Christina Frasco
In a significant milestone for Philippine tourism, the Philippines, represented by tourism secretary Christina Garcia Frasco, formally accepted the chairmanship of the ASEAN Tourism Forum (ATF) 2026 during a ceremonial handover held at the Johor International Convention Center on January 20, 2025.
The symbolic gavel was handed over to Frasco by Dato Sri Tiong King Sing, the Malaysian Minister of Tourism, Arts, and Culture, marking the Philippines’ commitment to hosting this prestigious event.
“As the Philippines takes on the Chairmanship of ASEAN 2026, I invite you to join us in the Philippines for the 29th ASEAN Tourism Ministers’ Meeting in Cebu on January 2026. It will be an opportunity to discuss policies and to witness firsthand the immense potential for sustainable tourism growth in the region,” Frasco said.
The ATF is set to include the highly anticipated ASEAN Tourism Ministers’ Meeting, which will convene in the province of Cebu in January 2026.
Meanwhile, the preparatory meetings leading to the most prestigious gathering in ASEAN will be held in Manila and Boracay.
Frasco highlighted the warmth and hospitality of the Filipino people, along with the rich culture and stunning natural beauty that Cebu has to offer.
The secretary emphasized that “Cebu is a hallmark of unity — evincing what can happen when communities, businesses, and governments come together to create a tourism model that is both profitable and responsible.”
“The Philippines, with its spirit of hospitality and a 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.
In addition to the ASEAN meetings, the Philippines will host a TRAVEX trade show and various conferences as part of ATF 2026.
The Philippines’ upcoming hosting of the ATF follows the country’s successful mounting of the 36th UN Tourism Joint Commission Meeting for the Asia Pacific and South Asia and the inaugural UN Tourism Regional Forum on Gastronomy Tourism.
Philippines as vice chair
As the lead country coordinator for developing the ASEAN Tourism Sectoral Plan (ATSP) Post-2025, Secretary Frasco presented updates and recommendations to fellow ministers to foster a tourism sector that drives equitable and sustainable economic growth for all.
“The ATSP envisions a tourism landscape that not only stimulates economic progress but does so in an equitable and sustainable manner. Our focus extends beyond quantity to quality – prioritizing convenience and safety in tourism, promoting longer stays and increased spending while safeguarding our natural resources and honoring our heritage and culture,” said Frasco.
She also emphasized the Philippines’ commitment to work 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 Tourism chief of the Philippines also called ASEAN a “family.” “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.”