CEBU CITY — President Ferdinand Marcos Jr. on Wednesday said the Association of Southeast Asian Nations (ASEAN) Tourism Forum (ATF) has, for over four decades, strengthened regional cooperation by advancing partnerships and policies that drive economic growth and community development through tourism.
In a letter delivered by Department of Tourism (DOT) Secretary Christina Frasco, President Marcos emphasized that tourism in the Philippines not only uplifts destinations but also improves lives.
“Here in the Philippines, tourism continues to uplift not only destinations but also lives. It supports Filipino farmers, fisher folk, creatives, transport providers, hospitality service providers, and entrepreneurs,” Marcos said.
He acknowledged the implementation of the ASEAN Tourism Sector Plan 2026-2030, which is one of the main documents expected from the high-level meeting, with the Philippines serving as the country coordinator.
“It is designed to enrich visitor experience, empower enterprises, whether small or large-scale, and ensure that ASEAN remains competitive in the global market,” he added.
Earlier, Frasco said the ATF ministerial meetings aim to launch and implement the ASEAN Tourism Strategic Plan, which will identify key areas for tourism development.
In a chance interview with reporters during the first day of ASEAN’s Travel Trade Exchange (TRAVEX), the Tourism Secretary emphasized that the strategic plan is an opportunity to present ASEAN as a unified tourism destination.
“The results of these meetings will ensure that development across ASEAN is consistent with the priorities identified by our respective leaders,” Frasco said.
She noted that priorities within the strategic plan include improving seamless access and overall accessibility to the region, highlighting that visa-free access and a unified visa will be key components.
The ASEAN Tourism Strategic Action Plan is one of the main documents expected from the high-level meeting, with the Philippines serving as the country coordinator.
After nearly two decades, Cebu is once again hosting ASEAN events, including the Foreign Ministers’ Retreat and the ATF.
This event marks the Philippines’ return as the host for the ATF after almost a decade, following its previous hosting in 2016.
Meanwhile, TRAVEX brought together 271 buyers from 50 countries, along with 124 sellers and 222 exhibitors, aiming to strengthen market access for local sellers at the Mactan Expo Center in Lapu-Lapu City, Cebu.
The DOT said the three-day TRAVEX will showcase tourism enterprises, tour operators, destination marketers, and buyers from ASEAN member states.
“TRAVEX showcases the diversity and maturity of ASEAN tourism offerings. It is a platform that brings together not only destinations and products but also aspirations, partnerships, and shared responsibility for the future of tourism in our region,” Frasco said.
The DOT emphasized that TRAVEX aims to strengthen market access for local sellers and enhance regional commerce.
