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Manila Bulletin devider Philippines devider Visayas devider China, Japan, Korea jumpstart tourism growth in Southeast Asia

China, Japan, Korea jumpstart tourism growth in Southeast Asia

Published Jan 27, 2026 06:09 pm
THE 48th Meeting of ASEAN Plus Three National Tourism Organizations (NTOs) was held on Tuesday, Jan. 27, in Cebu City.see
THE 48th Meeting of ASEAN Plus Three National Tourism Organizations (NTOs) was held on Tuesday, Jan. 27, in Cebu City.see
CEBU CITY – China, Japan, and Korea, or the so-called “Plus 3," sparked tourism growth in Southeast Asia.
This was highlighted during the 48th Meeting of Association of Southeast Asian Nations Plus Three National Tourism Organizations (NTOs) as the high-level regional meetings continued here on Tuesday, Jan. 27.
Travelers from the Plus 3 reached 32 million in 2024, said Department of Tourism (DOT) Undersecretary Verna Buensuceso.
The three nations played key roles in the region’s tourism recovery and expansion with 20 million arrivals from China, more than three million from Japan, and over nine million from South Korea last year, added Buensuceso, who presided over the meeting as chair and head of the Philippine National Tourism Organization.
The meeting, which gathered senior tourism officials from ASEAN member-states and dialogue partners China, Japan, and South Korea, sought to strengthen cooperation and advance post-pandemic recovery and growth in the sector.
“The partnership between and among ASEAN, China, Japan, and the Republic of Korea is not just a collaboration. It is a vital alliance,” Buensuceso said in her opening remarks.
Buensuceso said that sustained growth of arrivals from the three markets in 2025 further highlights tourism as one of the region’s most dynamic sectors.
Buensuceso also called for stronger coordination amid emerging challenges and opportunities as she also emphasized the importance of the ASEAN Tourism Sectoral Plan Post-2025 and the ASEAN Plus Three Tourism Cooperation Work Plan.
“Today, while we reflect on our past achievements, we are also called to envision a future where our tourism sectors are not only competitive, but also resilient and inclusive,” Buensuceso said.
Japan, which co-chaired the meeting with the Philippines, reaffirmed its commitment to deeper tourism cooperation with ASEAN and assured close coordination with ASEAN countries through active exchanges and joint initiatives.
Japan Tourism Agency Deputy Commissioner Hironobu Nara extended his nation's sympathies to ASEAN countries affected by recent floods and landslides.
“I look forward to productive discussions with all colleagues from ASEAN Plus 3,” Nara said.

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