Cebu city: The 29th Meeting of ASEAN Tourism Ministers (M-ATM) and Related Meetings, held in conjunction with the ASEAN Tourism Forum 2026 (ATF 2026), underscored the importance of increasing quality services and tourism product offerings. The Minister of Primary Resources and Tourism emphasized the need for cross-sectoral collaboration, particularly with the transport sector, to enhance coordination in tourism.
According to Radio Television Brunei, Yang Berhormat Dato Seri Setia Doctor Awang Haji Abdul Manaf bin Haji Metussin highlighted Brunei Darussalam's commitment to working closely with ASEAN Centres. This collaboration aims to develop authentic, educational, and environmentally responsible initiatives in Community-Based Tourism and Agri-tourism. Additionally, there is a focus on strengthening strategies to enhance Brunei Darussalam's nature destinations and cultural heritage tourism attractions to achieve international recognition.
The meeting, hosted in Cebu City, Philippines, reviewed the progress of the ASEAN Tourism Strategic Plan 2016-2025, which seeks to position ASEAN as a high-quality sustainable tourism destination. The participants also adopted the ASEAN Tourism Sectoral Plan (ATSP) 2026-2030 and the ASEAN Tourism Marketing Strategy (ATMS) 2026-2030. These frameworks are designed to guide collective actions, strengthen branding, and build narratives to enhance ASEAN's visibility on the global stage.
On the sidelines of the ATF, the ASEAN Tourism Conference provided a platform to discuss the ATSP 2026-2030 programmes and activities. The discussions focused on five interrelated priority areas: Resilient Tourism; Accessible and Seamless Travel; Tourism Workforce Empowerment; Digital Tourism, Product and Market Diversification; and Sustainable Tourism. Yang Berhormat affirmed that these regional priorities align closely with Brunei Darussalam's efforts to develop a high-quality, conservation-led tourism sector.