Cebu is preparing to welcome delegates from across Southeast Asia as it hosts the 45th ASEAN Tourism Forum (ATF) from 28–30 January 2026, an event the Philippine government describes as a landmark moment during the country’s ASEAN chairmanship under President Ferdinand R. Marcos Jr.
Carrying the theme “Navigating Our Tourism Future, Together,” the forum places the Philippines at the centre of regional efforts to guide tourism recovery, integration and long-term development across the Association of Southeast Asian Nations. The Department of Tourism (DOT), which leads the organisation of the forum, considers ATF 2026 one of the earliest major sectoral gatherings of the chairmanship year and a catalyst for a full calendar of ASEAN meetings that will draw sustained global attention and business activity to the country.
Tourism ministers, senior officials from National Tourism Organizations, and private-sector leaders from all ASEAN member states are expected to attend. The programme includes ministerial consultations, technical working group sessions, policy dialogues and industry engagements designed to strengthen cooperation and align tourism priorities within the region.
Tourism Secretary Christina Garcia Frasco said the event represents both economic opportunity and strategic leadership for the Philippines. According to her, the forum supports the administration’s broader development agenda by generating employment, encouraging investment and empowering local enterprises, while demonstrating the country’s capacity to convene regional partners and shape the direction of ASEAN tourism.
The selection of Cebu as host city also reflects a policy to spread tourism growth beyond the capital region. Around 5,000 participants from around the world are expected to travel to the island province, creating direct benefits for hotels, transport operators, small businesses, artisans and tour companies. The government views the gathering as an example of inclusive development in which international engagement produces tangible gains for communities on the ground.
Participation will extend beyond Southeast Asia. Dialogue partners and stakeholders from China, Japan, South Korea, India, Russia, Australia and the United States-ASEAN Business Council are expected to join the forum, broadening prospects for air connectivity, market access and collaborative tourism initiatives.
The official opening ceremony will take place on 28 January at the historic Mactan Shrine in Lapu-Lapu City. A day later, the ASEAN Tourism Ministerial Meeting and the ASEAN Tourism Conference will convene policymakers and experts to discuss emerging travel trends, resilience strategies, sustainability practices and the role of digital transformation in the industry.
One of the most significant outcomes of the gathering will be the unveiling of the ASEAN Tourism Sectoral Plan (ATSP) 2026–2030. Developed with the Philippines as lead country coordinator, the plan sets out a shared regional roadmap for sustainable, inclusive and competitive tourism development over the next five years. Bilateral meetings held on the sidelines are also expected to produce practical cooperation initiatives between ASEAN members and partner countries.
Alongside policy discussions, the Tourism Promotions Board Philippines will organise TRAVEX 2026, the region’s flagship tourism trade exchange and its largest business-to-business marketplace. Scheduled at the Mactan Expo from 28–30 January, the event is expected to gather more than 700 international buyers, sellers and tourism decision-makers to negotiate partnerships and travel products.
The forum marks the Philippines’ return as host nearly a decade after it last staged ATF in 2016. Officials see the event as reaffirming the country’s role as a reliable partner within ASEAN while reinforcing tourism’s contribution to economic growth and community welfare.
Delegates will also experience the nation’s heritage through curated cultural programmes, including the “Paglantaw” heritage walk in Old Cebu and the “Bagani” cultural tour in Lapu-Lapu City. Additional guided trips to destinations around the country aim to encourage future travel and strengthen awareness of the Philippines’ diverse tourism offerings.
Through ATF 2026, the Philippines hopes to advance regional solidarity while promoting a tourism sector that supports livelihoods, strengthens communities and ensures sustainable growth for future generations.
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Cebu to Host ASEAN Tourism Forum 2026
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