ASEAN Tourism Launches Multi-Destination Campaign with Agoda, AirAsia MOVE
The 'SEABlings: Closer Than You Think' initiative encourages travellers to explore neighbouring nations, reframing Southeast Asia as 11 interconnected states, including new member Timor-Leste.
ASEAN Drives Cross-Border Travel Initiative
ASEAN Tourism has initiated a new regional campaign, 'SEABlings: Closer Than You Think', to encourage international travellers to explore multiple destinations within Southeast Asia.
Launched in partnership with Agoda and AirAsia MOVE, the programme aims to shift the perception of the region from a collection of individual countries to an interconnected network of eleven member states.
Dr. Edward Koh, Lead Country Coordinator for ASEAN Tourism Marketing, stated that the campaign highlights the proximity and complementary nature of the member states, encouraging longer stays and deeper exploration.
The initiative seeks to broaden tourism benefits across the entire region, moving beyond single-country itineraries that often overlook cultural depth and geographic connections.
Timor-Leste Enriches Regional Identity
The 'SEABlings' campaign also marks an updated regional identity following Timor-Leste's admission as ASEAN's eleventh member state on 26 October 2025. This expansion was the first in 26 years, with Cambodia having joined in 1999. ASEAN Tourism plans to roll out an updated logo and brand identity later in 2026 to reflect Timor-Leste’s inclusion.
Dr. Edward Koh noted that Timor-Leste brings a distinctive dimension to Southeast Asia’s tourism narrative. Travellers can visit landmarks such as the Cristo Rei of Dili or explore Atauro Island, known for its clear waters, rich marine biodiversity, and opportunities for diving and snorkelling. The island's surrounding waters are also a habitat for whales and dolphins, adding to its appeal for nature tourism.
Five Pillars Connect Neighbouring Destinations
The 'SEABlings' campaign is structured around five core pillars: shared flavours, shared cultures, shared words, shared experiences, and hidden discoveries. These themes are designed to help travellers identify both the commonalities and the unique characteristics across neighbouring destinations.
For instance, shared flavours allow travellers to compare variations of dishes like laksa, from Singapore's coconut-based versions to Penang's tangy asam laksa. Shared words highlight linguistic connections, such as 'makan' (to eat) in Malay and Indonesian, or 'pinto' in Tagalog and 'pintu' in Indonesian (both meaning 'door').
These connections provide reasons for travellers to extend their trips across borders, appreciating both shared heritage and local expressions.
Strategic Plan Targets Deeper Regional Travel
The 'SEABlings' campaign aligns with the broader priorities of the ASEAN Tourism Strategic Plan 2026–2030, which focuses on strengthening regional integration and promoting sustainable, inclusive tourism growth. By encouraging multi-destination travel, ASEAN Tourism aims to inspire longer stays and a wider distribution of tourism benefits across its member states.
The partnerships with Agoda and AirAsia MOVE are intended to provide accessible booking pathways, directly supporting the campaign's goal of increased multi-destination bookings across the 11 member states in the coming years. Success will be measurable through booking data from these platforms, offering insights into cross-border travel patterns within the region.
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