APEC tourism officials from 21 member economies met in Macao on June 28, 2026, to discuss the future of regional tourism cooperation. The 13th APEC Tourism Ministerial Meeting focused on using digital innovation and improved connectivity to drive sustainable growth and collaborative empowerment across the Asia-Pacific tourism sector.
How will AI and digital tools change the travel experience?
Artificial intelligence is currently reshaping the entire travel chain, according to Sarah Wang, regional director for Asia of the World Travel & Tourism Council. Wang noted that technologies like AI are influencing everything from initial trip planning to border management and destination data insights.
Widiyanti Putri Wardhana, Minister of Tourism of Indonesia, said digital technologies are essential for creating seamless travel experiences. She highlighted that faster immigration services, easier access, and more convenient payment systems can significantly enhance how visitors interact with a destination.
While digital tools offer efficiency, delegates expressed a need to balance automation with human interaction. Tiong King Sing, Minister of Tourism, Arts and Culture of Malaysia, pointed to China’s success with smart attractions and digital payments as a model for competitiveness. However, he maintained that “warm service and human connection” remain the core of hospitality.
During the meeting, Macao participated as a “guest economy,” using the event to showcase its integration of Chinese and Western cultures through local cuisine and creative industries.
Why are visa policies and air connectivity critical for growth?
Stronger regional connectivity remains a primary goal for APEC economies. Tiong King Sing told Xinhua that improving air connectivity and promoting multi-destination travel would make the Asia-Pacific a more attractive global destination.

Travel facilitation acts as a foundation for this cooperation. Irina Kozlova, delegate of the Russian Federation, described electronic visas and visa exemptions as a “bridge” that connects different economies. These measures simplify travel and strengthen cultural exchanges across the region.
Sarah Wang of the World Travel & Tourism Council added that the industry is looking specifically at how seamless travel can be facilitated by addressing visa issues through digital means.
Can technology support sustainable tourism in rural areas?
The meeting addressed how digital shifts can benefit more than just major cities. Julia Jesus Caldas Ramirez, head of the Peruvian delegation, argued that digital innovation provides a way to include small and medium-sized enterprises (SMEs) and local communities in the tourism economy.
In Peru, Ramirez noted that smart tourism can help rural villages and living cultures grow sustainably. This approach focuses on economic expansion that preserves the local people and their natural environments rather than replacing them.
As APEC economies move toward digital facilitation, check for e-visa availability and digital payment compatibility in your destination to ensure a seamless border crossing.
What is the next step for APEC tourism leaders?
The discussions in Macao serve as a precursor to larger economic summits. Following these ministerial meetings, China is scheduled to host the 33rd APEC Economic Leaders’ Meeting in Shenzhen, Guangdong Province, in November 2026.

The focus remains on translating the priorities discussed by the working groups into practical, regional initiatives. This includes aligning policies between the 21 member economies to ensure that technological advancements benefit all levels of the tourism workforce.
Frequently Asked Questions
What was the theme of the 13th APEC Tourism Ministerial Meeting?
The theme was “Digital Innovation, Collaborative Empowerment: Leveraging Tourism for an Asia-Pacific Community.”
Which countries participated in the meeting?
Tourism officials from 21 APEC member economies attended the meeting in Macao.
How does AI impact tourism according to experts?
According to the World Travel & Tourism Council, AI transforms the travel chain by assisting in trip planning, border management, and destination management through data.
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