Tackling sustainable and resilient tourism, among other matters in the sector.
Last Wednesday, January 28, President Ferdinand Marcos Jr. formally opened the Association of Southeast Asian Nations (ASEAN) Tourism Forum 2026 in Cebu City.
In his message at the opening ceremony, which was delivered by Department of Tourism Secretary Christina Garcia Frasco, the vhief executive said this year’s ATF is especially meaningful as it marks the 45th year since its inauguration in 1981.
“I share with you the sense of confidence and optimism that ASEAN tourism will continue to thrive. Let our discussions lead to actions. Our cooperation brings lasting benefit to our people,” the President said in his speech.
He also called it as a “bridge” between cultures and one pathway that connects people in the region.
Marcos also noted that the tourism industry continues to uplift not only destinations but also Filipino farmers, fisherfolk, creatives, transport providers, hospitality service providers, and entrepreneurs.
“We strive to ensure that our local communities truly benefit from showcasing our heritage and highlighting the unique identity of of our people. These observations and realities resonate across our region,” he added.
Moreover, he also reaffirmed the Philippines’ commitment to advancing sustainable, inclusive, and innovative tourism as a key driver of regional growth and cooperation.
One of those he highlighted was the adoption of the ASEAN Tourism Sector Plan 2026-2030, which he described as a “major milestone” for the region and “sets out a clear and unified course for advancing sustainable and inclusive tourism across the region.”
Moreover, the President said the ASEAN Tourism Sector Plan 2026–2030 is designed to enrich visitor experience, empower enterprises, whether small or large, and ensure that ASEAN remains competitive in the global market.
“In many ways, this roadmap reflects ASEAN’s larger direction, growth that is innovative, development that is environmentally sound, and progress that prioritizes the welfare of the people,” President Marcos added.
President Marcos likewise noted that since its inauguration 45 years ago, the ATF has become a steady platform for cooperation, bringing together partnerships, policies, and shared aspirations that strengthen tourism as a driver of opportunity for economies and communities.
He also expressed that as the ASEAN Chair for 2026, the Philippines is committed to advancing the member-states’ collective interests and to steering the region toward shared growth.
With that, the country’s ASEAN 2026 Chairship is guided by five strategic thrusts dubbed SAIL-ASEAN or SAIL-A.
This stands for strengthening trade and investment linkages; accelerating digital transformation; integrating ASEAN’s MSME development agenda; leveraging the creative economy and innovation; and advancing sustainable and inclusive economies.
“It reminds us that ASEAN has always been a region that moves forward together, sailing on as one fleet towards a common horizon,” President Marcos said.
MINISTERIAL MEETING
One of the major highlights of the event is the 29th Tourism Ministerial Meeting, where m Department of Tourism (DOT) Secretary Christina Garcia Frasco called upon regional tourism leaders to advance cooperation and urn plans into outcomes.
This is to help promote Southeast Asia as a single destination for tourism.
“Our discussions today focus on our decisions, practical, and our commitments, actionable. May Cebu’s spirit of openness and resilience, guide our deliberations, and may ASEAN tourism continue to be a force for good, for jobs, enterprise, and shared prosperity,” added the tourism chief.
Frasco also said that the Philippines will push for the ASEAN Sustainable and Resilient Tourism Investment Outlook, which is being touted as a help to surface investment-ready projects and build credible pipelines.
In his remarks, meanwhile, Vice Chairman of the tourism forum, Alvin Tan of the Singapore Minister of State for Ministry of Trade and Industry, emphasized, “We stand in solidarity, our ASEAN single destination vision requires us to roll together that carry this our forward, connecting our diverse cultures into one resilient region of certainty.”
The meeting also discussions on the resukts of tourism initiatives of the 46th and 47th summits in Malaysia.
Also on Thursday, the Love the Philippines Regional Showcase was opened as part of the forum, where leaders got a first-hand experience of Filipino culture, dive and marine Sports, nature and adventure, food and wellness.
The showcase presents products from 18 regions in a zoned exhibition designed for clear storytelling and market-oriented engagement.
TRAVEL EXCHANGE
Running alongside the ASEAN Tourism Forum (ATF), the Travel Exchange (TRAVEX) 2026 showcases curated installations of nine ASEAN member countries at the Mactan Expo, where it will run until Friday, January 30.
In which, the delegates and partners can explore ASEAN tourism products, destinations, experiences and services through a business-to-business platform and pre-scheduled appointments.
Thailand features tour packages for its famous food, beaches, and resorts. Neighboring countries Laos and Cambodia offer tour packages based on rich historical and cultural heritage.
Indonesia highlighted its tourist destinations and traditional fabrics, while Vietnam has week-long tour packages in store for buyers.
Malaysia tour operators and hotels also offer their own packages, while Myanmar offers inbound tour packages.
New ASEAN member Timor-Leste is promoting its marine tourism and adventurous motorbike experiences.
“Meanwhile, the Philippines’ space carries forward the award-winning Philippine Pavilion, first unveiled at Expo 2025 Osaka, and offers tour packages from hotels and resorts, travel and tour agencies, MICE venues, and airlines,” the Department of Tourism shared.
