ASEAN tourism ministers have agreed to establish the ASEAN-Australia Tourism Ministers’ Meeting, aiming to strengthen collaboration in the tourism sector.
The proposal was announced during the ASEAN Tourism Forum 2025 (ATF 2025) in Johor, Malaysia.
Datuk Roslan Abdul Rahman, Secretary-General of Malaysia’s Tourism, Arts and Culture Ministry (MOTAC), underscored Malaysia’s leading role in championing the initiative. He highlighted its relevance, noting that while Australians often travel to ASEAN countries, Malaysia, as the ASEAN Chair for 2025, seeks to deepen tourism cooperation and address issues such as travel restrictions faced by ASEAN visitors to Australia.
The forum aimed to showcase regional tourism, foster knowledge exchange, build networks, and enhance partnerships with global tourism leaders to increase visitor numbers across ASEAN nations.
The ASEAN Meeting celebrated the significant progress achieved under the ASEAN Tourism Strategic Plan (ATSP) 2016-2025, with 70% of the plan completed, and urged partners to expedite the remaining initiatives to meet the 2025 target.
It also endorsed the alignment of the ASEAN Tourism Sectoral Plan 2026-2030 with the ASEAN Economic Community Strategic Plan to ensure sustainability and resilience.
Emphasising post-pandemic recovery, the Meeting highlighted the importance of advancing the Post-COVID-19 Recovery Plan and called for stronger partnerships, particularly with Australia, to enhance tourism collaboration.
Key initiatives included digital innovations like the “ImaginASEAN Metaverse Game,” progress in cruise tourism, and the integration of intellectual property into tourism offerings to bolster economic opportunities.
The Meeting stressed sustainable tourism as a driver of economic, cultural, and environmental benefits while advocating public-private partnerships to implement innovative practices.
Human resource development was underscored through the Mutual Recognition Arrangement for Tourism Professionals (MRA-TP) and capacity-building efforts.
The ASEAN Tourism Forum (ATF) 2025, themed “Unity in Motion,” showcased the recovery and potential of the sector, attracting diverse participants and fostering collaboration. It also recognised the role of stakeholders, including regional and international organisations, in promoting tourism and announced Cebu, the Philippines, as the host for ATF 2026.
