CEBU — Cebu Province is making final preparations to host the 19th East Asia Inter-Regional Tourism Federation (EATOF) General Assembly from September 2 to 4, 2026. The three-day international gathering will bring governors and tourism officials from 12 member provinces to Mactan Expo, cementing Cebu's role as a regional tourism hub.
A Gathering of Regional Leaders
Founded in 2000, EATOF serves as a joint platform for provincial governments across East Asia to strengthen tourism cooperation and exchange policy strategies. The upcoming assembly allows member regions to discuss initiatives that drive sustainable growth and deepen interregional ties. Cebu's hosting role underscores its rising diplomatic standing.
Provincial Tourism Office teams are conducting final walkthroughs and planning sessions to ensure a flawless event. From logistics to cultural presentations, every detail is being reviewed. The goal is to deliver a meaningful gathering that leaves a lasting impression on all delegates and showcases Cebuano excellence.
Tourism for the People
Governor Pam Baricuatro emphasized that hosting the assembly is about more than prestige. She framed the event as an opportunity to bring concrete benefits to local residents, small businesses, and workers. Every tourism program, she said, must ultimately improve the quality of life for Cebuanos.
Baricuatro noted that tourism should create opportunities, not just foot traffic. The assembly is expected to attract investment interest and open new markets for local enterprises. She said the challenge is to ensure that growth reaches the grassroots, not just the headline figures.
Showcasing Cebuano Hospitality
Beyond policy discussions, Cebu intends to showcase its natural beauty, rich culture, and warm hospitality. Delegates will experience firsthand why the province is a premier destination for leisure and business. The assembly provides a stage to highlight Cebu's unique blend of heritage and modernity.
During an earlier courtesy visit from EATOF organizers, Baricuatro invited the delegates to explore more of Cebu upon their return. She also floated the idea of establishing a Koreatown to serve the province's Korean community, estimated at around 20,000 residents. The proposal reflects the deep people-to-people connections that tourism can foster.
A Growing Reputation
The EATOF General Assembly follows Cebu's successful hosting of activities during the ASEAN Tourism Forum earlier this year. These back-to-back international events signal the province's readiness to host large-scale gatherings. The visibility gained further positions Cebu as a gateway for investment and cooperation in East Asia.
Baricuatro remains focused on earning the trust that comes with such responsibility. She has been called the "People's Governor" for her community-first approach. That title, she said, is not a label but a continuing responsibility measured by service, listening, and results.
