CEBU CITY – Department of Tourism secretary, Cristina Garcia-Frasco led the launching of the ASEAN Tourism Sectoral Plan (ATSP) 2026-2030, at today’s ASEAN Tourism Conference, January 29 at NUSTAR, Kawit Island, Cebu City, as the ATF 2026 nearing its conclusion.
“The conference is held in Cebu, a city known for its regional and international exchange, symbolizing the balance between openness and responsibility in tourism that plays a significant role in the Philippine economy, connecting regions, supporting employment, and linking social enterprises to global markets. The conference aims to advance the ASEAN Tourism Sectoral Plan 2026-2030, focusing on resilience, workforce development, seamless travel, digital transformation, product and market diversification, and sustainability,” DOT secretary Farsco said, in her keynote message.
Frasco highlights the historical significance of Cebu, where the ministerial understanding on ASEAN cooperation in tourism was signed in 1998. The Philippines, as the chair of the ASEAN Tourism Forum 2026, aims to advance regional collaboration and deliver tangible benefits to communities.
The ASEAN Tourism Conference provides a platform for dialogue, partnership, and cooperation among governments, industry, and stakeholders, addressing shared challenges and opportunities. Malaysia's leadership as the chair of the ASEAN Tourism Forum 2025 is appreciated for sustaining momentum and advancing practical cooperation within the tourism sector, Frasco added.
Frasco introduced the ASEAN Tourism Sectoral Plan 2026-2030 which focus on resilience, workforce development, seamless travel, digital transformation, product and market diversification, and sustainability. The Philippines, as the lead country coordinator, has worked closely with ASEAN member states, dialog partners, the ASEAN Secretariat, and the ADB to sustain momentum and support implementation, she said.
“The plan aims to translate commitments into
measurable outcomes, emphasizing the importance of partnerships and technical
expertise. The role of local associations, especially from Cebu, is essential
in regional strategies, ensuring strong local systems, upheld standards,
developed skills, enabled connectivity, and advanced sustainability, Frasco
added.
Scott Morris, Asian Development Bank (ADB) Vice President for East and Southeast Asia and the Pacific highlighted ADBs support and commitment to tourism as it has been participating in the first ministerial of the year.
“Since early 2000’s ADB has mobilized over $4 billion in tourism-related financing across the region and ADB's investments have supported destination infrastructure, product development, skills upgrading, and private sector growth. ADB has about $3 billion pipeline in new tourism and tourism-enabling investments across ASEAN through 2030,” Morris bared.
Morris underscored tourism's resilience and dynamic role in Southeast Asia's growth noting it supports one in every 10 jobs and the rebound in international travel and the structural transformation of the tourism sector in ASEAN countries are exponential.
ADB's investments and strategic initiatives and support to the ATSP 2026-2030 are its commitment to tourism as drivers of inclusive growth, job creation, and regional integration is reiterated, Morris added that ADB supports ASEAN member states in preparing a regional tourism policy framework is highlighted.
“ADB's vision for the future of ASEAN tourism by 2045 aims to be a global leader in quality and high-value tourism and the plan provides a coordinated regional framework to guide the next phase of tourism development,” Morris concluded.
After the launching of the ATSP 2026-2030, the
first session on ASEAN Tourism Recovery Coordination convened with Ministers
from Brunei, Cambodia, Indonesia, Laos, Myanmar, the Philippines, and Malaysia
to discuss delivering the 2026‑2030 ASEAN Tourism Sectoral
Plan.
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