Cebu is positioning itself as a regional link for tourism and economic cooperation as leaders and delegates from 10 East Asian regions gathered Wednesday, Sept. 2, for the 19th General Assembly of the East Asia Inter-Regional Tourism Federation (EATOF).
The three-day assembly, which runs until Sept. 4 at Mactan Expo Cebu and the Cebu Provincial Capitol, brings together governors, heads of delegation, tourism officials and industry stakeholders to discuss connectivity, cultural exchanges, investment and sustainable destination development.
“Tourism can be a powerful force for friendship, economic opportunity, cultural understanding, and sustainable development,” Cebu Gov. Pamela Baricuatro said during the opening.
Cebu is seeking to use the gathering to deepen ties with EATOF members and improve connections with other regional economies. Provincial officials have identified Cebu’s international airport and seaport as potential gateways for stronger connectivity and increased visitor flows.
Baricuatro said member regions are dealing with changing traveler preferences alongside challenges from climate change, environmental pressures, connectivity and rapid development.
“These challenges remind us that we cannot build the future of tourism alone,” she said.
She identified tourism and cultural exchanges, sports tourism, connectivity, investment, sustainable destination development and people-to-people exchanges as areas where members can expand cooperation.
The governor also said Cebu wants the assembly to result in concrete opportunities for its communities rather than only formal agreements.
“We hope that this General Assembly will not only produce resolutions and agreements, but will create partnerships that can be translated into actual programs, exchanges, investments, and opportunities for our people,” she said.
The assembly will feature official meetings, bilateral discussions, networking activities, symposiums and cultural events. Delegates will review proposals from previous EATOF meetings and exchange tourism practices with other member regions.
Representatives attending the gathering come from Cebu in the Philippines, Gangwon State in South Korea, Tottori Prefecture in Japan, Jilin Province in China, Töv Province in Mongolia, Sarawak and Yogyakarta in Indonesia, Quang Ninh Province in Vietnam, Luang Prabang Province in Laos and Siem Reap Province in Cambodia.
A technical tour to Kabisera de Argao will give delegates an opportunity to experience Cebu’s local heritage and view regional products. EATOF Night will also feature local performances and cuisine.
Cebu officials are also using the event to showcase the province beyond its established tourist destinations, highlighting its culture and communities.
The opening ceremony featured Tribu Basakanon performing Sinulog music and traditions for the visiting delegations. Governors and heads of delegation also joined a ceremonial activity in front of Sinulog drums.
Gangwon State Vice Governor for Economic Affairs Shin Weon-Chul addressed the assembly and congratulated Cebu for hosting the 2026 gathering.
Vice Gov. Glenn Soco and members of the Cebu Provincial Board joined Baricuatro in welcoming the delegates.
EATOF was established in 2000, with Cebu among its founding members. Gangwon State currently serves as chair and secretariat of the federation.
Cebu also hosted the EATOF Standing Committee Meeting in 2025 as part of preparations for this year’s general assembly.
The gathering is expected to give tourism officials an opportunity to benchmark programs with other member regions and explore bilateral partnerships.
Security has been tightened in Lapu-Lapu City and areas included in the technical tour, although authorities said no road closures are planned.
Photo courtesy of Cebu Province
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