Philippines Showcases Island Destination as Strategic Platform for Southeast Asian Travel Industry Convergence
As the proud host nation of ATF 2026, the Philippines is preparing to welcome hundreds of tourism industry delegates to the vibrant island destination of Cebu, demonstrating both the country’s hospitality excellence and its capacity to facilitate meaningful regional tourism exchanges that strengthen connections across the ASEAN community.
The ASEAN Tourism Forum represents one of Southeast Asia’s most significant annual gatherings for tourism professionals, bringing together National Tourism Organizations, travel trade representatives, media, and industry stakeholders to forge partnerships, share insights, and collectively shape the region’s tourism future.
National Tourism Organization Briefings Take Center Stage
A key highlight of ATF 2026 will be the comprehensive National Tourism Organization briefings, strategically scheduled for January 28 and 29, 2026. These essential sessions will feature detailed updates and presentations from all ASEAN member states, significantly including Timor-Leste, the region’s newest member nation, making its presence felt within the tourism community.
Delegates attending these briefings can expect comprehensive insights into new tourism product developments, emerging destinations that are reshaping regional travel patterns, and strategic initiatives that are actively shaping the future of travel across Southeast Asia. These presentations provide invaluable intelligence for tour operators, destination marketers, and travel professionals seeking to understand evolving opportunities within the dynamic ASEAN tourism landscape.
Comprehensive Programme of Official Functions and Recognition
Beyond the business-focused sessions, ATF 2026 will feature an impressive programme of official functions designed to foster networking, celebrate excellence, and strengthen regional bonds within the tourism community.
The official calendar includes a Hosted Luncheon generously presented by Tourism Malaysia on January 28, 2026, at the elegant Dusit Thani Mactan Cebu Resort, providing delegates an opportunity to experience Malaysian hospitality while building connections in a relaxed yet professional setting.
The prestigious ASEANTA Excellence Awards Night will recognize and celebrate outstanding achievements across various categories of ASEAN tourism, honoring individuals, organizations, and initiatives that have demonstrated exceptional contribution to regional tourism development and excellence in service delivery.
The ATF 2026 Opening Ceremony, hosted by the Tourism Promotions Board Philippines, will officially launch the event with appropriate ceremony and Filipino hospitality, setting the tone for the productive days ahead. Following the event’s conclusion, delegates will receive a preview of next year’s gathering through a Reception and Dinner hosted by the Singapore Tourism Board, welcoming attendees to ATF 2027 and building anticipation for the forum’s continuation.
The event will culminate with the ASEAN Tourism Standard Awards and Closing Ceremony at the impressive NUSTAR Convention Centre, recognizing properties and organizations that have achieved compliance with ASEAN’s rigorous hospitality and service standards while providing formal closure to the forum.
Exceptional Accommodation Options Across Mactan
Recognizing that delegates require convenient, comfortable, and high-quality accommodation during the intensive multi-day event, ATF TRAVEX 2026 has designated four official hotels that provide seamless access to event venues and represent the best of Cebu’s hospitality sector.
The official hotels are Crimson Resort & Spa, Mactan, Cebu, offering luxury beachfront accommodation; Shangri-La Mactan Cebu, representing world-class international hospitality standards; Sheraton Cebu Mactan Resort, providing familiar comfort for international travelers; and The Reef Island Resort Mactan, Cebu, showcasing contemporary island resort experiences.
Additionally, eight partner hotels strategically located across Lapu-Lapu City have agreed to offer special preferential room rates for ATF attendees, ensuring accessibility across various budget levels and accommodation preferences. These valued partner properties include Bluewater Maribago Beach Resort, known for its extensive beachfront and family-friendly amenities; Tambuli Seaside Resort and Spa, offering wellness-focused experiences; Mövenpick Hotel Mactan Island Cebu, bringing Swiss hospitality standards to the Philippines; and JPark Island Resort and Waterpark Mactan, providing entertainment-rich accommodation.
The partner hotel roster continues with Savoy Hotel Mactan, delivering contemporary business hotel comfort; Mercure Hotel Mactan Cebu, part of the trusted Accor family; BE Resort Mactan, offering boutique resort experiences; and Dusit Thani Mactan Cebu, bringing renowned Thai hospitality to Philippine shores.
This diverse range of accommodation options ensures that all delegates, regardless of preferences or budgetary considerations, can find suitable lodging that enhances their ATF experience while enjoying the renowned hospitality that defines Philippine tourism.
Strategic Importance for Philippine Tourism
The Tourism Promotions Board’s leadership recognizes the significant responsibility and opportunity that hosting ATF represents for the Philippines and for Cebu specifically.
“As a key meeting point for the travel industry in Southeast Asia, TRAVEX plays an important role in strengthening partnerships and driving sustainable growth across our interconnected region,” states Maria Margarita Montemayor Nograles, Chief Operating Officer of the Tourism Promotions Board. “Hosting this prestigious event is a responsibility we value highly, and we are deeply committed to creating a dynamic, productive platform that highlights the depth, connectivity, and positive momentum of tourism across ASEAN.”
Her statement reflects the Philippines’ understanding that ATF serves multiple crucial functions: it provides a marketplace for business development, a forum for policy dialogue, a platform for product showcasing, and importantly, a strengthening mechanism for the collaborative spirit that makes ASEAN tourism more resilient and competitive globally.
A Milestone Event for Regional Tourism Collaboration
With its forward-looking theme addressing current challenges and future opportunities, state-of-the-art venue facilities at NUSTAR Convention Centre that can accommodate large-scale gatherings with technical sophistication, and a robust programme encompassing business meetings, networking opportunities, and recognition events, ATF TRAVEX 2026 is positioned to be a key milestone for ASEAN tourism development.
The event reinforces the essential values of collaboration and shared purpose that have characterized ASEAN’s approach to tourism development, values that become increasingly important as the region navigates complex challenges including sustainability imperatives, digital transformation, changing traveler expectations, and the imperative to balance tourism growth with environmental and cultural preservation.
Cebu, with its compelling combination of natural beauty, cultural richness, modern infrastructure, and genuine Filipino hospitality, provides an ideal backdrop for these important conversations and connections. The island destination itself serves as a working demonstration of the Philippines’ tourism product evolution and its capacity to deliver world-class events while maintaining the warmth and authenticity that defines Southeast Asian hospitality.
As delegates from across ASEAN and beyond converge on Cebu in late January, they will not only participate in crucial business exchanges and policy discussions but also experience firsthand the destination that has positioned itself as a gateway to Philippine tourism and a testament to what collaborative regional development can achieve.
ATF TRAVEX 2026 represents more than an annual gathering; it embodies ASEAN’s commitment to tourism as a force for economic development, cultural exchange, and regional integration, with Cebu and the Philippines honored to provide the stage for this important work.
