Philippines Urges Care-Centered Regional Tourism as ATF 2026 Wraps Up in Cebu

Philippines Urges Care-Centered Regional Tourism as ATF 2026 Wraps Up in Cebu | Philippines Tourism Secretary Christina Garcia Frasco, who chaired the ASEAN Tourism Forum (ATF) 2026, used the closing ceremony in Cebu on 30 January to urge all member states to steer their tourism policies with three guiding principles care, quality and cooperation. In her keynote at the NUSTAR Grand Ballroom she stressed that the forum was not a final chapter but a shared commitment to advance the vision forged through days of dialogue and partnership.

“Tonight we gather in Cebu to celebrate what we have achieved together and to look ahead to the work that lies before us,” Frasco said, linking the event to Cebu’s rich heritage. She invoked the bravery of Lapu‑Lapu and the enduring spirit of the Señor Santo Niño as symbols of dignity, resilience and renewal, noting that the Philippines’ reputation for sincere hospitality made it a fitting host.

Frasco highlighted the forum’s key outcomes. The Travel Exchange (TRAVEX) created a vibrant marketplace where destinations, buyers and partners met face‑to‑face, building trust and a shared responsibility for local communities and livelihoods. The ASEAN Tourism Conference moved the conversation beyond mere recovery, centering on measurable sustainability, inclusive growth that reaches grassroots communities, and policy‑driven resilience. The Philippine Regional Showcase illustrated that tourism is fundamentally local—rooted in islands, expressed through culture and creativity, and sustained by community pride.

At the policy level, she pointed to the 29th ASEAN Tourism Ministers’ Meeting and the broader ASEAN‑Plus‑Three, ASEAN‑Plus‑India and ASEAN‑Plus‑Russia platforms as crucial venues for aligning priorities, deepening cooperation and enhancing connectivity with an eye on readiness and responsibility. She also underscored the ASEAN Tourism Standards Awards, reminding participants that quality and excellence are the foundations of sustainable growth, protecting travelers, safeguarding host communities and strengthening the ASEAN brand.

“These initiatives are not isolated events; together they chart a common direction for an ASEAN tourism that cares—for people, cultures, places and one another,” she affirmed. “Courage gives us direction, faith gives us endurance, and cooperation sustains our progress. As Chair, I acknowledge our achievements and the ongoing duty that extends beyond this gathering.”

Frasco thanked the people of Cebu and the Philippines, local governments, tourism front‑liners, volunteers, organizers and committee members for delivering ATF 2026 with professionalism and heart. She also expressed gratitude to ASEAN member states, dialogue partners, the private sector and the media for their continued support.

The closing ceremony featured a “Pasigarbo sa Sugbu” cultural showcase, highlighting the Rosquillos, Palawud and Sinulog festivals. Cebu City Mayor Nestor Archival opened the event, followed by performances from Alice Reyes Dance Philippines, Acapellago, Huni Mandawe and Christian Bautista. The program concluded with the formal handover of ATF hosting duties to Singapore.