The ASEAN Tourism Sectoral Plan 2026–2030 sets the agenda for strengthening tourism as a driver of economic growth, regional integration, and community development.
Southeast Asia welcomed an estimated 144 million international visitors in 2025, a 13.4% increase from the previous year. While ASEAN aims to further boost tourism arrivals, the regional bloc also seeks to improve the quality of offerings from each country.
To advance these priorities, the Asian Development Bank (ADB), in partnership with the Philippines’ Department of Tourism, convened the ASEAN Tourism Conference 2026 on 29 January.
During the conference, ASEAN tourism ministers launched the ASEAN Tourism Sectoral Plan 2026–2030, which sets a forward-looking agenda for strengthening tourism as a driver of economic growth, regional integration, and community development across Southeast Asia. It provides a cohesive framework to ensure ASEAN offers quality tourism offerings while transforming Southeast Asia as a more sustainable, inclusive, and resilient tourism region. The strategy aims to reinforce the region's identity as a connected and vibrant single destination.
ADB supported the preparation of the ASEAN Tourism Sectoral Plan 2026–2030 and the ASEAN Tourism Marketing Strategy 2026–2030.
