January 28, 2026 | 12:00am
CEBU, Philippines — The Philippines stands to gain significant economic, tourism and investment benefits as it hosts the 45th Association of Southeast Asian Nations (ASEAN) Tourism Forum 2026.
The Department of Tourism (DOT) cited the event as a major milestone under the administration of President Marcos.
It said the hosting of ATF 2026 forms a key pillar of the country’s ASEAN chairship this year, with the theme “Navigating Our Future, Together,” and positions the Philippines at the forefront of shaping the region’s tourism trajectory, integration and long-term growth.
As the lead agency for ATF 2026, the DOT noted that the forum is among the first major sectoral events of the Philippines’ chairship and will anchor a full calendar of ASEAN-related meetings throughout the year, bringing sustained international attention, visitor traffic and business activity to the country.
The forum will convene tourism ministers, senior officials of national tourism organizations (NTOs) and industry leaders from across Southeast Asia for high-level ministerial meetings, working group sessions, policy discussions and industry engagements central to ASEAN tourism cooperation.
“Hosting the ASEAN Tourism Forum 2026 is both an economic opportunity and a strategic statement of the Philippines’ commitment to advancing a cooperative, forward-looking ASEAN tourism agenda with tangible benefits across our communities,” said Tourism Secretary Christina Garcia Frasco. “Under the Marcos administration’s vision of economic development driven by tourism, this forum allows the Philippines to generate jobs, stimulate local enterprises and attract investments, while showcasing our readiness to lead, convene and deliver on the regional stage.”
Frasco emphasized that Cebu’s selection as host destination highlights the administration’s commitment to dispersing tourism growth beyond Metro Manila and accelerating development in the regions. In Cebu alone, the summit is expected to draw some 5,000 guests from all over the world.
“By hosting ATF 2026 in Cebu, we are bringing the benefits of global tourism engagement directly to our local communities – from hotels and transport providers to MSMEs, artisans and tour operators. This is tourism growth that is felt on the ground, consistent with our thrust for inclusive and people-centered development,” she added.
Beyond ASEAN member-states, dialogue partners and stakeholders from China, Japan, South Korea, India, Russia, Australia and the United States-ASEAN Business Council are expected to participate, further expanding opportunities for market access, air connectivity and cross-border collaboration.
“The Philippines is using its ASEAN Chairship to strengthen cooperation beyond borders,” Frasco said. “Through ATF 2026, we are deepening partnerships, encouraging innovation and opening new pathways for investment and sustainable tourism, ensuring that ASEAN remains competitive in a rapidly evolving global travel landscape.”
The opening ceremony will take place today at Mactan Shrine, one of the important historical sites in Cebu.
Among the highlights of ATF 2026 are the ASEAN Tourism Ministerial Meeting and the ASEAN Tourism Conference on Jan. 29, which will serve as platforms for policymakers and experts to address emerging trends, resilience, sustainability and digital transformation in tourism.
The ATF will also witness the launch of the ASEAN Tourism Sectoral Plan (ATSP) 2026-2030, marking the region’s renewed commitment towards tourism cooperation and development.
Spearheaded by the Philippines as Lead Country Coordinator, the ATSP 2026-2030 outlines the region’s collective vision and plans for a sustainable and inclusive tourism industry.
Bilateral meetings held on the sidelines of the forum are expected to advance cooperation between ASEAN and its dialogue partners across both public and private sectors, fostering practical initiatives that support long-term tourism development.
Meanwhile, the DOT’s marketing arm, the Tourism Promotions Board (TPB), will lead TRAVEX 2026, ASEAN’s flagship tourism trade exchange and the region’s largest business-to-business platform. Scheduled from Jan. 28 to 30 at the Mactan Expo, TRAVEX 2026 is expected to bring together over 700 international buyers, sellers and decision-makers.
The hosting of ATF 2026 marks the Philippines’ return as host nearly a decade after staging the forum in 2016.
“Through ATF 2026, the Philippines is reaffirming its role as a trusted partner and leader in ASEAN tourism,” Frasco said. “This forum advances our national tourism goals, strengthens regional solidarity and ensures that tourism continues to uplift lives, empower communities and drive sustainable growth for generations of Filipinos.”
Meanwhile, cultural showcases and curated experiences will allow delegates to experience Philippine heritage and creativity firsthand, including “Paglantaw,” a heritage tour of Old Cebu, and “Bagani,” a cultural tour of Lapu-Lapu City.
The DOT has also organized guided tours to key destinations nationwide to promote broader destination awareness and future travel.
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