ASEAN collaboration is enabling member countries to combine their strengths to collectively promote South-east Asia as a single destination and share tourism benefits across the region.
The Singapore Tourism Board (STB) said it ”remains committed to continue deepening tourism cooperation with ASEAN and our dialogue partners, including enhancing regional connectivity and supporting sustainability efforts”.
Juliana Kua, STB assistant chief executive, International Group, told TTG Asia that ongoing collaborations include development of the ASEAN Economic Community Strategic Plan 2026-2030, the Post-2025 ASEAN Tourism Sectoral Plan, and ASEAN Tourism Marketing Strategy.
Kua said: “Singapore is working closely with other ASEAN Member States to develop the respective strategic and sectoral plans to attain ASEAN’s regional integration goals and objectives and ensure the successful implementation of the ASEAN Community Vision 2045.”
On the development and promotion of ASEAN Cruise Tourism, Singapore as the Lead ASEAN Country Coordinator has been partnering ASEAN member states to continue efforts in promoting South-east Asia as an attractive cruising destination through key global trade events such as Seatrade Cruise Global and catalysing cruise developments within the region, including new cruise sailing itineraries.
Steven Ler, National Association of Travel Agents Singapore (NATAS) president and UOB Travel Planners executive director, said: “Singapore continues to be a key cruise hub for Asia and attracts US and European travellers. It is an ideal stopover.
“The entry of more cruises lines like Disney Cruise Line and Disney Cruise Singapore setting sail in 2025 will also attract a lot of travellers from South-east and North Asia.”
Singapore, also the chair of the ASEAN Tourism Marketing Partnership Working Group, worked closely with the ASEAN Marketing Agency and other ASEAN member states to launch the immersive ImaginASEAN’s Great Metaverse Hunt game on the Roblox platform on World Tourism Day last year, marking ASEAN’s first foray into the metaverse.
STB’s Kua said players have the opportunity to explore iconic landmarks and cultural aspects of the 10 South-east Asia countries within the Roblox platform, experiencing the region’s vibrant cultural heritage and diverse tourist attractions, embark on a thrilling postcard hunt unlocking exclusive in-game rewards and virtual items, and stand the chance to win a trip for two to any two South-east Asian countries.
She continued: “This Roblox game seamlessly integrates tourism promotion with digital gaming in line with ASEAN’s overarching strategy to leverage digital innovation for enhancing tourism activities, while positioning South-east Asia as an attractive single tourism destination.”
Jesper Palmqvist, senior director Asia Pacific, STR, commenting on South-east Asia’s tourism outlook in 2025, said “it’s more about capacity and source markets”, where airfares are not expected to drop, “rather the opposite is likely”.
While business and leisure arrivals are expected to increase in 2025, a large percentage growth number is unlikely with uncertainty about consumer spending and the overall economic situation as Singapore gets more expensive to foreign currency holders, alongside the US dollar.
