CEBU — The 19th East Asia Inter-Regional Tourism Federation General Assembly reached a significant milestone on September 3, 2026. Tourism leaders signed a joint declaration at the Mactan Expo Center, committing to stronger regional cooperation, connectivity, and sustainable tourism development.
A Joint Declaration for Cooperation
Governor Pamela Baricuatro joined provincial leaders and heads of delegations in the historic signing. The declaration reinforces EATOF members' shared vision of building a more interconnected tourism region. The assembly provided a platform for destinations to work together rather than compete individually.
The signing ceremony represented the culmination of meaningful discussions. It formalized the commitment to collaboration among ten member-provinces across East Asia. The declaration sets the framework for future partnerships in tourism promotion and development.
Cebu's Vision for Tourism
In her presentation, "CEBU: The Best of the Island — Where Heritage, Nature, Adventure and Innovation Meet," Governor Baricuatro showcased the province's diverse tourism assets. She highlighted mountains, waterfalls, islands, marine destinations, food, heritage, festivals, and traditional weaving communities.
"Cebu is not one destination. Cebu is a network of destinations," she said. The governor emphasized efforts to link attractions into a seamless visitor experience. She also promoted digital and virtual tourism maps to improve destination visibility and accessibility.
Moving Beyond Competition
Pacific Asia Travel Association CEO Noor Ahmad Hamid delivered a powerful keynote address. He urged the ten EATOF destinations to move beyond competition and strengthen cooperation. "Your differences are your strength. You become powerful together than one," Hamid said.
He encouraged members to share knowledge and promote the region collectively. Hamid challenged the destinations to identify what they could achieve together that none could alone. He described the goal as moving from a "Super 10" toward a "super alliance."
A Platform for Shared Solutions
The assembly gathered EATOF member regions from across East and Southeast Asia. These include Gangwon State from South Korea, Tottori Prefecture from Japan, and Töv Province from Mongolia. Sarawak from Malaysia, Quang Ninh from Vietnam, Luang Prabang from Laos, and Siem Reap from Cambodia also participated.
Each delegation presented their tourism initiatives and proposed areas for cooperation. Discussions focused on connectivity, digital transformation, sustainable practices, and community engagement. The exchange of ideas strengthens the collective capacity of all members.
Building a Super Alliance
The joint declaration and discussions reinforced the shared goal of interconnected tourism. EATOF Secretary-General Lee Dong-hee emphasized the importance of high-value-added local tourism. Such tourism benefits communities and provides opportunities for young people.
For Cebu, the assembly opens doors for stronger collaboration in sports tourism and cultural exchanges. The event positions the province as a dynamic hub for regional tourism cooperation. Governor Baricuatro expressed hope that the assembly will produce actual programs and investments.
