CEBU, Philippines — The Philippines officially commenced its hosting of the 45th Association of Southeast Asian Nations (ASEAN) Tourism Forum (ATF) 2026 on Tuesday, marking a major milestone in the country’s regional leadership and economic strategy.
Centering on the theme “Navigating Our Tourism Future, Together,” the forum serves as a primary pillar of the Philippines’ 2026 ASEAN Chairship. The Department of Tourism (DOT) expects the event to drive significant investment and international visitor traffic, positioning the country at the forefront of Southeast Asian travel policy.
Cebu as a Strategic Hub
While many major summits are held in the capital, the decision to host ATF 2026 in Cebu highlights a national effort to distribute tourism growth across the regions.
“By hosting ATF 2026 in Cebu, we are bringing the benefits of global tourism engagement directly to our local communities,” said Tourism Secretary Christina Garcia Frasco. She noted that the event is expected to draw approximately 5,000 guests, providing a direct boost to local hotels, transport services, and small businesses.
Key Events and Regional Policy
The forum includes a series of high-level meetings and business exchanges. The Opening Ceremony is scheduled for January 28 at the historic Mactan Shrine, emphasizing the country’s heritage. Ministerial Meetings are on January 29, tourism ministers and senior officials will address resilience, digital transformation, and the launch of the ASEAN Tourism Sectoral Plan (ATSP) 2026-2030.
The TRAVEX 2026, the forum’s flagship trade exchange, will be held at the Mactan Expo from January 28 to 30, and will connect more than 700 international buyers and sellers to facilitate business deals across the region.
Global Collaboration
The forum extends beyond the 10 ASEAN member states, inviting dialogue partners from China, Japan, South Korea, India, Russia, Australia, and the USA-ASEAN Business Council. These partnerships aim to improve air connectivity and cross-border collaboration to keep the region competitive in the global market.
The hosting marks the Philippines’ return as an ATF host for the first time since 2016. To conclude the event, delegates will participate in curated cultural tours, such as ‘Paglantaw’ in Old Cebu and ‘Bagani’ in Lapu-Lapu City, showcasing the province’s readiness for high-level international tourism.
