Cebu: President Ferdinand R. Marcos Jr. on Wednesday emphasized the importance of sustainable and inclusive tourism as the Philippines, serving as the Association of Southeast Asian Nations (ASEAN) chair, officially inaugurated the ASEAN Tourism Forum (ATF) 2026 in Cebu.
According to Philippines News Agency, during the event, Marcos highlighted the tourism sector's essential role as a 'driver of opportunity for economies and communities.' He conveyed that inclusive tourism empowers communities and sustainable policies ensure long-term benefits. Marcos's speech, delivered by Tourism Secretary Christina Frasco, invited ASEAN member states and partners to collaborate in this endeavor, expressing confidence and optimism for the future of ASEAN tourism.
Marcos announced a significant achievement under the ATF: the completion and adoption of the ASEAN Tourism Sector Plan 2026-2030. This roadmap aims to enhance visitor experiences, empower enterprises, and boost ASEAN's competitiveness globally. He noted that the plan aligns with ASEAN's broader goals of innovative growth, environmentally sound development, and prioritizing people's welfare.
Guiding the Philippines' ASEAN chairship are five strategic thrusts termed 'SAIL ASEAN' or 'SAIL-A,' which include 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. Marcos stated that these thrusts would guide ASEAN member-states in enhancing tourism as a growth driver fueled by vision and innovation.
Marcos remarked that tourism in ASEAN transcends being merely an industry, acting as a cultural bridge and regional unifier. He emphasized tourism's role in uplifting destinations and livelihoods in the Philippines, supporting various sectors such as agriculture, transport, hospitality, and entrepreneurship.
Reaffirming the Philippines' commitment, Marcos pledged to advance ASEAN members' collective interests and guide the region towards shared growth. The ATF 2026, themed 'Navigating Our Tourism Future, Together,' marks a significant milestone in the Philippines' ASEAN Chairship. The event was attended by First Lady Liza Araneta-Marcos and ASEAN tourism ministers, featuring cultural performances that celebrated Philippine heritage through indigenous chants, regional folk dances, and contemporary music.
