The Philippines has thrown its weight behind a proposed unified visa system for Southeast Asia, saying it could transform the region into a single, globally competitive tourism hub.

Tourism Secretary Christina Garcia Frasco voiced support for the initiative at the SKIFT Asia Forum 2025 in Bangkok on May 15, where she was a keynote speaker. The plan, modeled after the European Union’s Schengen visa and the Gulf Cooperation Council’s joint visa, has gained momentum among Association of Southeast Asian Nations (ASEAN) members.

“The ASEAN tagline is ‘A destination for every dream.’ And the ASEAN visa certainly is part of that dream,” Frasco said, according to a Department of Tourism (DOT) news release issued on Sunday. “To be able to unify the ASEAN as a destination… is one that is aspirational for us in the Philippines.”

She noted that other member states have shown “similar interest” in the concept and expressed optimism that the topic will be revisited when the Philippines hosts the ASEAN summit in 2026.

Frasco emphasized the value of collaboration over competition among ASEAN nations, citing joint campaigns like the Philippines’ partnership with Thailand under the “Two Countries, One Destination” initiative.

“Competition is always very healthy, but collaboration is healthier,” she said. “ASEAN coming together to work as a force for good for the world would really benefit all of our countries.”

Highlighting the Philippines’ appeal, Frasco pointed to the country’s cultural richness and culinary diversity as major draws for regional travelers.

“What we bring to the table… is a story—a story of a proud people that is the result of generations of influence,” she said. “You arrive in the Philippines as a guest, but you leave as family.”

As the Philippines sees a dip in Chinese arrivals, the DOT is shifting focus to emerging markets such as India, the Middle East, and Gulf states. Frasco said efforts include increasing Halal-certified tourism facilities and launching the Muslim-friendly Marhaba Cove in Boracay.

Meanwhile, arrivals from Australia, South Korea, Japan, and the United States continue to grow—an uptick Frasco credited to improved connectivity and a broader range of offerings including diving, golf, and adventure tourism.

“We are able to cater to any type of traveler,” she said. “With the number of islands that we have and the readiness of these destinations, we are excited to welcome people of all nationalities.”