President Ferdinand R. Marcos Jr. pushing for “sustainable and inclusive tourism” as the Philippines, this year’s ASEAN chair, opened the ASEAN Tourism Forum (ATF) 2026 in Cebu.

Marcos framed tourism as a non-negotiable economic weapon, calling it a “driver of opportunity for economies and communities.” Speaking through Tourism Secretary Christina Frasco, he stressed: “When tourism is inclusive, it becomes empowering. When policies are carried out with care, they become sustainable.” He challenged ASEAN states to move in lockstep, saying, “the Philippines invites all ASEAN member states and partners to move with us and be part of this journey.”

He identified the ASEAN Tourism Sector Plan 2026–2030 as a decisive milestone, laying down a unified regional roadmap to boost competitiveness, empower enterprises, and sharpen visitor experience. “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,” Marcos said.

Marcos anchored the push on the Philippines’ “SAIL ASEAN” agenda, insisting tourism is “more than an industry” but “a bridge between our cultures” that directly lifts farmers, fisherfolk, creatives, and entrepreneurs. The ATF 2026 opened under the theme “Navigating Our Tourism Future, Together,” attended by First Lady Liza Araneta-Marcos and ASEAN tourism ministers, and capped by cultural performances showcasing Philippine heritage.