CEBU CITY, Philippines — Cebu has taken center stage in East Asian regional diplomacy as the 19th General Assembly of the East Asia Inter-Regional Tourism Federation (EATOF) officially opened at the Mactan Expo in Lapu-Lapu City, with Governor Pamela Baricuatro leading the host Province of Cebu in welcoming governors, heads of delegation, tourism officials, and stakeholders from across East Asia.
The three-day international summit, running from September 2 to 4, brings together governors, high-ranking delegates, scholars, and industry stakeholders from member provinces across ten Asian countries—including the Philippines, South Korea, Japan, Mongolia, Malaysia, Vietnam, Laos, Cambodia, China, and Indonesia.
The gathering opened with an energetic performance by the world-renowned Tribu Basakanon, who brought the colors and rhythms of the Sinulog festival to the international delegation. Welcoming the international representatives, Cebu Governor Pamela Baricuatro emphasized the need for joint action as global travel undergoes shifting trends.
"Tourism can be a powerful force for friendship, economic opportunity, cultural understanding, and sustainable development," Baricuatro said, noting that post-pandemic travelers now seek deeper, more meaningful experiences while local host communities demand tangible economic benefits. "These challenges remind us that we cannot build the future of tourism alone."
Gangwon State Vice Governor for Economic Affairs Shin Weon-Chul and Cebu Vice Governor Glenn Soco also delivered opening addresses, affirming the collective resolve to expand cross-border cooperation in travel and investment.
EATOF was founded in 2000 in Gangwon State, South Korea, it is the only international cooperative body composed specifically of provincial and local governments in East Asia that was created as a platform for regional peace and economic prosperity through tourism.
EATOF’s core mission centers around these concepts and ideas that include, policy and information exchange; joint marketing and route development; capacity building; and sustainable destination management.
EATOF seeks to share best practices, sustainable frameworks, and local governance strategies in managing travel destinations. It also wants to create inter-regional travel packages and promoting direct air and sea connectivity between member provinces.
Conduct joint education, training programs, and professional exchanges for public and private sector tourism personnel, and address climate change, environmental pressures, and over-tourism through collaborative solutions.
For Cebu and the broader Central Visayas region, hosting the 19th EATOF General Assembly yields multi-faceted economic and strategic dividends including direct flight and connectivity expansion.
By engaging directly with regional governors and transport delegates, Cebu can leverage the summit to advocate for new direct flight routes into Mactan-Cebu International Airport (MCIA), establishing seamless links with high-value traveler markets in East and Southeast Asia.
Trade, investment, and job retention. Beyond leisure travel, the platform allows provincial leaders to pitch investment opportunities in infrastructure, renewable energy, and eco-tourism. Governor Baricuatro highlighted that strong regional ties support enterprise retention and safeguard local jobs.
MICE destination positioning. Hosting an international gathering of this scale reinforces Cebu’s reputation as a top-tier destination for Meetings, Incentives, Conferences, and Exhibitions (MICE) in Southeast Asia, showcasing infrastructure like the Mactan Expo.
Community-centered tourism impact. The summit shifts focus toward eco-tourism, sports tourism, and cultural exchanges that directly funnel revenue into rural municipalities, small businesses, craft industries, and local heritage workers throughout Central Visayas.
As discussions continue over the next two days, the assembly is expected to conclude with multi-lateral agreements designed to convert policy commitments into direct exchanges, investment pipelines, and economic opportunities across member regions. (Photos: Capitol PIO)
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