Increasing quality services and tourism product offerings, as well as the importance of cross-sectoral collaboration with relevant sectors including transport sector, are important to enhance coordination in tourism. The Minister of Primary Resources and Tourism underlined the matter at the 29th Meeting of ASEAN Tourism Ministers (M-ATM) and Related Meetings, held in conjunction with the ASEAN Tourism Forum 2026, or ATF 2026.

Yang Berhormat Dato Seri Setia Doctor Awang Haji Abdul Manaf bin Haji Metussin explained that Brunei Darussalam will work closely with the ASEAN Centres to develop authentic, educational, and environmentally responsible initiatives in Community-Based Tourism, Agri-tourism, well as strengthening strategies in enhancing Brunei Darussalam's nature destinations and culture and heritage tourism attractions towards achieving international recognition.

The meeting held at Cebu City, Philippines noted the progress of the ASEAN Tourism Strategic Plan 2016 – 2025 to position ASEAN as a high-quality sustainable tourism destination. The Meeting also adopted the ASEAN Tourism Sectoral Plan (ATSP) 2026 – 2030 and the ASEAN Tourism Marketing Strategy (ATMS) 2026–2030 to guide collective actions, strengthen branding and narrative-building, and enhance ASEAN's regional visibility in the years ahead.

The ASEAN Tourism Conference, held on the side-lines of the ATF, provided a platform to deliberate programmes and activities under the ATSP 2026–2030. Discussions centred on five interrelated priority areas that will guide ASEAN tourism over the next five years, namely Resilient Tourism; Accessible and Seamless Travel; Tourism Workforce Empowerment; Digital Tourism, Product and Market Diversification; and Sustainable Tourism. In his intervention, Yang Berhormat noted the regional priorities closely align with Brunei Darussalam's ongoing efforts to develop a high-quality, conservation-led tourism sector.