The Philippines as this year's ASEAN Chair launched the ASEAN Tourism Sectoral Plan (ATSP) 2026–2030 at the opening of the ASEAN Tourism Forum (ATF) on January 28 at the Mactan Shrine, Cebu. The plan aims to promote sustainable, inclusive, and innovative tourism in the region.
In the ceremony attended by tourism ministers from ASEAN member states, First Lady Louise Araneta Marcos, and DOT Secretary Christina Garcia Frasco, the country emphasized its leadership in growing tourism while respecting the environment and people's well-being. According to Frasco, the ATSP provides a roadmap for enriched visitor experience, empowered enterprises, and ASEAN competitiveness in the global market.
President Ferdinand Marcos Jr. declared that the ATSP is a major milestone for the region, setting a clear and unified direction for sustainable and inclusive tourism. He also outlined the five strategic thrusts of the ASEAN 2026 Chairship, dubbed SAIL-ASEAN: strengthening trade and investment, digital transformation, MSME development, creative economy and innovation, and advancement of sustainable economies.
On January 29, ASEAN Tourism ministers gathered for the 29th Tourism Ministerial Meeting, where concrete steps were discussed to implement the ATSP and other regional strategies. Frasco mentioned the importance of practical and actionable commitments to boost tourism and achieve inclusive growth in the region. Also highlighted was the inclusion of Timor-Leste as a new ASEAN member and the promotion of the ASEAN Sustainable and Resilient Tourism Investment Outlook for investment-ready projects.
In conjunction with the ATF opening, Cebu's culture and heritage were showcased through indigenous performances, ancestral rituals, and traditional dances. The ASEAN Travel Exchange (TRAVEX) also opened at the new Mactan Expo, which brought 271 buyers from 50 countries, 124 Philippine sellers, and 222 ASEAN exhibitors. This demonstrates the diversity and maturity of ASEAN tourism, and strengthens partnerships for sustainable and inclusive tourism in the region.
