In a significant moment for the Philippine tourism sector, the Philippines, represented by Secretary of Tourism Christina Garcia Frasco, formally accepted the responsibility of chairing the ASEAN Tourism Forum (ATF) 2026. This ceremonial handover took place at the Johor International Convention Center, where Dato Sri Tiong King Sing, Malaysian Minister of Tourism, Arts and Culture, passed the symbolic gavel to Secretary Frasco, solidifying the Philippines’ commitment to host this prestigious event.
The ATF is slated to feature the highly anticipated ASEAN Tourism Ministers’ Meeting, which will convene in the province of Cebu in January 2026. Prior to this, preparatory meetings for this significant gathering in ASEAN will be held in Manila and Boracay.
“As the Philippines assume the Chairmanship of ASEAN 2026, I invite you to join us in the Philippines for the 29th ASEAN Tourism Ministers’ Meeting in Cebu in January 2026. It will be an opportunity not just to discuss policies, but to witness firsthand the immense potential for sustainable tourism growth in the region,” stated Secretary Frasco. She highlighted the warmth and hospitality of the Filipino people, alongside the rich culture and stunning natural beauty that Cebu offers.
Secretary Frasco emphasized that “Cebu is a hallmark of unity – demonstrating what can happen when communities, businesses, and governments collaborate to create a tourism model that is both profitable and responsible.”
“The Philippines, with its spirit of hospitality and deep sense of community, stands ready to open its pristine shores to all of you, where we will write a new chapter of the ASEAN story: a legacy of unity, sustainability, and prosperity for all,” she added.
Beyond the ASEAN meetings, the Philippines will also host a TRAVEX trade show and various conferences as part of the ATF 2026. This upcoming hosting follows the Philippines’ successful organization of the 36th UN Tourism Joint Commission Meeting for Asia Pacific and South Asia, as well as the inaugural UN Tourism Regional Forum on Gastronomy Tourism.
Philippines Takes on Vice Chair Role
During her participation in the ASEAN Tourism Forum 2025, Secretary Frasco also served as vice chair at the 28th ASEAN Tourism Ministers’ Meeting. This meeting saw the attendance of tourism ministers from ASEAN member states, including Malaysia, Indonesia, Brunei, Singapore, Thailand, Cambodia, Timor Leste, and Vietnam, along with representatives from Russia, Japan, India, and South Korea.
As the lead country coordinator for developing the ASEAN Tourism Sectorial Plan (ATSP) Post-2025, Secretary Frasco presented updates and recommendations to her fellow ministers. These recommendations aimed to foster a tourism sector that promotes equitable and sustainable economic growth for all.
“The ATSP envisions a tourism landscape that not only stimulates economic progress but does so in a manner that is equitable and sustainable. Our focus extends beyond quantity to quality – prioritizing convenience and safety in tourism, promoting longer stays and increased spending, all while safeguarding our natural resources and honoring our heritage and culture,” explained Secretary Frasco.
She further underscored the Philippines’ commitment to collaborate with its ASEAN neighbors to build a sustainable tourism industry, where “tourism is not only about counting visitors but measuring their spending, contributions, and impact upon our communities, driven by the primordial principle of preserving the unique cultures and ecosystems that make the ASEAN a truly special place to visit.”
The Philippine Tourism Chief affectionately referred to ASEAN as a “family.” She concluded by stating, “United by a shared vision for the mutual prosperity of our nations, we perpetuate the notion that tourism is a force for good: transforming lives, sustaining livelihoods, forging friendships, creating memories etched in the hearts of all who come upon our streets and shores.”
Dato Sri Tiong King Sing, Malaysian Minister of Tourism, Arts and Culture hands over the symbolic gavel to Philippine Tourism Secretary Christina Garcia Frasco for the chairmanship and hosting of the ASEAN Tourism Forum (ATF) in 2026 during the closing ceremony of the ASEAN Tourism Forum in Johor Bahru, Malaysia, 20 January 2025.
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