January 27, 2026
CEBU CITY – Decisions made by ASEAN tourism leaders this week will directly shape visitor experience, destination competitiveness, business resilience, and community livelihoods across Southeast Asia, Department of Tourism (DOT) Undersecretary Verna Esmeralda Buensuceso said.
She opened the 63rd ASEAN National Tourism Organization (NTO) Meeting in Cebu City on Monday.
High-level coordination
The undersecretary, who chaired the meeting, stated that high-level coordination among ASEAN member states would be critical to ensuring tourism would remain a driver of inclusive and sustainable growth, rather than just a measure of arrival numbers.
“What we decide and coordinate in meetings like this translates into the visitor journey, the competitiveness of our destinations, the resilience of our enterprises, and the livelihoods of our communities,” Buensuceso said in her opening remarks.
READ: ASEAN Summit 2026 in Cebu: What it is and why it is important for Cebu
ASEAN Philippines 2026
The meeting, held as part of ASEAN Philippines 2026, brings together senior tourism officials from all 11 ASEAN member countries, including newly admitted Timor-Leste, which formally joins the bloc this year.
Buensuceso said the gathering came at a “meaningful turning point” for regional tourism, as ASEAN had worked to balance growth with sustainability, digital transformation, and community-centered development.
She called on member states to pursue outcomes that would be “concrete and forward-looking,” particularly those that would promote sustainability without constraining growth, accelerate digital innovation while safeguarding trust and safety, and ensure tourism benefits would be felt at the community level.
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Historically significant
Cebu’s selection as host city, Buensuceso noted, was historically significant. In 1990, Cebu hosted the signing of a ministerial understanding on ASEAN tourism cooperation, an early declaration that Southeast Asia could advance as a collaborative region rather than as competing destinations.
“Cebu holds a special place in ASEAN’s tourism history,” she said. She described the city as a “symbol of both shared heritage and continued regional cooperation.”
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Timor-Leste as ASEAN’s 11th member state
She also welcomed Timor-Leste as ASEAN’s 11th member state, saying its inclusion strengthens the bloc’s foundation of trust, friendship, and shared commitment to progress.
“The future of tourism in our region will not be shaped by any one country alone,” Buensuceso said.
She also emphasized the need for aligned strategies, standards, and innovations among member states.
Buensuceso further cited the symbolism of the Philippines’ ASEAN 2026 chairship logo, which featured the balangay, an ancient Filipino seafaring vessel, as a representation of the collective journey, interconnection, and shared purpose among ASEAN nations.
READ: Asean Tourism Forum: Cebu City prepares heritage sites for delegates
Transform vision into practice
As heads of national tourism organizations, she said, officials would be in a “critical position to transform vision into practice,” with policy decisions directly influencing enterprises, workers, and would host communities across the region.
The 63rd NTO Meeting is one of several high-level ASEAN tourism engagements hosted by the Philippines this year, with Cebu positioned as a key venue for regional dialogue and cooperation.
ASEAN is composed of Brunei Darussalam, Cambodia, Indonesia, Laos, Malaysia, Myanmar, the Philippines, Singapore, Thailand, Vietnam, and Timor-Leste.