Southeast Asian Tourism Shines: Winners and Emerging Trends from the 35th ASEANTA Excellence Awards
The recent 35th ASEANTA Tourism Excellence Awards, held in Cebu, Philippines, on January 27, 2026, underscored a commitment to raising industry standards and strengthening regional cooperation within the Association of Southeast Asian Nations (ASEAN). Nine tourism service providers were celebrated for their outstanding achievements, signaling key trends shaping the future of travel in the region.
Celebrating the Award Winners: A Snapshot of Excellence
The awards recognized a diverse range of achievements. Shroff Travel of the Philippines took home the prize for Best ASEAN Travel Article, although CSL Travel & Tours from Cambodia was lauded as the Best ASEAN Tour Operator. Indonesia’s Sudamala Resorts earned recognition for its Best ASEAN Sustainability Program. The Enchanted Kingdom in the Philippines was named Best ASEAN New Tourism Attraction, and AirAsia MOVE of Malaysia secured the award for Best ASEAN Marketing and Promotional Program.
Further accolades went to Lotus Desaru Beach Resort & Spa (Malaysia) for Best ASEAN Hotel Package, Borneo Nature Tours (Malaysia) for both Best ASEAN Hotel Cultural Eco-Lodge and Best ASEAN Cultural Preservation Effort Award, and SMX Convention Center (Philippines) as the Best ASEAN Convention Centre.
The Rise of Sustainable Tourism in Southeast Asia
Sudamala Resorts’ win highlights a growing emphasis on sustainability within the ASEAN tourism sector. Travelers are increasingly seeking eco-conscious options, and destinations are responding by prioritizing responsible practices. This includes minimizing environmental impact, supporting local communities, and preserving cultural heritage. Borneo Nature Tours’ double win further reinforces this trend, demonstrating that cultural preservation and eco-tourism can travel hand-in-hand.
Innovation in Marketing and the Power of Digital Platforms
AirAsia MOVE’s success in the Best ASEAN Marketing and Promotional Program category demonstrates the power of digital platforms and innovative marketing strategies. The travel industry is rapidly evolving, with online booking platforms, social media marketing, and personalized travel experiences becoming increasingly essential. This shift requires businesses to adapt and embrace new technologies to reach and engage potential customers.
MICE Tourism: A Key Driver for Regional Growth
The recognition of SMX Convention Center as the Best ASEAN Convention Centre underscores the importance of Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism to the region’s economic growth. Southeast Asia is becoming a popular destination for international events, attracting business travelers and boosting local economies. Investing in world-class convention facilities and services is crucial for capturing this growing market.
The Philippines as a Tourism Hub
The Philippines’ role as host of the 35th ASEANTA Excellence Awards, and the wins for Shroff Travel, Enchanted Kingdom, and SMX Convention Center, highlight the country’s growing prominence as a tourism destination. The Tourism Promotions Board (TPB) Philippines, in partnership with ASEANTA, is actively promoting the Philippines’ diverse attractions and strengthening its position within the ASEAN tourism landscape.
As TPB Chief Operating Officer Maria Margarita Montemayor Nograles noted, strategic destination promotion, guided by shared values and mutual trust, can elevate not just places, but the lives of the people who call them home.
Looking Ahead: Trends Shaping ASEAN Tourism
Several key trends are expected to shape the future of ASEAN tourism:
- Personalized Travel Experiences: Travelers are seeking more customized and authentic experiences tailored to their individual interests.
- Wellness Tourism: Demand for wellness retreats, spa treatments, and health-focused travel is on the rise.
- Adventure Tourism: Southeast Asia’s diverse landscapes and outdoor activities are attracting adventure seekers.
- Digital Nomadism: The rise of remote work is fueling a growing trend of digital nomads choosing Southeast Asia as a base.
- Increased Regional Travel: Intra-ASEAN travel is expected to increase as travel restrictions ease and regional connectivity improves.
FAQ
What is ASEANTA?
ASEANTA is the ASEAN Tourism Association, an organization dedicated to promoting cooperation and development within the ASEAN tourism sector.
Where were the 35th ASEANTA Excellence Awards held?
The awards were held at JPark Island Resort in Mactan, Cebu, Philippines.
What types of tourism businesses were recognized?
The awards recognized travel and tourism companies, hospitality and resort operators, and M.I.C.E. Venues.
Who organized the event?
The event was organized by ASEANTA Philippines, in partnership with the Tourism Promotions Board (TPB) Philippines.
What is the significance of these awards?
The awards recognize excellence and innovation in ASEAN tourism, setting benchmarks for quality and responsible tourism development.
Want to learn more about travel in Southeast Asia? Explore our articles on sustainable tourism practices and hidden gems in the Philippines.
