LAPU-LAPU CITY — Cebu opened its doors to tourism leaders from across East Asia on Wednesday, September 2, as the 19th General Assembly of the East Asia Inter-Regional Tourism Federation (EATOF) began at the Mactan Expo Cebu. The three-day gathering, running until September 4, brings together governors, heads of delegation, tourism officials and industry stakeholders for discussions on tourism, connectivity, cultural exchanges, investment and sustainable destination development.
Representatives from Cebu in the Philippines, Gangwon State in South Korea, Tottori Prefecture in Japan, Jilin Province in China, Töv Province in Mongolia, Sarawak in Malaysia, Yogyakarta in Indonesia, Quang Ninh Province in Vietnam, Luang Prabang Province in Laos and Siem Reap Province in Cambodia are attending the assembly.
The assembly opened under the theme "New EATOF, Go Glocal," as reported by Cebu Daily News. Governor Pamela Baricuatro said during the opening, "Tourism can be a powerful force for friendship, economic opportunity, cultural understanding, and sustainable development."
Cebu's priorities: connectivity and investment
Governor Baricuatro said Wednesday, September 2, that she plans to raise connectivity and investment during bilateral meetings with delegates. "Important kaayo nga naa tay direct flights from there to our end," she said, which translates to "We must have direct flights from there to our end." She reiterated that Cebu remains open to investors, stating, "Cebu is open for business."
The governor also said the province expects the gathering to increase Cebu's exposure in participating regions and help boost tourism. "As I've said, we will be showcased in their respective countries. And hopefully, we're hoping that it will improve our tourism," she said.
Seeking concrete partnerships
In her opening remarks, Baricuatro said Cebu wants the General Assembly to move beyond resolutions and agreements and produce concrete partnerships among EATOF member regions. "For Cebu, we see great opportunity for stronger cooperation in tourism and cultural exchanges, sports tourism, connectivity, investment, sustainable destination development, and people-to-people exchanges," she said.
She added that Cebu hopes the gathering will create partnerships that can translate into "actual programs, exchanges, investments, and opportunities" for communities. Baricuatro stressed that the tourism industry faces a changing landscape, with travelers seeking more meaningful experiences while communities demand clearer benefits from tourism. She cited challenges related to climate change, environmental pressures, connectivity and rapid development.
"These challenges remind us that we cannot build the future of tourism alone," she said.
A gateway for East Asia
Vice Governor Glenn Soco positioned Cebu as a potential gateway connecting East Asia through its airport, ports, and people. "We are not just a place people visit; we are a gateway, a gateway for East Asia," Soco said, as reported by Cebu Daily News. He noted that discussions during the gathering should extend beyond tourism to business and other forms of cooperation.
Background and program
EATOF was established in 2000, with Cebu among its founding members, according to The Manila Times. Gangwon State serves as the federation's chair and secretariat. Cebu also hosted the EATOF Standing Committee Meeting last year as part of preparations for this year's general assembly.
The assembly includes official meetings, bilateral discussions, networking activities, symposiums and cultural events. Delegates will also take part in a technical tour to Kabisera de Argao, where they can experience local heritage and view regional products.
The opening ceremony featured Tribu Basakanon performing Sinulog music and traditions. Gangwon State Vice Governor for Economic Affairs Shin Weon-Chul addressed the assembly and congratulated Cebu for hosting the 2026 gathering. Vice Governor Glenn Soco and members of the Cebu Provincial Board joined in welcoming delegates. The program opened with governors and heads of delegation taking part in a ceremonial activity in front of Sinulog drums.