Baricuatro welcomed the delegates to the three-day general assembly during an opening ceremony on Sept. 2 at Mactan Expo Cebu in Mactan Newtown, Lapu-Lapu City. The ceremony showcased Cebuano warmth and culture.
The delegates include governors, heads of delegation, tourism officials and other stakeholders from across East Asia seeking to strengthen cooperation in tourism, culture, connectivity, investment and sustainable destination development.
In her welcome message, the governor invited delegates to discover Cebu beyond its beaches and other world-renowned destinations.
“As host, Cebu also hopes to share with you what makes our province special—not only our beaches, mountains, heritage, cuisine, and festivals, but most importantly, our people and our culture of hospitality,” she said.
“We invite you to experience Cebu, but more importantly, we invite you to connect with Cebu.”
Regional cooperation
The EATOF is an association of provincial and regional governments in East Asia established in 2000 to promote tourism cooperation, cultural exchange, policy coordination and sustainable regional development.
There are at present 10 member-countries : Cebu Province, Philippines; Gangwon State, Republic of Korea; Tottori Prefecture, Japan; Jilin Province, China; Töv Province, Mongolia; Sarawak, Malaysia; Quang Ninh Province, Vietnam; Luang Prabang Province, Laos; and Siem Reap Province, Cambodia.
Delegates to the general assembly got a glimpse of Cebuano culture during the opening ceremony with a performance by Tribu Basakanon, the acclaimed cultural contingent from Barangay Basak San Nicolas in Cebu City known for its colorful costumes and synchronized choreography expressing devotion to the Señor Santo Niño.
Groundwork
Baricuatro told the delegates that the general assembly builds on the groundwork laid during the EATOF Standing Committee Meeting hosted by Cebu last year.
She said EATOF gives member-regions a space to learn from each other, share solutions, forge partnerships, and craft initiatives that translate into direct benefits for their communities.
“Tourism can be a powerful force for friendship, economic opportunity, cultural understanding, and sustainable development,” Baricuatro said.
For Cebu, the governor pointed to potential gains in tourism and cultural exchange, sports tourism, connectivity, investment, sustainable destination development, and people-to-people ties.
"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.
Challenges
As tourism evolves rapidly worldwide, the governor said regions can no longer afford to work in isolation.
Travelers are increasingly seeking meaningful, immersive experiences, she noted, while local communities are pushing for tourism to deliver real economic opportunities.
Destinations, meanwhile, are under mounting pressure from climate change, environmental strain, connectivity gaps, and fast-paced development.
"These challenges remind us that we cannot build the future of tourism alone," Baricuatro said.
Gangwon State Vice Governor for Economic Affairs Shin Weon-Chul, for his part, congratulated Cebu province for hosting the 2026 EATOF gathering and expressed appreciation for the warm welcome and hospitality extended to the participating delegations.
Gangwon State in the Republic of Korea has played a key role in EATOF since the federation was established in 2000 and currently serves as its chair and secretariat.
Agenda
The 19th EATOF General Assembly continues in Cebu with meetings, symposiums, networking activities, and discussions bringing together government leaders, tourism officials, industry stakeholders, and partners to exchange ideas and explore opportunities for stronger tourism cooperation and sustainable development across East Asia.
The three-day EATOF General Assembly features tourism symposiums, governors’ conference, bilateral meetings and networking activities aimed at strengthening cooperation among member regions.
There were two tourism symposiums on Sept. 2 followed by a welcome dinner at the Cebu provincial capitol. The general meeting, governors’ networking and bilateral meetings were set for Sept. 3.
The program also includes industrial and cultural tours showcasing Cebu’s local enterprises, products and traditions, including hablon weaving in Argao town in southern Cebu.
Discussions focus on tourism connectivity, investment, sustainable destination development, cultural exchanges, youth initiatives and potential partnerships.
Baricuatro said the gathering should ultimately go beyond meetings and formal agreements and lead to partnerships that create tangible opportunities for the people represented by the Federation.
“May our discussions over the next few days be productive, our partnerships stronger, and our friendship deeper,” the governor said. —Ed: Corrie S. Narisma
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