Filipino talent and heritage were on the spotlight at the opening ceremony of the ASEAN Tourism Forum (ATF) 2026 as distinguished guests and international delegates indulged in a suite of indigenous cultural performances, folk dances, and festivities held in Lapu-Lapu City, Cebu last January 28.
The Mactan Shrine, a heritage landmark celebrating the Filipinos’ struggle for independence, served as a fitting backdrop to the entire celebration of Cebu’s rich history and Filipino identity.
Together with First Lady Louise Araneta Marcos, Department of Tourism (DOT) Secretary Christina Garcia Frasco personally welcomed each tourism minister of ASEAN member-states and dialogue partners, officially marking the commencement of high-level meetings and dialogues of the Forum.
Speaking on behalf of President Ferdinand R. Marcos Jr., Tourism Secretary Frasco urged her fellow tourism ministers to maximize the ATF as an avenue for impactful exchange of best practices, new ideas, and forged commitments.
“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,” Tourism Frasco said reading the speech prepared by the President.
“I share with you the sense, confidence, and optimism that ASEAN tourism will continue to strive. Let our discussions lead to actions, our cooperation bring lasting benefit to our peoples,” she continued.
With the theme, “Navigating Our Future, Together,” the ATF 2026 positions the Philippines at the helm of strengthening cooperation among ASEAN member states towards a more resilient, sustainable, and future-ready tourism sector in the region.
The ATF 2026 is among the first major events of the Philippines’ ASEAN chairship to be followed by a full calendar of international meetings, bringing sustained global visibility, tourist arrivals, and business activity in the country.
Filipino talent and heritage were on the spotlight at the opening ceremony of the ASEAN Tourism Forum (ATF) 2026 as distinguished guests and international delegates indulged in a suite of indigenous cultural performances, folk dances, and festivities held in Lapu-Lapu City, Cebu last January 28.
The Mactan Shrine, a heritage landmark celebrating the Filipinos’ struggle for independence, served as a fitting backdrop to the entire celebration of Cebu’s rich history and Filipino identity.
Together with First Lady Louise Araneta Marcos, Department of Tourism (DOT) Secretary Christina Garcia Frasco personally welcomed each tourism minister of ASEAN member-states and dialogue partners, officially marking the commencement of high-level meetings and dialogues of the Forum.
Speaking on behalf of President Ferdinand R. Marcos Jr., Tourism Secretary Frasco urged her fellow tourism ministers to maximize the ATF as an avenue for impactful exchange of best practices, new ideas, and forged commitments.
“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,” Tourism Frasco said reading the speech prepared by the President.
“I share with you the sense, confidence, and optimism that ASEAN tourism will continue to strive. Let our discussions lead to actions, our cooperation bring lasting benefit to our peoples,” she continued.
With the theme, “Navigating Our Future, Together,” the ATF 2026 positions the Philippines at the helm of strengthening cooperation among ASEAN member states towards a more resilient, sustainable, and future-ready tourism sector in the region.
The ATF 2026 is among the first major events of the Philippines’ ASEAN chairship to be followed by a full calendar of international meetings, bringing sustained global visibility, tourist arrivals, and business activity in the country.
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