EATOF leaders ink joint declaration to promote East Asia as a unified tourism landscape

MACTAN, Philippines — Regional tourism leaders across East Asia and neighboring countries signed a joint declaration to transform the region's tourism landscape through cross-border cooperation, enhanced connectivity, and sustainable practices.

The accord was finalized during the 19th East Asia Inter-Regional Tourism Federation (EATOF) General Assembly held at the Mactan Expo Center, hosted by the Cebu Provincial Government. Rather than competing for international visitors, member provinces agreed to link destinations, share resources, and promote East Asia as a unified, interconnected network.

Addressing delegates in her keynote presentation, "CEBU: The Best of the Island: Where Heritage, Nature, Adventure and Innovation Meet," Cebu Governor Pamela Baricuatro emphasized the shift toward integrated regional tourism.

"Cebu is not one destination; Cebu is a network of destinations. Technology should not replace the destination. It should help people find it,” Baricuatro said, highlighting the province's initiative to integrate its natural assets—from waterfalls and marine reserves to mountain trails—alongside its vibrant festivals and traditional weaving heritage. She also advocated for digital innovation to boost visitor engagement.

Keynote speaker Noor Ahmad Hamid, CEO of the Pacific Asia Travel Association (PATA), urged delegates to evolve the current "Super 10" regional member lineup into a cohesive "super alliance."

"Your differences are your strength. You become more powerful together than alone," Hamid remarked, calling on member states to build shared strategies while playfully noting that the "U" in CEBU stands for "unforgettable."

Delegates from member provinces detailed their upcoming infrastructure, sustainable growth, and digital integration plans:  Gangwon State, South Korea, Vice Gov. Shin Weon-chul presented plans leveraging technology and eco-friendly infrastructure to increase average visitor stays.

Sarawak, Malaysia, YB Dato Sri Haji Abdul Karim bin Rahman Hamzah outlined initiatives positioning Sarawak as a key gateway connecting Borneo with East Asia.  Cambodia, H.E. Ngouv Sengkak presented smart-city developments, new cultural routes, and digital promotion campaigns.

Mongolia, Buyantogtokh Otgonbayar showcased new travel itineraries connecting Chinggis Khaan International Airport, Zuunmod City, and Töv Province.  Vietnam, Vu Van Dien focused on joint market connectivity, data sharing, sports exchanges, and green tourism initiatives.

Tottori Prefecture, Japan, Suzuki Shunichi promoted hot spring (onsen) attractions, local seafood, and expanded regional flight links.   Luang Prabang, Laos, Bounleua Sinxayvoravong emphasized pairing the reach of the Boten-Vientiane Railway and Luang Prabang International Airport with strict sustainable tourism standards.

EATOF Secretary-General Lee Dong-hee underscored the federation’s broader social mandate, advocating for high-value local tourism models that generate sustainable economic opportunities for youth and grassroots communities.

The session, moderated by Dr. Hoon Lee, Dean of Hanyang University, closed with a commitment to immediately implement joint digital marketing, shared data systems, and cross-destination itineraries across all member provinces. (Photos: Courtesy of Capitol PIO)