In line with the establishment of the ASEAN community in 2016 and to commemorate the 50th anniversary of ASEAN in 2017, the tourism ministers of ASEAN have agreed to develop the Visit ASEAN @50 tourism campaign to jointly promote and showcase Southeast Asia as a single tourism destination. Visit ASEAN @50 will feature iconic ASEAN tourism products, events, and experiences, particularly those reflecting the richness of culture, heritage , and natural environment as well as the warm hospitality extended by the people of Southeast Asia. Visit ASEAN @50 will be launched at ITB Berlin in March.
The program was one of three highlights reported by Philippine Tourism Secretary Ramon Jimenez, Jr. to ATF delegates and media during the conclusion of the 19th Ministerial Meeting of ASEAN Tourism Ministers in Manila. The other two highlights were the successful implementation of the ASEAN Tourism Strategic Plan (ATSP) of 2011-2015 with a continuing program for 2016-2022, and the ASEAN Cruise brand.