The Department of Tourism officially launched the 45th Association of Southeast Asian Nations (ASEAN) Tourism Forum (ATF) 2026 on Tuesday, signaling a major push for economic and investment integration under the country’s regional chairship.
The forum, themed Navigating Our Tourism Future, Together, positions the Philippines as a primary architect of the region’s long-term travel strategy.
As a cornerstone of the administration’s economic agenda, the event is expected to draw approximately 5,000 international guests, including tourism ministers, senior officials from National Tourism Organizations, and industry leaders.
Tourism Secretary Christina Garcia Frasco stated that hosting the event in Cebu is a deliberate move to disperse the benefits of global tourism beyond the capital.
The summit is projected to provide immediate economic stimulus to local hotels, transport providers, and small-scale enterprises.
A major highlight of the week is the launch of the ASEAN Tourism Sectoral Plan (ATSP) 2026-2030.
This roadmap, spearheaded by the Philippines, will outline the collective vision for a sustainable and digitally-driven tourism industry across the regional bloc.
The forum also features TRAVEX 2026, the region’s largest business-to-business travel exchange.
Held at the Mactan Expo from January 28 to 30, the trade show will connect over 700 international buyers and sellers to forge new partnerships.
Beyond ASEAN member states, dialogue partners from China, Japan, South Korea, India, Russia, Australia, and the United States are participating to enhance cross-border collaboration.
Official ceremonies begin on January 28 at the Mactan Shrine, followed by the ASEAN Tourism Ministerial Meeting and the ASEAN Tourism Conference on January 29.
These sessions will focus on policy discussions regarding resilience, sustainability, and the integration of emerging technologies in the travel sector.
This marks the Philippines’ first time hosting the ATF in a decade, following its last turn as host in 2016.
To showcase local heritage, the Department of Tourism has organized curated cultural experiences for delegates, including tours of Old Cebu and Lapu-Lapu City.