LAPU-LAPU CITY, CEBU — Cebu is gearing up for a major tourism showcase as the Philippines accelerates preparations for the ASEAN Tourism Forum 2026, an event expected to bring more than 5,000 international delegates to the province and inject fresh momentum into the local economy.
The Department of Tourism, working closely with local governments across Cebu, has intensified coordination efforts ahead of the country’s hosting of the prestigious regional gathering. Speaking during a press briefing organized by the Philippine Information Agency Region VII on January 14, Tourism Secretary Christina Garcia Frasco said the forum comes at a pivotal time for Cebu, which is rebuilding and reinvigorating its tourism sector after a series of calamities last year.
Frasco described the hosting as both symbolic and strategic, sending a strong message that Cebu is ready to welcome the world once more. She emphasized that the event will give ASEAN leaders and stakeholders a platform to shape the future of regional tourism while strengthening people-to-people exchanges across Southeast Asia.
She added that the Philippines’ ASEAN hosting offers a rare opportunity to spotlight not only the country’s destinations but also its cultural depth, heritage, and the globally recognized hospitality of Filipinos, underscoring the whole-of-government approach being carried out with the Cebu Provincial Government and the tri-city governments of Lapu-Lapu, Cebu, and Mandaue.
With preparations now well underway, Cebu is expected to host thousands of delegates, including tourism ministers, senior officials, national tourism organizations, industry leaders, and advocates from across the ASEAN region and beyond. These delegates will take part in a series of ministerial, senior officials, and trade meetings spread throughout the year as part of the Philippines’ ASEAN chairmanship.
The Provincial Government of Cebu has expressed confidence in the province’s readiness, noting that tourism remains a key pillar of the local economy. Provincial Tourism Officer Rowena Lu Montecillo, speaking on behalf of Governor Pamela Baricuatro, said global-scale events such as ATF help elevate Cebu’s standing as a leading tourism hub not only in the Philippines but in Southeast Asia.
Angela Javier, deputy director-general of the ASEAN National Organizing Committee, said the Philippines is set to host more than 600 ASEAN-related meetings in 2026, ranging from working group sessions to senior official and ministerial meetings, capped by a leaders’ summit.
Local governments are also aligning their initiatives to maximize the forum’s impact. Lapu-Lapu City is positioning the event as a catalyst for tourism investments and job generation, with Mayor Ma. Cynthia “Cindi” King-Chan highlighting opportunities to expand international partnerships, stimulate economic activity, and open doors for new employment.
Cebu City, for its part, has formed a dedicated task force focused on the beautification and restoration of key heritage sites such as Magellan’s Cross and Fort San Pedro, which are set to be featured in heritage tours for ASEAN delegates. Mandaue City has likewise created a technical working group and conducted inter-agency meetings to ensure smooth and coordinated preparations.
Security arrangements are also being scaled up. The Police Regional Office Visayas said more than 9,000 police personnel will be deployed to ensure the safe and orderly hosting of ASEAN 2026 events, including the tourism forum. PRO-7 Chief Regional Community Affairs and Development Commission PCOL Kimberly Molitas said security plans are being fine-tuned with the support of the province and the tri-cities to balance visitor safety with the needs of local communities.
Beyond official meetings, the ASEAN Tourism Forum is expected to generate significant business activity through the Travel Exchange, or TRAVEX, the region’s longest-running annual leisure travel trade event. Secretary Frasco said TRAVEX 2026 will host over 2,000 delegates, including both official and private sector participants from 11 ASEAN member states.
The Tourism Promotions Board reported that nearly 600 international buyers have already signified interest in conducting business-to-business meetings with Philippine sellers, including hotels, resorts, tour operators, and transport providers. Frasco noted that the benefits will extend well beyond tourism establishments, creating ripple effects across aviation, agriculture, retail, and the creative industries.
She added that preparations under the DOT-led Committee on Hospitality, Tours, Site Enhancements, and Events have already resulted in the training of more than 10,000 tourism frontliners nationwide, with Cebu among the regions that have undergone extensive capacity-building for transport operators, hospitality workers, and other frontline personnel.
ATF 2026 marks the 45th anniversary of the ASEAN Tourism Forum since its first staging in Malaysia in 1981 and comes nearly a decade after the Philippines last hosted the event in 2016. For Cebu, the forum represents not just a return to the regional spotlight, but a renewed statement of resilience, readiness, and leadership in hosting world-class tourism events.
