The Philippines is gearing up to host the 45th ASEAN Tourism Forum (ATF) in Mactan, Cebu, bringing together the region’s travel industry leaders for a landmark event running from January 27 to February 4, 2026. This gathering will unite ASEAN Tourism Ministers, National Tourism Organizations, government officials, trade exhibitors, international buyers, and media representatives in showcasing Southeast Asia as a cohesive tourism destination.
At the heart of the forum lies ATF TRAVEX 2026, the event’s critical trade component designed to spotlight the region’s diverse tourism landscape. Representatives from all ASEAN member states will participate in this three-day marketplace, scheduled for January 28-30, creating opportunities for meaningful connections between exhibitors and international buyers. The program emphasizes structured networking, with participants able to schedule 32 one-to-one business meetings before even arriving in Mactan, maximizing productivity and engagement.
Delegates attending the forum will have extensive opportunities to experience the Philippines firsthand through carefully curated touring programs. Five pre-show tours and eight post-show tours will guide visitors through the country’s remarkable attractions, from crystal-clear waters and tropical island getaways to rich cultural landmarks and historical treasures. These immersive experiences aim to demonstrate why the Philippines remains a compelling destination within the ASEAN tourism portfolio.
TTG Asia Media has been appointed as the official TRAVEX Secretariat, bringing its proven expertise in managing successful business events to ATF Philippines. The company’s involvement underscores the professional caliber and organizational standards expected at this premier regional gathering.
The host nation has planned several social events to complement the business agenda, ensuring delegates experience authentic Filipino hospitality. These include an Opening Ceremony, Welcome Reception and Dinner, and Closing Ceremony, all designed to foster cultural appreciation and strengthen relationships among participants.
Beyond commercial activities, ATF 2026 will host the ASEAN Tourism Conference, providing a forum for regional and international specialists to examine current industry trends, address shared challenges, and explore emerging opportunities. This conference component serves as a crucial platform for enhancing collaboration between government bodies and private sector players while promoting innovative, sustainable tourism practices across the region.
Darren Ng, Managing Director of TTG Asia Media, expressed enthusiasm about the upcoming event, noting that ATF TRAVEX remains essential for fostering partnerships and stimulating economic growth throughout ASEAN. He emphasized his organization’s commitment to delivering an exceptional experience that captures the collaborative spirit defining ASEAN tourism.
With preparations advancing steadily, ATF 2026 in Mactan promises to deliver a dynamic blend of business development, cultural exchange, and strategic dialogue. The event represents more than a trade show – it embodies ASEAN’s collective vision for tourism excellence and regional cooperation, positioning Southeast Asia for continued success in the global travel marketplace
