Tourism leaders from Southeast Asia gathered in Cebu on Monday for the opening of the 63rd ASEAN National Tourism Organizations (NTO) Meeting, setting a forward-looking agenda focused on seamless travel, stronger connectivity, and responsible tourism as Timor-Leste joined the bloc as its 11th member state.
Department of Tourism (DOT) Undersecretary Verna Esmeralda Buensuceso, who formally opened the meeting, highlighted Cebu’s historical role in ASEAN tourism cooperation, recalling the 1998 landmark understanding signed by ministers that established regional collaboration.
“In 2026, we return to Cebu at another meaningful turning point,” Buensuceso said, formally welcoming Timor-Leste into the ASEAN community.
“Your presence enriches our regional community and reminds us that ASEAN’s strength has always come from widening the circle, grounded in trust, friendship, and shared commitment to progress,” she added.
Buensuceso framed the meeting around the Philippines’ ASEAN chairship theme, “Navigating Our Future Together,” echoed by the ASEAN tourism agenda.
She stressed that regional tourism’s future relies on aligned strategies, standards, and innovations across member states.
She also explained the symbolism behind the ASEAN 2026 chairship emblem: rice stalks for abundance and food security, weave patterns for interconnection, waves for maritime cooperation, and the balangay, an ancient Filipino seafaring vessel, as a symbol of collective journey and shared purpose.
“As heads of national tourism organizations, we are in the most critical position to transform vision into practice,” Buensuceso said, noting that policy coordination directly affects visitor experience, destination competitiveness, industry resilience, and community livelihoods.
She called for strategies that balance sustainability with growth, accelerate digital transformation while safeguarding trust and safety, and keep communities at the center of tourism development.
Singapore’s Oliver Chong, vice chair of the NTO meeting and incoming ASEAN tourism chair, thanked the Philippines for hosting the gathering and described the event as occurring at a “pivotal moment” for regional tourism.
“We continue to strengthen our collaboration and advance our shared vision of positioning Southeast Asia as an attractive single destination,” Chong said.
“The challenges and opportunities facing our tourism sector demand coordinated regional responses,” he added.
He added that ASEAN’s diversity is its core strength, with 11 distinct destinations united by shared values and aspirations.
Chong said the meeting agenda emphasizes key priorities for the sector, including improved travel facilitation, enhanced connectivity, and the promotion of responsible and sustainable tourism practices.
“Let us align our efforts in steering toward a more vibrant, resilient, and future-ready tourism landscape,” he said.
The 63rd NTO Meeting brings together heads and senior officials of national tourism organizations across ASEAN to exchange best practices, strengthen cooperation, a
