Industry and ASEAN Tourism Ministers Dialogue to Shape the Region’s Sustainable Tourism Future
(Johor Bahru, Malaysia) From January 16 to 19, the US-ASEAN Business Council (USABC) convened U.S. tourism industry leaders and ASEAN Tourism Ministers and representatives for high-level discussions during its 2025 Business Mission to the 28th Meeting of the ASEAN Tourism Ministers (M-ATM) in Johor Bahru. This year’s USABC Business Mission theme, “Transitioning from Recovery to Sustainable Growth in ASEAN Tourism,” emphasized that while tourism in the region continues to recover, it is necessary to prioritize sustainable practices to ensure the long-term vitality of the industry. Led by Tina Jamaluddin, Chief Representative for Malaysia, USABC held six high-level bilateral meetings between U.S. business executives and ASEAN tourism leaders to discuss the regional tourism landscape and sustainable growth.
Participating ministers and representatives included:
- H.E. Huot Hak, Minister of Tourism, Cambodia
- H.E. Widiyanti Putri Wardhana, Minister of Tourism, Indonesia
- H.E. Sorawong Thienthong, Minister of Tourism and Sports, Thailand
- H.E. Ho An Phong, Deputy Minister of Culture, Sports, and Tourism, Vietnam
- Dr. Yasmeen Yasim, Deputy Secretary General of Ministry of Tourism, Arts, and Culture, Malaysia
- Dr. Pham Quang Minh, Head of Tourism Unit, ASEAN Secretariat
In addition, the USABC delegation delivered a key presentation during the 28th Meeting of ASEAN Tourism Ministers (M-ATM) and the 61st Meeting of the ASEAN National Tourism Organizations (NTOs). YB Dato Sri Tiong King Sing, Malaysia’s Minister of Tourism, Arts, and Culture, presided over this year’s 28th M-ATM in his role as ASEAN Tourism Chair. He highlighted the critical role of collaboration and input from external organizations in advancing ASEAN’s tourism agenda. During the 61st ASEAN NTOs Meeting, Datuk Wira Roslan Tan Sri Abdul Rahman, Secretary General of Malaysia’s Ministry of Tourism, Arts, and Culture, serving as the ASEAN NTO Chair, underscored the importance of sustainability, inclusivity, and resilience in the tourism industry. He emphasized that these goals can be achieved through enhanced engagement, capacity building, and information sharing among industry stakeholders, ensuring continued growth and success in ASEAN’s shared vision. The USABC delegation’s presentation highlighted evolving tourism trends and the significant role that U.S. businesses play in the region's recovery and future growth, with a strong focus on sustainability practices and public-private partnerships.
“We are honored to have facilitated these important discussions between the U.S. tourism industry and ASEAN’s tourism leadership and identified pathways to deepen our cooperation in forging an ASEAN Tourism Strategic Plan beyond 2016-2025,” stated Tina Jamaluddin, Head of the USABC delegation and Chief Representative for Malaysia. “The collaboration we have seen here underscores the shared commitment of all ASEAN member states and partners to building a sustainable and resilient tourism ecosystem.”
One of the highlights of the Mission was the USABC Hosted Luncheon Session with the National Tourism Organizations (NTOs) on January 16th, attended by over 40 representatives from ASEAN member states, the ASEAN Secretariat, and the U.S. private sector. The session featured insights into emerging tourism trends and policy recommendations focused on driving sustainable growth in the tourism industry across ASEAN.
USABC’s delegation included member companies from a diverse range of tourism sectors, including online tourism platforms, hospitality, cruise tourism, and financial services.