As host nation of ATF 2026, the Philippines is preparing to welcome hundreds of tourism leaders to Cebu, demonstrating both the country’s celebrated hospitality and its readiness to facilitate meaningful regional cooperation within ASEAN.
The ASEAN Tourism Forum (ATF) remains one of Southeast Asia’s most influential annual platforms for tourism professionals, uniting National Tourism Organizations, travel trade, media, and industry stakeholders to build partnerships, exchange market intelligence, and shape the region’s tourism agenda.
Among the key highlights of ATF 2026 are the National Tourism Organization briefings scheduled for 28-29 January 2026. These sessions will deliver in-depth updates from all ASEAN member states, including Timor-Leste in its newest role within the regional tourism community.
Delegates can expect comprehensive insights into product innovations, emerging destinations, and strategic initiatives reshaping travel trends across Southeast Asia-crucial information for tour operators, marketers, and policy shapers navigating an increasingly competitive tourism landscape.
Beyond commercial discussions, ATF 2026 presents a robust calendar of official functions designed to cultivate regional relationships and celebrate industry achievements.
Highlights include a Hosted Luncheon by Tourism Malaysia at Dusit Thani Mactan Cebu Resort on 28 January; the prestigious ASEANTA Excellence Awards Night honoring outstanding contributions to ASEAN tourism; and the ATF Opening Ceremony hosted by the Tourism Promotions Board Philippines, which will formally inaugurate the forum with Filipino hospitality and ceremony.
The Singapore Tourism Board will offer a preview of next year’s gathering through a Reception and Dinner introducing ATF 2027, while the ASEAN Tourism Standard Awards and Closing Ceremony at the state-of-the-art NUSTAR Convention Centre will recognize exemplary compliance with ASEAN hospitality standards and conclude the event.
To ensure a seamless experience for attendees, ATF TRAVEX 2026 has designated four official hotels: Crimson Resort & Spa Mactan; Shangri-La Mactan Cebu; Sheraton Cebu Mactan Resort; and The Reef Island Resort Mactan. Together, they showcase Mactan’s luxury hospitality portfolio and offer convenient access to event venues.
Eight partner hotels across Lapu-Lapu City will additionally extend preferential rates for delegates, including Bluewater Maribago Beach Resort, Tambuli Seaside Resort and Spa, Mövenpick Hotel Mactan Island Cebu, JPark Island Resort and Waterpark Mactan, Savoy Hotel Mactan, Mercure Hotel Mactan Cebu, BE Resort Mactan, and Dusit Thani Mactan Cebu-ensuring options across varied price points and experience styles.
For Philippine tourism leaders, hosting ATF carries both responsibility and opportunity. “As a key meeting point for Southeast Asia’s travel industry, TRAVEX strengthens partnerships and drives sustainable growth across our interconnected region,” says Tourism Promotions Board COO Maria Margarita Montemayor Nograles. “We are deeply committed to providing a dynamic platform that reflects the depth, resilience, and momentum of ASEAN tourism.”
ATF serves multiple functions at once-marketplace, policy forum, product showcase, and collaboration mechanism-underscoring its importance in shaping a more competitive and unified regional tourism landscape.
With forward-looking themes, advanced facilities at NUSTAR Convention Centre, and a programme spanning business, networking, and recognition events, ATF TRAVEX 2026 is poised to mark a significant milestone for ASEAN tourism.
The forum reinforces ASEAN’s longstanding values of cooperation, shared purpose, and regional integration—essential as the industry navigates sustainability demands, digital transformation, evolving traveler expectations, and the balance between tourism growth and cultural and environmental stewardship.
Cebu’s blend of natural beauty, cultural heritage, modern infrastructure, and warm Filipino hospitality provides an ideal setting for these conversations, while showcasing the Philippines’ evolving tourism proposition.
More than an annual gathering, ATF TRAVEX 2026 reflects ASEAN’s collective belief in tourism as a catalyst for economic development, cultural exchange, and regional cohesion- with Cebu honored to serve as the stage for this collaborative endeavor.
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