PBBM pushes for sustainable, inclusive tourism at ASEAN Tourism Forum

By Ruth Abbey Gita-Carlos, Philippine News Agency

INCLUSIVE TOURISM. President Ferdinand R. Marcos Jr., in a message delivered by Tourism Secretary Christina Frasco (left), calls for sustainable and inclusive tourism as the Philippines formally opens the ASEAN Tourism Forum (ATF) 2026 in Cebu on Wednesday (Jan. 28, 2026). First Lady Liza Araneta-Marcos (center) attended the event, which highlights tourism’s role in driving economic growth, empowering communities, and strengthening regional cooperation among ASEAN member states. (Photo: PNA/Facebook)

MANILA – President Ferdinand R. Marcos Jr. on Wednesday called for sustainable and inclusive tourism as the Philippines, this year’s Association of Southeast Asian Nations (ASEAN) chair, formally opened the ASEAN Tourism Forum (ATF) 2026 in Cebu.

During the opening of the AFT 2026, Marcos underscored the crucial role of the tourism sector as a “driver of opportunity for economies and communities.”

“When tourism is inclusive, it becomes empowering. When policies are carried out with care, they become sustainable,” Marcos said in a speech delivered by Tourism Secretary Christina Frasco.

“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,” he added.

Marcos said a major milestone under the ATF is the completion and adoption of the ASEAN Tourism Sector Plan 2026-2030, which sets a clear and unified course for advancing sustainable and inclusive tourism across the region.

He said the regional tourism roadmap is designed to enrich visitor experience, empower both small- and large-scale enterprises, and strengthen ASEAN’s competitiveness 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,” he said.

Marcos said the Philippines’ ASEAN chairship is guided by five strategic thrusts called “SAIL ASEAN” or “SAIL-A,” which stands for 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 said the strategic thrusts would provide direction and balance to ASEAN member-states’ shared journey as they work to boost tourism, which he described as a key driver of growth when fueled by vision and innovation.

“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,” Marcos said.

“Here in the Philippines, tourism continues to uplift not only destinations but also lives. It supports Filipino farmers, fisherfolk, creatives, transport providers, hospitality service providers, and entrepreneurs,” he added.

Marcos reaffirmed the Philippines’ commitment to advancing ASEAN members’ collective interests and steering the region toward shared growth.

The Philippines opened the ATF 2026 under the theme “Navigating Our Tourism Future, Together,” marking a key milestone of its ASEAN Chairship.

First Lady Liza Araneta-Marcos and ASEAN tourism ministers attended the event, which featured cultural performances that celebrate Philippine heritage —from indigenous chants and regional folk dances to contemporary musical pieces.