ASEAN has unveiled a new initiative aimed at invigorating the tourism sector across the region. This effort goes beyond strengthening solidarity among member countries; it seeks to foster healthy competition and showcase the diverse attractions within ASEAN’s vibrant ecosystem.
The highlight of this initiative is the launch of the ASEAN Tourism Award and the ASEAN Tourism Microsites. The awards, which feature multiple categories, provide a platform for all facets of ASEAN’s tourism industry to shine. “I believe this will greatly benefit Southeast Asia, especially the awards,” said Ni Luh Puspa, Deputy Minister of Tourism, during a visit to the ASEAN Secretariat in Jakarta on Friday (8/8/2025). “Last year, Indonesia took home awards in the hotel category, and this year, we aim to win in twelve categories.”
She emphasized that these accolades will bolster their industry. “It’s a great way to support and elevate our tourism sector. The microsites complement our existing platforms like Indonesia.travel, making it more interactive and accessible for travelers,” she added. Indonesia.travel, she explained, offers curated information about Indonesia’s prime destinations, and expanding its digital presence through these microsites could amplify its reach.
Ni Luh expressed hope that regional collaboration within ASEAN will further boost tourism. She believes the microsites can serve as powerful tools to attract more visitors to Indonesia. “These microsites are excellent, and I look forward to integrating them with Indonesia.travel for a seamless promotion experience. It will help us draw more tourists to Indonesia,” she said.
Looking at recent trends, Ni Luh noted that by 2025, approximately 38% of tourists visiting Indonesia are from ASEAN countries. The new microsites could encourage even more regional travelers to explore Indonesia’s wonders, strengthening the region’s tourism industry as a whole.
