Cebu's Foundational Role in the East Asian Tourism Forum
Published on: February 2, 2026, 11:16 am
The East Asian Tourism Forum (Eatof) was officially launched in Cebu, marking a significant milestone in regional tourism cooperation. This initiative was spearheaded by key local leaders, including then governors Pablo Garcia and Gwendolyn Garcia, alongside Department of Tourism Director Dawnie Roa and tourism head Agnes Magpale. Their collective vision laid the groundwork for a platform that would foster cross-border collaboration in the tourism sector.
Broad-Based Support from Multiple Sectors
The establishment of Eatof in Cebu was not solely a government endeavor; it enjoyed robust support from various sectors. The private sector was well-represented through members of the Cebu Chamber of Commerce and Industry and the American Chamber. Additionally, the academic community played a crucial role, with institutions such as the University of San Jose–Recoletos, Cebu Normal University, University of San Carlos, and University of Southern Philippines taking the lead. Other educational entities like Speechcom International also contributed to the forum's foundational efforts.
Local governance further bolstered this initiative through the Cebu City Tourism Commission, then headed by Renato Osmeña, Nelia Neri, and Francisco Borromeo. Their involvement ensured that the forum was deeply rooted in the community, leveraging Cebu's rich cultural and historical assets, including landmarks like Fort San Pedro and the Cebu Provincial Capitol, which were highlighted as key attractions during Eatof events.
Active Participation and International Engagement
Cebu's engagement with Eatof extended beyond its initial launch. The province actively participated in numerous Eatof conferences held across East Asia, including in Korea, Singapore, Thailand, Beijing, and other cities. This international presence allowed Cebu to showcase its unique heritage, with member nations commending its historical wealth, traditional vestiges in various towns, and distinctive food and fabrics.
The academic sector, led by the University of San Jose–Recoletos, was instrumental in shaping the forum's direction. For instance, one contributor personally assisted in drafting the first Eatof manual alongside a Korean officer, underscoring the collaborative spirit that defined the organization. Original Eatof members included Cebu, Thailand, Indonesia, China, and others, though over time, some connections with the organization were lost.
Core Thrusts and Lasting Impact
Eatof's primary focus areas encompassed education, the environment, arts and culture, and key tourism-related issues. It served as a platform that emphasized collaboration beyond borders, anchored in shared heritage and mutual learning. This approach enriched participants' understanding of how tourism can act as a unifying thread among different races, cultures, and histories.
While the current status of Eatof remains uncertain—whether it has expanded its scope, adopted new thrusts, or evolved under a different name—its legacy in Cebu endures. Notably, Cebu Governor Pam Baricuatro is now involved in regional tourism initiatives, potentially building on the foundations laid by Eatof. The City of Cebu was also a proponent of several Eatof programs in education, environmental protection, small-scale entrepreneurship, and arts and culture, leaving a lasting imprint on the province's tourism landscape.
Reflecting on this era, many miss the enriching experience of Eatof, which demonstrated how tourism can bridge diverse communities and foster global understanding.
