Being a true-blue Cebuano, I was a very proud spectator at the recently concluded ASEAN Tourism Forum held in various parts of my province, with approximately 5,000 attendees from all over the world.
This annual international event brought together ASEAN tourism ministers, senior officials, and key industry stakeholders for a high-level dialogue on the future direction of regional tourism cooperation. A key highlight of the conference was the official launch of the ASEAN Tourism Sectoral Plan 2026–2030, which articulates the region’s shared vision for a more sustainable, inclusive, and resilient tourism sector.
During the conference, the tourism ministers presented their respective national priorities and strategic directions, aiming to strengthen alignment, foster collaboration, and contribute to a cohesive and forward-looking regional tourism agenda that responds to emerging challenges and opportunities in the ASEAN tourism landscape.
The opening ceremony was held at the Mactan Shrine, also known as the Lapulapu Monument or Liberty Shrine. It features a 20-meter bronze statue of Lapulapu, highly regarded as our first national hero. Nearby stands the Magellan Monument, built in 1866 by the Spanish authorities to honor Ferdinand Magellan. The area marks the exact location of the 1521 Battle of Mactan, considered the first documented resistance against foreign colonization in the Philippines.
The Mactan Shrine was transformed into a festive venue, filled with giant, attractively decorated tents over smartly dressed dinner tables. Outside the tents were eleven food booths representing the member countries of ASEAN, each featuring a native delicacy. What I found amusing was this: when dinner was announced, instead of queuing at the other countries’ booths, we Filipinos immediately lined up at the Philippines booth, which was serving Cebu lechon.
Graced by First Lady Marie Louise “Liza” Araneta Marcos, the program that followed the dinner featured a colorful dance interpretation of the victory of our first national hero, Lapulapu, over the Spanish invaders. Welcome speeches were delivered by Lapulapu City Mayor Cindi Chan and Tourism Secretary Christina Garcia Frasco, who ensured a smooth and memorable visit for the foreign attendees.
The following day’s activities had two simultaneous events: the opening of TRAVEX at the newly opened Mactan Expo Center, featuring tourism products and services from ASEAN member countries with all-day B2B sessions, and the tourism conference at the plush NUSTAR Resort, where industry leaders engaged in serious discussions on the region’s tourism future.
The Mactan Expo Center is located within Megaworld’s 30-hectare Mactan Newtown township in Lapu-Lapu City. The facility features a 2,600-square-meter convention hall, a 1,426-square-meter pre-function area, three VIP rooms, and a dedicated showroom. It also features an open-air balcony with a beach backdrop, all designed to enhance Cebu’s standing as a leading MICE destination.
NUSTAR Resort, home to Fili Hotel and the world-class NUSTAR Hotel, is a landmark of Filipino luxury and global standards. Nestled on a 22-acre peninsula, the resort further positions Cebu as a top MICE destination in the country.
The event’s closing ceremonies were held at the massive NUSTAR Ballroom and were preceded by the ASEAN Tourism Excellence Awards, given to a total of 211 winners from member countries. The program also included a fashion show featuring the designs of three of Cebu’s leading couturiers—Philip Rodriguez, Jun Escario, and Cary Santiago—and musical performances by Geneva Cruz and Jeffrey Hidalgo.
This year’s ASEAN Tourism Forum exceeded all expectations, according to foreign delegates who compared their experience in Cebu with previous forums held in other ASEAN countries. It was a glittering showcase of how Cebu shines in hospitality and a reminder of how the Philippines continues to make visitors fall in love with the country.
For feedback, I’m at bobzozobrado@gmail.com
