Ashraf AboArafe
Jakarta, 8 August 2025 — The ASEAN Tourism Association (ASEANTA) has unveiled two flagship initiatives to celebrate ASEAN Day: the 39th ASEANTA Tourism Award and the “Discover ASEAN” digital microsite. Both projects aim to strengthen regional tourism recovery, promote cultural diversity, and accelerate digital transformation across Southeast Asia’s travel sector.
The launch, hosted at the ASEAN Secretariat in Jakarta, was officiated by Ni Luh Puspa, Deputy Minister of Tourism of the Republic of Indonesia, and Nararya S. Soeprapto, Deputy Secretary-General of ASEAN.
“We fully support this joint initiative to strengthen ASEAN’s shared identity and unlock greater opportunities for collaboration. Let us inspire more travelers to explore what makes our region vibrant, diverse, and united,” said Ni Luh Puspa.
1. The 39th ASEANTA Tourism Award: Raising the Regional Benchmark
The award — themed Promoting Unity, Creativity & Excellence in Southeast Asian Tourism — is the first of its kind in the region, spotlighting achievements across 12 categories, from sustainability and cultural preservation to marketing campaigns and eco-lodge innovations.
Submissions are open until 31 October 2025, with winners to be announced during the ASEAN Tourism Forum (ATF) 2026 in Cebu, Philippines. Categories range from Best Travel Article and Best Sustainability Programme to Best Cultural Preservation and Best Eco-Lodge, reflecting the breadth and creativity of ASEAN’s tourism ecosystem.
ASEANTA President Eddy Krismeidi Soemawilaga noted:
“These initiatives symbolize our collective ambition to recover, to grow, and to lead. The ASEANTA Tourism Award raises the bar for our industry, while Discover ASEAN brings the stories of Southeast Asia to life through the power of digital travel.”
2. “Discover ASEAN” Microsite: A Digital Gateway to the Region
Developed in collaboration with AirAsia MOVE and the ASEAN Secretariat, the Discover ASEAN microsite integrates curated travel content, verified entry requirements, cultural highlights, and direct booking capabilities for flights, hotels, and tours.
By consolidating official tourism information and embedding it within the MOVE app, the platform reduces barriers to intra-ASEAN travel and enhances regional mobility. The content is verified by National Tourism Organisations (NTOs) to ensure reliability.
This digital move aligns with ASEAN’s broader post-pandemic tourism strategy, focusing on connectivity, innovation, and cross-border collaboration.
3. Strategic Impact: Beyond a Launch Event
The dual launch on ASEAN Day reflects ASEANTA’s broader agenda:
- Tourism Recovery: Accelerating growth through innovation and high-profile recognition.
- Regional Integration: Positioning ASEAN as a unified, world-class destination.
- Digital Transformation: Leveraging technology to streamline travel planning and boost market competitiveness.
Analyst’s View:
This combined push of prestige awards and a digital travel hub positions ASEAN tourism for a decisive post-pandemic leap. While the awards incentivize quality and creativity, the microsite directly addresses logistical barriers, making regional travel more accessible. The challenge ahead will be sustained promotion, cross-border cooperation, and ensuring grassroots inclusion so that smaller tourism players benefit alongside major industry leaders.
