The ASEAN Tourism Forum 2026 opened on January 28, 2026 with a speech from Filipino President Ferdinand Romualdez Marcos Jr. His speech was however delivered by State Secretary Christina Garcia Frasco, Department of Tourism (DOT) as the President was already busy with another engagement.
Here is the entire speech delivered by Christina Garcia Frasco:
ASEAN 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. As the ASEAN Chair for this year, the Philippines carries this responsibility with humility and resolve. We are committed to advancing our collective interests and to steering our region toward shared growth. This year is especially meaningful as the ASEAN Tourism Forum (ATF) marks its 45th year since its inauguration in Malaysia in 1981. Over four and a half decades, the ATF has become a steady platform for cooperation, bringing together partnerships, policies, and shared aspirations that strengthen tourism as a driver of opportunity for economies and communities.
The Philippines’ shareship is guided by five strategic thrusts that we call SAIL ASEAN. This stands for Strengthening Trade and Investment Linkages, Accelerating Digital Transformation, Integrating ASEAN’s MS & E-Development Agenda, Leveraging the Creative Economy and Innovation, and lastly, Advancing Sustainable and Inclusive Economies. Sail Up serves as our compass, giving direction and balance to our shared journey.
Fitting our ASEAN Chairship 2026 logo, distinctly features the balangay, a traditional Filipino boat that carried communities across open waters long before borders were drawn. It reminds us that ASEAN has always been a region that moves forward together, sailing on as one towards a common horizon.
This spirit is likewise captured in our feet, navigating our future together. Navigation requires clarity, sailing requires solidarity, and reaching shore requires persistence.
Details about the ASEAN Tourism Center Plan 2026-2030
A major milestone under this forum is the completion and adoption of the ASEAN Tourism Center Plan 2026 -2030, which sets out a clear and unified course for advancing sustainable and inclusive tourism across the region.
It is designed to enrich the visitor experience, empower enterprises, whether small or large scale, and ensure that ASEAN remains competitive in the global market. In many ways, this roadmap reflects ASEAN’s larger direction, growth that is innovative, development that is environmentally sound, and progress that prioritizes the welfare of the people.
These priorities attest to tourism’s power to drive growth, to fuel vision and innovation here in the Philippines. Tourism continues to uplift not only destinations but also lives. It supports Filipino farmers, fishermen, creatives, transport providers, hospitality service providers, and entrepreneurs. We strive to ensure that our local communities truly benefit from showcasing our heritage and highlight the unique identity of our people. These observations and realities resonate across our region. When tourism is inclusive, it becomes empowered. When policies are carried out with care, they become sustained.
As we look to the future, I invite all ASEAN member states and partners to move with us and be part of this journey. I share with you a sense of confidence and optimism that ASEAN tourism will continue to thrive. Let our discussions lead to actions. Our cooperation brings lasting benefit to our peoples. With that and with great pride, I now officially declare the ASEAN Tourism Forum 2026 open.
