In the soft glow of dawn over Cebu’s emerald waters, an idea is stirring like a gentle tide against the shore — the notion that places once distant can be drawn closer by shared stories, shared sunsets, and shared journeys. When people travel, they do more than move from one point to another; they weave connections through landscapes and communities, through laughter and food, through the simple, earnest desire to understand one another a little better. In this spirit, Southeast Asia’s annual meeting of minds and hearts — the ASEAN Tourism Forum — opened its latest chapter, bringing together travelers, leaders, and citizens beneath tropical skies to embark on that unfolding journey together.
At the opening ceremony of the 45th ASEAN Tourism Forum 2026 on January 28 in Lapu-Lapu City, President Ferdinand R. Marcos Jr. offered a vision that felt less like a formal speech and more like the invocation of a shared compass. Though his words were read by Tourism Secretary Christina Garcia Frasco — as the President was attending another engagement — the message carried the warmth and intention of a host welcoming friends across a vast archipelago of cultures and islands.
“In ASEAN, tourism has always been more than an industry,” the President said, reminding delegates that travel is a bridge between cultures, a pathway connecting people, and a force that brings the region closer.
This year’s forum, held under the theme “Navigating Our Future, Together,” drew not just ministers and officials but also cultural performers, artisans, and small-business representatives. In ceremonial gongs and garlands, in dances that echoed heritage and hospitality, the gathering reflected tourism’s power to touch lives — from farmers and fisherfolk to creatives and hospitality workers whose livelihoods are interwoven with the rhythms of travelers’ footsteps.
At the heart of the event was the unveiling of the ASEAN Tourism Sectoral Plan 2026-2030, a roadmap shaped by collective aspiration and practical purpose. Envisioned to enrich visitor experiences, empower enterprises large and small, and ensure ASEAN’s continued competitiveness on the global stage, the plan resonated with this year’s theme of unity and shared direction. It foregrounds sustainability and inclusivity, seeking balanced growth that lifts communities and honors environmental care.
Like the traditional balangay — the ancient boat that carried early Filipino communities across open waters — this forum and its strategic plan symbolize cooperation and shared navigation. In every metaphorical sail set toward a common horizon, there is a quiet recognition that while each island and nation holds its own story, the sea between them need not divide; it can connect, enrich, and inspire collective progress.
Drawing on cultural celebration and economic foresight alike, the ASEAN Tourism Forum stood — in its performances and policy discussions — as a testament to tourism’s enduring role in fostering dialogue, understanding, and mutual benefit. As delegates return to their homelands, carrying images of sunlit shores and hospitable smiles, the hope is that this sense of togetherness will ripple outward, transforming shared visions into tangible opportunities across the region.
In straight news from the opening, ASEAN leaders formally adopted the ASEAN Tourism Sector Plan 2026-2030, emphasizing sustainable, inclusive tourism as a key driver of growth for member states through 2030. Hosted in Cebu under the Philippines’ chairship of ASEAN, the forum will continue through January 30 with ministerial meetings and exchange sessions focused on regional cooperation, economic development, and tourism strategies that benefit communities across Southeast Asia.
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Sources (Based on mainstream / niche media)
Philippine Information Agency TravelMole TravelDailyNews.Asia Philippines Star ASEAN official news releases