Department of Tourism Secretary Christina Garcia Frasco and other panelists take part in a press conference organized by the Philippine Information Agency Region 7 on Jan. 14 in Lapu-Lapu City on preparations for the ASEAN Tourism Forum 2026 in Cebu. (JAT/PIA7 Cebu)
LAPU-LAPU CITY, Cebu — The Cebu provincial government, together with the local governments of Cebu City, Mandaue City, and Lapu-Lapu City, has stepped up coordination efforts to ensure smooth traffic flow, tight security, and compelling tourism offerings for the ASEAN Tourism Forum (ATF) 2026, set for January 27 to 30.
Tourism officials said preparations now cover a wide range of operational and programmatic concerns, including traffic management, security deployment, road repairs and clearing, cultural performances, heritage tours, and curated exhibits designed to showcase Cebu to international delegates.
During a press conference organized by Philippine Information Agency Region 7 on January 14, the Cebu Provincial Government said it has been holding regular coordination meetings with local government units and national agencies to synchronize plans and responsibilities. These meetings have included a series of dry runs to test the readiness of roads and key routes that will be used by ATF delegates.
Cebu Provincial Tourism Office head Rowena Lu Montecillo said these dry runs are critical to identifying bottlenecks and ensuring that all destinations included in itineraries endorsed by the Department of Tourism are ready ahead of the event.
In Cebu City, Mayor Nestor Archival has created a dedicated task force to oversee ATF preparations, with the city tourism office taking the lead. City Tourism Officer Anne Marie Vestil said Cebu City will focus on heritage-driven experiences, offering tours that highlight “Old Cebu” and its historic landmarks, complemented by cultural shows, exhibits, and themed tour packages. The city government is also undertaking beautification and restoration works on key heritage sites to enhance their appeal to foreign visitors.
Lapu-Lapu City, one of the main venues for ATF 2026, began its preparations as early as June 2025 with the formation of a local committee dedicated to ASEAN-related activities. Lapu-Lapu City Tourism Office head Garry Lao said the city views the forum as a strategic opportunity to strengthen its tourism industry, attract new investments, and generate employment.
As part of its operational plans, Lapu-Lapu City will issue traffic advisories, deploy clearly identifiable traffic personnel, and implement traffic management measures along delegate routes. The city is also coordinating with tourism stakeholders and partner agencies to enhance visitor experiences, while undertaking repairs of damaged center islands, fixing streetlights along major routes, and mobilizing barangay officials for road cleaning and general beautification.
Meanwhile, Mandaue City has directed its tourism office to spearhead preparations, focusing on route assessments, road clearing, repairs, and the deployment of additional personnel. Mandaue Investment Promotion and Tourism Office head Christian Cabahug said the city has already conducted run-throughs of possible delegation routes, identified problem areas, and rolled out improvement and clearing works. Regular traffic advisories are also being issued to keep the public informed.
Across the tri-cities, local governments are also implementing complementary measures such as declogging drainage systems, cleaning waterways, and closely coordinating with emergency and disaster response teams to ensure full operational readiness throughout the four-day event.
The ASEAN Tourism Forum is an annual gathering of tourism ministers and senior officials from ASEAN member states. ATF 2026 will feature the ASEAN Tourism Ministers’ Meeting, the TRAVEX trade exhibition, and a series of conferences and business-to-business meetings aimed at strengthening regional tourism cooperation and driving economic growth.
The Department of Tourism estimates that around 2,000 delegates will attend ATF 2026. The agency said the event is expected to generate benefits beyond tourism, creating spillover gains for agriculture, retail, and creative industries, while positioning Cebu as a unified and diversified tourism destination within the ASEAN region.