PH hosts Asean Tourism Forum in Cebu
CEBU—The Department of Tourism (DOT) on Tuesday said the Philippines stands to gain significant economic, tourism, and investment benefits as it hosts the 45th Association of Southeast Asian Nations (Asean) Tourism Forum (ATF) 2026, calling it a major milestone for the Marcos administration.
The staging of ATF 2026 forms a key pillar of the country’s Asean chairmanship this year, with the theme “Navigating Our Future, Together,” and positions the Philippines at the forefront of shaping the region’s tourism trajectory, integration, and long-term growth.
The forum is among the first major sectoral events of the Philippine chairmanship and will anchor a full calendar of Asean-related meetings throughout the year, bringing international attention, visitor traffic, and business activity to the country.
It will convene tourism ministers, senior officials of National Tourism Organizations, and industry leaders from across Southeast Asia for high-level ministerial meetings, working group sessions, policy discussions, and industry engagements central to Asean tourism cooperation.
“Hosting the Asean Tourism Forum 2026 is both an economic opportunity and a strategic statement of the Philippines’ commitment to advancing a cooperative, forward-looking Asean tourism agenda with tangible benefits across our communities,” said Tourism Secretary Christina Garcia Frasco.
“Under the Marcos administration’s vision of economic development driven by tourism, this forum allows the Philippines to generate jobs, stimulate local enterprises, and attract investments, while showcasing our readiness to lead, convene, and deliver on the regional stage,” she said.
Frasco said Cebu’s selection as host highlights the administration’s commitment to dispersing tourism growth beyond Metro Manila and accelerating development in the regions. In Cebu alone, the summit is expected to draw some 5,000 guests from all over the world.
Dialogue partners and stakeholders from China, Japan, South Korea, India, Russia, Australia, and the United States-Asean Business Council are also expected to participate.
Regional planning
The opening ceremony will be on Jan. 28 at Mactan Shrine, one of the important historical sites in Cebu.
Among the highlights of ATF 2026 are the Asean Tourism Ministerial Meeting and the Asean Tourism Conference on Jan. 29, which will serve as platforms for policymakers and experts to address emerging trends, resilience, sustainability, and digital transformation in tourism.
The ATF will also witness the launch of the Asean Tourism Sectoral Plan 2026-2030, which outlines the region’s collective vision and plans for a sustainable and inclusive tourism industry.
Bilateral meetings held on the sidelines are also expected to advance cooperation between Asean and its dialogue partners across both public and private sectors.
Travex 2026
Meanwhile, the DOT’s marketing arm, the Tourism Promotions Board Philippines, will lead Travex 2026, Asean’s flagship tourism trade exchange and the region’s largest business-to-business platform.
Scheduled from Jan. 28 to 30 at the Mactan Expo, Travex 2026 is expected to bring together over 700 international buyers, sellers, and decision-makers.
The hosting of ATF 2026 marks the Philippines’ return as host nearly a decade after staging the forum in 2016.
Cultural showcases and curated experiences will allow delegates to experience Philippine heritage and creativity up close, including “Paglantaw,” a heritage tour of Old Cebu, and “Bagani,” a cultural tour of Lapu-Lapu City.
The DOT also organized guided tours to key destinations nationwide to promote broader destination awareness and future travel.
