IN PHOTOS: ASEAN Tourism Forum launches in Lapu-Lapu City

CEBU, Philippines — With a larger-than-life statue of a pre-colonial Cebuano hero and a monument dedicated to the Portugese colonizer whom he defeated, top tourism officials gathered to kick off the Philippines’ hosting of the Association of Southeast Asian Nations (ASEAN) Tourism Forum (ATF). 

The ATF is the bloc’s largest gathering of tourism officials and stakeholders, spanning a range of events — from the trade event ASEAN Travel Exchange to the ASEAN Tourism Conference. 

Tourism Secretary Christina Garcia Frasco welcomes ASEAN Secretary General Dr. Kao Kim Hourn during the opening ceremony of the ASEAN Tourism Forum 2026 on January 28, 2026. Jacqueline Hernandez/Rappler

The days-long event was officially kicked off at the Mactan Shrine in Lapu-Lapu City. Philippine Tourism Secretary Christina Frasco, chair of the ASEAN Tourism Ministers’ Meeting, delivered the keynote speech on behalf of President Ferdinand Marcos Jr., who was still recovering from a recent diverticulitis diagnosis. First Lady Liza Araneta-Marcos, who has had a prominent role in planning and preparing for ASEAN events, was guest of honor. 

It’s a full circle moment for the province. The very first ATM, among the highlights of ATF, was held in Cebu back in 1998. In Cebu, ministers officially launched the ASEAN Sectoral Plan 2026-2030. 

First Lady Liza Araneta Marcos and Tourism Secretary Christina Frasco pose for a photo with tourism ministers from ASEAN member states. Jacqueline Hernandez/Rappler

The ATF opening featured a moving incantation seeking blessings from the Almighty by National Living Treasure for Chanting Rosie Godwino Sula, followed by performances by the Lapu-Lapu Performing Arts, the Ramon Obusan Folkloric Group, Acapellago, Lapu-Lapu Arnis de Abanico, and UPEEPZ. 

ASEAN Tourism Ministers wore hand-embroidered piña barongs and ternos by Cebuano designer Dino Lloren, according to Frasco. They were also given lagang brooches. Lagang is a shell crafting tradition in Cebu.

Cultural dancers showcase traditional Filipino performances in an opening number. Jacqueline Hernandez/Rappler With the sounds of a gong, Tourism Secretary Christina Frasco officially opens the ASEAN Tourism Forum 2026 with tourism ministers from ASEAN member states. Jacqueline Hernandez/Rappler First Lady Liza Araneta Marcos and Tourism Secretary Christina Frasco pose for a photo with tourism ministers from ASEAN member states as the regional bloc officially opens the ASEAN Tourism Forum 2026. Jacqueline Hernandez/Rappler

– Rappler.com