EATOF members push stronger tourism ties, connectivity across East Asia

LAPU-LAPU CITY — Tourism destinations across East Asia are looking to deepen cooperation and improve connectivity as they seek to attract more travelers and create new opportunities for local communities.

Photo by: Carmel Pedroza 

The push took center stage during the 19th East Asia Inter-Regional Tourism Federation (EATOF) General Assembly at the Mactan Expo Center on Sept. 3, where leaders and representatives of member destinations signed a joint declaration calling for closer regional collaboration and sustainable tourism development.

Hosted by the Cebu Provincial Government, the gathering brought together tourism leaders to discuss ways to work across borders on tourism products, digital promotion, connectivity, and other initiatives.

For Cebu, the assembly also provided an opportunity to showcase the province as a collection of destinations rather than a single tourism area.

Gov. Pamela Baricuatro highlighted Cebu’s beaches and islands, marine attractions, food, heritage sites, festivals and traditional weaving communities during her presentation, “CEBU: The Best of the Island — Where Heritage, Nature, Adventure and Innovation Meet.”

“Cebu is not one destination. Cebu is a network of destinations,” Baricuatro said.

She said the province is working toward linking its different tourism areas and experiences to make travel within Cebu more seamless.

Technology, she added, can help travelers discover destinations that may otherwise receive less attention.

“Technology should not replace the destination. It should help people find it,” she said.

Baricuatro also promoted Cebu as a potential venue for meetings, incentives, conferences and exhibitions, encouraging organizations and businesses to consider the province for events, investments and partnerships.

She said Cebu's tourism development should continue to involve local communities while protecting the province’s environmental and cultural resources.

A stronger regional tourism network

Pacific Asia Travel Association CEO Noor Ahmad Hamid urged EATOF members to maximize their collective strengths instead of treating one another solely as competitors.

Speaking during the assembly's “Super 10” session, Hamid said the member destinations have different cultures and identities but can still cooperate in areas where joint action would produce greater benefits.

“I look at you as 10 destinations, 10 cultures, identities, but with 10 cooperation, where we must collaborate where we can,” Hamid said.

He encouraged the members to exchange knowledge, work together on tourism promotion, and present a stronger collective presence in the international market.

Hamid challenged EATOF to eventually become a “super alliance,” saying collaboration could open opportunities that individual destinations may find difficult to pursue on their own.

“Your differences are your strength. You become powerful together than one,” he said.

Destinations share tourism plans

The assembly also allowed EATOF members to present initiatives and areas where they could potentially work together.

Gangwon State in South Korea outlined plans to encourage visitors to stay longer while incorporating technology and sustainability into tourism development.

Sarawak presented its potential role as a tourism gateway connecting Borneo with East Asia, while Cambodia highlighted new tourism offerings, cultural activities, digital initiatives, smart-city development, and social media promotion.

Mongolia presented tourism routes linking Chinggis Khaan International Airport with Zuunmod City and Töv Province.

Vietnam identified transportation and market access, tourism data sharing, digital campaigns, green tourism, sports and community exchanges as possible areas for cooperation.

Japan's Tottori Prefecture promoted its food, seafood and onsen attractions, while Luang Prabang in Laos highlighted its access through the Luang Prabang International Airport and the Boten-Vientiane Railway.

EATOF Secretary-General Lee Dong-hee said the federation should also focus on tourism that delivers greater value to local communities and opens more opportunities for young people.

The discussions reinforced EATOF's goal of building a more connected tourism network where destinations can share resources, develop complementary products and pursue sustainable growth together.

For Cebu, the gathering also strengthens its role in linking local tourism opportunities with a wider regional market. | Carmel Pedroza