MANILA, Philippines — President Ferdinand Marcos Jr. on Wednesday opened the Association of Southeast Asian Nations (Asean) Tourism Forum (ATF) 2026 in Cebu, reaffirming the Philippines’ commitment to advancing sustainable, inclusive, and innovative tourism as a key driver of regional growth and cooperation.
In his speech delivered by Tourism Secretary Christina Garcia Frasco, Marcos underscored the crucial role of the tourism sector as a "driver of opportunity for economies and communities."
"When tourism is inclusive, it becomes empowering. When policies are carried out with care, they become sustainable," the President said.
"As we look to the future, the Philippines invites all Asean member states and partners to move with us and be part of this journey. I share with you the sense of confidence and optimism that Asean tourism will continue to strive," he added.
Marcos said that in Asean, tourism has always been more than an industry.
“It is a bridge between our cultures, a pathway connecting our people, and a force that brings our region together. It is therefore with great pride that the Philippines hosts you today at the Asean Tourism Forum 2026 here in Cebu,” he said.
The President also said that in the Philippines, tourism continued to uplift not only destinations but also lives, supporting 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 our people. These observations and realities resonate across our region,” he said.
Marcos said that as the Asean chairman for this year, the Philippines was committed to advancing the member-states’ collective interests and to steering the region toward shared growth.
The Philippines opened the ATF 2026 under the theme “Navigating Our Tourism Future, Together,” marking a key milestone of its Asean Chairship.
First Lady Liza Araneta-Marcos and Asean tourism ministers attended the event, which featured cultural performances that celebrate Philippine heritage —from indigenous chants and regional folk dances to contemporary musical pieces.
