PHNOM PENH – ASEAN tourism ministers sought to increase the bloc’s competitiveness and inclusive and resilient tourism at their annual meeting in Malaysia. 

The ASEAN Tourism Forum (ATF) was held from Jan. 14 to 20 in the state of Johor. Significant meetings involved ASEAN tourism ministers and meetings with dialogue partners such as China, India, Japan and South Korea.

A joint statement said the tourism ministers meeting focused on implementing activities outlined in the ASEAN Tourism Strategic Plan 2016-2025 and the development of the ASEAN tourism sectoral plan for 2026-2030 to further strengthen the tourism and hospitality industry. 

“The meeting emphasized the importance of enhancing collaboration among ASEAN member states and with relevant stakeholders, including the private sector, to achieve a more sustainable and resilient ASEAN tourism sector,” it said.

The ministers also took note of growth in the region’s tourism last year as ASEAN members are implementing more robust policies and initiatives including the relaxing of visa applications for international travelers and diversification of tourism offerings.  

By the end of 2024, ASEAN welcomed over 123 million visitors, a 30.6 percent rise from 2023, preliminary figures showed.

On leveraging the bloc’s competitiveness, the ministers welcomed the successful launch of the tourism marketing campaign “ImaginASEAN Metaverse Game”. 

Launched on Sept. 27, the World Tourism Day, the game allows player to explore Southeast Asia’s unique cultural diversity through an interactive and immersive experience on the Roblox platform. Many landmarks of the ten member states could be seen.

This initiative bridges tourism and digital technology, offering an immersive experience that transcends physical boundaries and underscores the transformative role of tourism in fostering cultural exchange, driving economic growth, and building mutual understanding among diverse communities. 

“The ImaginASEAN Metaverse Game exemplifies ASEAN’s commitment to leveraging digital innovation to position Southeast Asia as a premier single tourism destination,” the statement said.

The tourism ministers emphasized the critical importance of sustainable tourism as a driving force for economic growth, cultural preservation, and environmental conservation in ASEAN. 

Held at Persada Johor Convention Center under theme “Unity in Motion: Shaping ASEAN’s Tourism Tomorrow”, ATF forum attracted a diverse group of participants, including 323 buyers, 221 sellers, 221 exhibitors and 100 media representatives from across the region and other part of the world. 

The forum underscored the significant recovery of the tourism sector post-pandemic and showed the vast potential for growth and innovation within the industry, the statement said.

Tourism Minister Huot Hak also met his counterparts from India, Philippines and Japan to talk about tourism links and cooperation. 

In a meeting with Malaysia’ Tourism, Arts and Culture Minister Tiong King Sing on Jan. 20, the ministry said the ministers discussed establishing a joint tourism working group to implement cooperation, organizing the first joint tourism working group meeting and promoting direct flights between major tourist destinations of the two countries.

Hak and Tiong also discussed jointly developing Muslim tourism destinations and joint Muslim tourism packages as well as expanding the promotion of Muslim tourism between the countries.