Speech of President Ferdinand R. Marcos Jr. at the Opening of the ASEAN Tourism Forum 2026 (delivered by DOT Secretary Christina Frasco on behalf of the President)

Ladies and gentlemen, mabuhay and welcome to Cebu.

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.

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 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’ Chairship is guided by five strategic thrusts that we call SAIL ASEAN or SAIL-A.

This stands for strengthening trade and investment linkages, accelerating digital transformation, integrating ASEAN’s MSME development agenda, leveraging the creative economy and innovation, and lastly, advancing sustainable and inclusive economies.

SAIL-A serves as our compass, giving direction and balance to our shared journey.

Fittingly, 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 fleet towards a common horizon.

This spirit is likewise captured in our theme, “Navigating Our Future, Together.” Navigation requires clarity, sailing requires solidarity and reaching shore requires persistence.

A major milestone under this forum is the completion and adoption of the ASEAN Tourism Sector 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 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 when fueled with vision and innovation.

Here in the Philippines, tourism continues to uplift not only destinations but also lives. It supports Filipino farmers, fisher folk, 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. When tourism is inclusive, it becomes empowering. When policies are carried out with care, they become sustainable.

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. Let our discussions lead to actions, our cooperation bring lasting benefit to our peoples.

With that and with great pride, I now officially declare the ASEAN Tourism Forum 2026 open.

Thank you.

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