CEBU CITY — Department of Tourism (DOT) Secretary Christina Frasco emphasized the crucial role of regional stakeholders in advancing sustainable tourism within the Association of Southeast Asian Nations (ASEAN).
Frasco stated that strong local systems and cooperation are key to protecting destinations and supporting livelihoods.
In her keynote address during the ASEAN Tourism Conference (ATC), Frasco reiterated the goal to implement the ASEAN Tourism Sector Plan for 2026-2030, a key document expected to emerge from the high-level meeting, with the Philippines serving as the country coordinator.
“We are advancing the ASEAN Tourism Sectoral Plan for 2026 to 2030, our collective roadmap for the next phase of ASEAN tourism. The plan is anchored on five priorities: resilience; tourism workforce development; seamless travel; digital transformation, and product and market diversification; as well as sustainability,” she said.
Frasco stressed that these priorities reflect a shared understanding that the future of tourism relies not only on its scale but also on the value it provides for workers, businesses, destinations, and communities.
“The Philippines has been honored to serve as Lead Country Coordinator of the Sectoral Plan. In this role, we have worked closely with ASEAN Member States and Dialogue Partners, the ASEAN Secretariat, Asian Development Bank (ADB), and all stakeholders to sustain momentum, strengthen alignment, and support implementation that translates commitments into measurable outcomes,” she added.
The tourism chief expressed hope that the ATC would enhance cooperation, foster thoughtful exchanges, and reinforce the shared commitment to tourism that creates opportunities, sustains livelihoods, and delivers lasting value across the region.
The ADB is one of the partners supporting ASEAN’s tourism initiatives.
On January 27, DOT Undersecretary Verna Buensuceso highlighted the importance of the “ASEAN plus three” 48th National Tourism Organizations Meeting (NTO) work plan.
She said that the partnership between ASEAN, China, Japan, and the Republic of Korea is not merely a collaboration but a “vital alliance that underscores the crucial role of tourism as a catalyst for unity and mutual prosperity.”
Earlier, in a letter delivered by Frasco, President Ferdinand Marcos Jr. emphasized that tourism in the Philippines not only uplifts destinations but also improves lives.
The President reaffirmed his commitment to ensuring that local communities benefit from the showcasing of their heritage and the highlighting of the unique identity of the Filipino people.
This year marks the 45th anniversary of the ASEAN Tourism Forum (ATF) since its inauguration in Malaysia in 1981.
After nearly two decades, Cebu is once again hosting ASEAN events, including the ASEAN Foreign Ministers’ Retreat and the ATF.
