Huế City, Vietnam – 29 August 2025. Leaders, advocates, and experts from across the Asia Pacific gathered in Hue City, Vietnam for the 9th Asia Pacific Smoke-free Meeting, a two-day event dedicated to advancing smoke-free tourism policies that protect health, preserve culture, and strengthen economies.
Organized by the Southeast Asia Tobacco Control Alliance (SEATCA) in collaboration with the Vietnam Tobacco Control Fund (VNTCF) and the Ministry of Health – Vietnam, the meeting brought together over 160 participants from governments, civil society organizations, and international partners. With the theme “Destination Smoke-free: Transforming Tourism Across Asia Pacific,” the meeting highlighted achievements and challenges in building healthier, more sustainable tourist destinations.
“Tourism is more than economic growth—it’s about protecting people and preserving heritage,” said Dr. Phan Thi Hai, Vice Director of VNTCF. “When we make tourist sites smoke-free, we are not just protecting monuments; we are saving lives.”
Participants shared successful strategies from cities, provinces, and municipalities that have adopted smoke-free laws, including innovative enforcement measures, public awareness campaigns, and community-based monitoring. A study tour of the Imperial City of Huế, a UNESCO World Heritage Site, showcased Vietnam’s cultural treasures while underscoring the urgent need to keep such spaces free from secondhand smoke and cigarette litter.
“No tourist wants to breathe in toxic smoke while visiting a destination,” emphasized Dr. Domilyn Villarreiz, Smoke-free Program Manager of SEATCA. “By making public spaces smoke-free, we clear the air for healthier communities and stronger tourism industries. This is not just good public health policy—it’s smart tourism policy.”
While the meeting focused on strengthening smoke-free policy enforcement and promoting healthier tourist destinations, participants also highlighted the hijacking of the term “smoke-free” by the tobacco industry. In recent years, tobacco companies have misleadingly labeled e-cigarettes and heated tobacco products as “smoke-free,” masking their addictive and harmful nature. Public health advocates cautioned that such tactics confuse consumers, undermine tobacco control efforts, and threaten progress in building truly smoke-free environments. “Smoke-free should mean clean air, healthy people, and safe communities—not a marketing slogan for harmful products,” said Councilor Alan Zaldivar of Iloilo City, Philippines. “As leaders, we must challenge this false narrative and ensure that smoke-free promotes healthy environments, not harmful industries.”
The meeting concluded with a shared commitment: to position Asia-Pacific, especially the ASEAN, as a global leader in smoke-free tourism and to inspire other regions to follow suit.
“This is not just a campaign,” Dr. Villarreiz concluded. “It’s a movement to ensure every breath—whether from a local resident or a traveler—is a promise of life. The time to stand up for smoke-free environments is now.”
Contact Information:
Ms. Cyresse Ann Achilleos, Media and Communications Officer, SEATCA
Email: cyresse@seatca.org
Mobile: +63 975 701 7130
About SEATCA
SEATCA is a multi-sectoral non-governmental alliance promoting health and saving lives by assisting ASEAN countries to accelerate and effectively implement the tobacco control measures contained in the WHO Framework Convention on Tobacco Control (FCTC). SEATCA is an accredited ASEAN entity and an official Observer to the WHO FCTC Conference of Parties. WHO bestowed on SEATCA the World No Tobacco Day Award in 2004 and the WHO Director-General’s Special Recognition Award in 2014.