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Rosette Adel - Philstar.com
January 29, 2026 | 8:10pm
MANILA, Philippines — The Philippines, as chair of the Association of Southeast Asian Nations (ASEAN) this year, formally launched the ASEAN Tourism Sectoral Plan (ATSP) 2026–2030 during the opening of the ASEAN Tourism Forum (ATF) on Wednesday, January 28, at the historic Mactan Shrine in Cebu.
In a ceremony attended by tourism ministers from ASEAN member states and dialogue partners, First Lady Louise Araneta Marcos, and Department of Tourism (DOT) Secretary Christina Garcia Frasco, the Philippines underscored its leadership in steering the region toward sustainable, inclusive, and innovative tourism.
Speaking on behalf of President Ferdinand Marcos Jr., Frasco highlighted the significance of the ATSP.
“It is designed to enrich 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,” she said.
Marcos, in his prepared remarks read by Frasco, called the ATSP a “major milestone for the region,” noting that it sets out a clear and unified course for advancing sustainable and inclusive tourism across ASEAN.
“Since its inauguration 45 years ago, 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 president said.
“Our ASEAN 2026 Chairship is guided by five strategic thrusts dubbed SAIL-ASEAN: 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," he added.
The ATSP provides ASEAN’s comprehensive tourism framework for the next four years, outlining key focus areas to improve visitor experience, empower tourism enterprises and strengthen regional competitiveness, while emphasizing sustainability, inclusivity and resilience.
Ministers commit to action, inclusive growth
The following day, on Thursday, January 29, ASEAN Tourism ministers convened for the 29th Tourism Ministerial Meeting, chaired by Frasco. Driven by a common goal for ASEAN tourism, the session focused on turning the ATSP and other regional strategies into tangible, actionable outcomes.
“Our discussions today focus on our decisions, practical, and our commitments, actionable. May Cebu's spirit of openness and resilience, guide our deliberations, and may ASEAN tourism continue to be a force for good, for jobs, enterprise, and shared prosperity,” Frasco said.
Ministers tackled tourism-related outcomes from the 46th and 47th ASEAN Summits, including the successful inclusion of Timor-Leste as the newest bloc member. ASEAN National Tourism Organizations Chairman, DOT Undersecretary Verna Buensuceso, reported on 2025 accomplishments, including continued sector growth, eased visa requirements, and diversified product offerings.
“We stand in solidarity, our ASEAN single destination vision requires us to roll together that carry this our forward, connecting our diverse cultures into one resilient region of certainty,” Vice Chairman Alvin Tan of Singapore’s Ministry of Trade and Industry said.
The Philippines also announced plans to push the ASEAN Sustainable and Resilient Tourism Investment Outlook, designed to surface investment-ready projects and build credible pipelines in close dialogue with economic counterparts.
“This roadmap, the ATSP and investment initiatives are all aligned with our vision: sustainable, inclusive, innovative, and people-centered ASEAN tourism,” Frasco also said.
Cultural showcase and regional connections
The ATF opening on Wednesday was complemented by indigenous cultural performances at Mactan Shrine, giving foreign delegates a firsthand experience of Cebu’s heritage and Filipino pride. Performances included ancestral rituals, historical dramatizations and traditional dance reinterpretations, capped by the unity song "Bagani."
As part of ATF 2026, the ASEAN Travel Exchange (TRAVEX) also opened at the new Mactan Expo, drawing 271 buyers from 50 countries, 124 Philippine sellers and 222 ASEAN exhibitors. TRAVEX provides a platform for ASEAN destinations to connect with international markets and forge partnerships, complementing discussions under the ATSP.
“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,” the tourism chief said.
The Philippine participation continues the momentum from Expo 2025 Osaka, where the country’s pavilion gained global recognition for cultural storytelling and sustainable design. Materials from the pavilion, including handwoven textile artworks and rattan elements, are now featured in the Philippine TRAVEX booth organized by the DOT's tourism arm Tourism Promotions Board. This reinforces community-based tourism.
ASEAN tourism excellence
Meanwhile, the ATF will also recognize outstanding initiatives through the ASEAN Tourism Standards Awards, with recognitions in seven categories, including Green Hotel, Clean Tourist City, MICE (Meetings, Incentives, Conferences, and Exhibitions) Venues and Sustainable Tourism for urban and rural destinations.
