The provincial government of Cebu is ramping up preparations to host the 19th East Asia Inter-Regional Tourism Forum (EATOF) General Assembly from 2 to 4 September 2026.

The three-day international gathering will convene provincial governors, regional leaders, and tourism officials from 12 member provinces across East Asia.

Founded in 2000, EATOF serves as a joint platform for provincial governments to advance sustainable regional tourism, exchange policy strategies, and drive economic growth.

Cebu Governor Pam Baricuatro said hosting the event underscores the province's growing status as an international tourism hub and reinforces its diplomatic ties across the region.

"We want our guests to experience not only the beauty of Cebu, but also the warmth, hospitality, and excellence of the Cebuanos," Baricuatro said.

"This is an opportunity to showcase what Cebu can offer while building stronger partnerships across East Asia," she added.

Baricuatro stressed that regional tourism initiatives must directly benefit local residents, small businesses and workers.

"Tourism is not simply about bringing visitors to Cebu. It is about bringing opportunities to our people," she said. "Every program we pursue must ultimately create a better quality of life for Cebuanos."

Supporters have increasingly referred to Baricuatro as the "People's Governor" for her focus on community-level programs and direct public service.

"Being called the 'People's Governor' is not a title I claim for myself," Baricuatro noted. "It is a responsibility I must continue to earn through service, listening to our people, and delivering results."

Provincial officials expect the upcoming assembly to position Cebu as a premier destination for international investment and cross-border cooperation in East Asia.