Across Southeast Asia, tourism is evolving — not just as an economic engine, but as a platform for cultural exchange, sustainability, innovation, and community empowerment. At the forefront of this transformation are several remarkable women leaders from ASEAN countries who are shaping how the region welcomes the world. From strategic marketing and cross-border cooperation to championing community-centric tourism, these women are proving that visionary leadership can redefine travel for both visitors and locals alike.
Maria Margarita Montemayor Nograles – Philippines
As Chief Operating Officer of the Tourism Promotions Board Philippines (TPB), Maria Margarita Montemayor Nograles has become a dynamic force in presenting the Philippines as a rich cultural destination with deep community roots. Her leadership contributed to the launch of the “Love the Philippines” campaign, which replaced the long-running slogan “It’s More Fun in the Philippines” and has gained international traction for highlighting indigenous culture and lesser-known destinations.
She often underscores a simple yet powerful idea: the country’s people and culture are its richest assets — and tourism should reflect that. “The brand is in all of us, who bring it to life,” is a core belief she carries into every campaign and international forum.
Thapanee Kiatphaibool – Thailand
As Governor of the Tourism Authority of Thailand (TAT), Thapanee Kiatphaibool leads one of ASEAN’s most globally recognised tourism bodies. Under her tenure, TAT has focused on attracting high-value markets, leveraging film and culture partnerships, and expanding Thailand’s appeal as an inclusive destination. She has also supported policies such as visa waivers with neighbouring countries to boost ease of travel and strengthen regional visitor flows.
Thapanee’s leadership shows how destination strategy can combine economic goals with cultural collaboration and forward-looking tourism policies.
Ni Made Ayu Marthini – Indonesia
Deputy Minister for Marketing at Indonesia’s Ministry of Tourism, Ni Made Ayu Marthini combines diplomatic finesse with strategic vision. While her role encompasses broader responsibilities, she plays a critical part in promoting Indonesia’s tourism abroad, focusing on collaborative marketing strategies.
Marthini is known for advocating innovative and cross-sector partnerships that maximise promotional impact even within budgetary constraints. Her approach seeks to position Indonesia’s diverse destinations — from Bali’s beaches to lesser-explored cultural routes — on a global stage through cooperative efforts rather than isolated campaigns.
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