(Bandar Seri Begawan, 30th) The ASEAN Tourism Ministers Retreat was recently held in Melaka, Malaysia, gathering ministers and senior representatives from ASEAN member countries and Timor-Leste to jointly discuss the future development of the region’s tourism industry. The meeting was chaired by Dato’ Sri Tiong King Sing, Malaysia’s Minister of Tourism, Arts and Culture, who is also the Chair of the ASEAN Tourism Ministers’ Informal Meeting for World Tourism Day 2025.
In his welcome address, Dato’ Sri Tiong King Sing highlighted that tourism is a key driver of economic growth and regional integration. He emphasized that the tourism industry not only serves as an engine of economic growth, but also as a powerful platform for regional cooperation and people-to-people exchanges.
He reaffirmed that during Malaysia’s chairmanship, they are committed to ensuring that the tourism sector continues to create job opportunities, boost national economies, and strengthen cooperation within ASEAN.
The retreat focused on building a sustainable, inclusive, and resilient tourism sector, while also enhancing ASEAN’s global competitiveness. Discussions assessed the evolving challenges and opportunities, best practices, and explored emerging tourism trends. Ministers also exchanged views on strengthening regional cooperation for sustainable tourism development and explored policy directions and recommendations to attract more international visitors to ASEAN.
The delegation from Brunei was led by Minister of Primary Resources and Tourism, Dato Seri Setia Dr. Haji Abdul Manaf, accompanied by the Acting Permanent Secretary (I) at the Ministry of Primary Resources and Tourism, Awang Haji Junaydi, and officials from the Tourism Development Department.
ASEAN Secretary-General Kao Kim Hourn, in his opening remarks, emphasized the role of tourism in driving socio-economic growth, and stressed the need to develop strategies that embody sustainability, inclusiveness, and resilience. He further underlined that innovation and technology are key drivers for the future of the tourism industry, noting that ASEAN is leveraging digital tools to enhance planning and management, support SMEs, and provide seamless visitor experiences.
Minister Abdul Manaf outlined several key initiatives from the "2024-2035 Tourism Roadmap," such as building a sustainable and inclusive tourism sector, strengthening infrastructure and connectivity, and developing a skilled tourism workforce. Additionally, under the Brunei Greening Plan, efforts such as coral reef protection, forest restoration, and mangrove rehabilitation are being carried out to support biodiversity conservation and promote climate-adaptive eco-friendly measures. Dato’ Sri Tiong also highlighted measures to enhance connectivity, such as simplifying frequent traveller cross-border procedures, developing integrated Southeast Asian cruise itineraries, and introducing visa waiver programs to boost visitor arrival numbers. In addition to these efforts, Brunei is utilizing online digital platforms for strengthened promotion and positioning, while also supporting ASEAN's image as a unified multinational destination.
The retreat reaffirmed ASEAN’s shared commitment to sustainable tourism development, strengthening regional connectivity, and consolidating the region’s image as a safe, welcoming, and integrated global destination.
In his welcome address, Dato’ Sri Tiong King Sing highlighted that tourism is a key driver of economic growth and regional integration. He emphasized that the tourism industry not only serves as an engine of economic growth, but also as a powerful platform for regional cooperation and people-to-people exchanges.
He reaffirmed that during Malaysia’s chairmanship, they are committed to ensuring that the tourism sector continues to create job opportunities, boost national economies, and strengthen cooperation within ASEAN.
The retreat focused on building a sustainable, inclusive, and resilient tourism sector, while also enhancing ASEAN’s global competitiveness. Discussions assessed the evolving challenges and opportunities, best practices, and explored emerging tourism trends. Ministers also exchanged views on strengthening regional cooperation for sustainable tourism development and explored policy directions and recommendations to attract more international visitors to ASEAN.
The delegation from Brunei was led by Minister of Primary Resources and Tourism, Dato Seri Setia Dr. Haji Abdul Manaf, accompanied by the Acting Permanent Secretary (I) at the Ministry of Primary Resources and Tourism, Awang Haji Junaydi, and officials from the Tourism Development Department.
ASEAN Secretary-General Kao Kim Hourn, in his opening remarks, emphasized the role of tourism in driving socio-economic growth, and stressed the need to develop strategies that embody sustainability, inclusiveness, and resilience. He further underlined that innovation and technology are key drivers for the future of the tourism industry, noting that ASEAN is leveraging digital tools to enhance planning and management, support SMEs, and provide seamless visitor experiences.
Minister Abdul Manaf outlined several key initiatives from the "2024-2035 Tourism Roadmap," such as building a sustainable and inclusive tourism sector, strengthening infrastructure and connectivity, and developing a skilled tourism workforce. Additionally, under the Brunei Greening Plan, efforts such as coral reef protection, forest restoration, and mangrove rehabilitation are being carried out to support biodiversity conservation and promote climate-adaptive eco-friendly measures. Dato’ Sri Tiong also highlighted measures to enhance connectivity, such as simplifying frequent traveller cross-border procedures, developing integrated Southeast Asian cruise itineraries, and introducing visa waiver programs to boost visitor arrival numbers. In addition to these efforts, Brunei is utilizing online digital platforms for strengthened promotion and positioning, while also supporting ASEAN's image as a unified multinational destination.
The retreat reaffirmed ASEAN’s shared commitment to sustainable tourism development, strengthening regional connectivity, and consolidating the region’s image as a safe, welcoming, and integrated global destination.