Cruise tourism among ASEAN’s most important markets

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February 1, 2026 | 12:00am

MANILA, Philippines — The Association of Southeast Asian Nations (ASEAN) has recognized the potential of cruise tourism in attracting more foreign travelers to the region’s tourist destinations.

Tourism ministers from the regional bloc “highlighted the growing potential of cruise tourism as an important market segment,” read the joint media statement from the 29th Meeting of ASEAN Tourism Ministers read by Tourism Secretary Christina Garcia Frasco on Jan. 30.

They also “encouraged continued cooperation to enhance port connectivity, streamline travel facilitation, improve service and safety standards, strengthen sustainability practices in cruise destinations and promote multi-destination cruise
itineraries across ASEAN seas and coastal areas.”

In 2025, the Philippines welcomed a total of 6,484,060 foreign visitors, 53,927 of whom came by sea, based on data from the Bureau of Immigration (BI).

The Department of Tourism (DOT) and the BI launched the cruise visa waiver program in 2024 aimed to simplify visa processes for tourists onboard cruise ships that dock in the country.

Over the years, cruise ships have stopped in various tourist spots in the Philippines, including Manila, Palawan, Hundred Islands in Pangasinan, Romblon, Subic, Boracay, Eastern Visayas and Bohol.

Frasco said last year’s figure of tourist arrivals by sea was “encouraging, especially that there were new cruises that visited us.”

Among the 11-member ASEAN bloc, the Philippines and Singapore were “vocal” in intending to develop cruise tourism, she said at the sidelines of the ASEAN Tourism Standards Awards night on Jan. 30.

She also noted “there is actually an existing Asia Cruise Cooperation of which the Philippines is part.”

Asked how the Philippines would gain from developing cruise tourism, Frasco believed the country can really benefit by the construction of more world-class quality ports, with around 40 islands already visited by international cruise ships.

Aside from cruise tourism, ASEAN tourism ministers also “recognized the continued development of new and innovative tourism products, including nature-based, cultural, gastronomy, wellness, adventure and creative tourism experiences,” their joint statement said.

It also reported ASEAN welcomed “approximately 144 million international visitor arrivals in 2025, reflecting a sustained upward trend supported by measures to enhance connectivity, diversify tourism offerings and strengthen marketing and promotional efforts.”