CEBU CITY, PHILIPPINES — The Philippines is now at the forefront of significant economic, tourism, and investment boosts as it hosts the 45th Association of Southeast Asian Nations (ASEAN) Tourism Forum (ATF) 2026, which officially opens today in Lapu-Lapu City, Cebu – marking the country’s return as forum host nearly a decade after organizing the event in 2016.
The event is being hailed as a major milestone under the administration of President Ferdinand Marcos Jr. and is called a key pillar of the country’s ASEAN chairmanship this year.
With the theme “Navigating Our Tourism Future Together,” ATF 2026 positions the Philippines at the center of shaping Southeast Asia’s tourism trajectory, regional integration, and long-term growth.
First Lady Liza Marcos is expected to grace the opening ceremony today.
As the lead agency for the forum, the Department of Tourism (DOT) highlighted that ATF 2026 is among the first major sectoral events of the Philippines’ chairship and will anchor a full calendar of ASEAN-related meetings throughout 2026.
The event is expected to bring sustained international attention, increased visitor traffic, and expanded business activity to the country.
The forum will convene tourism ministers, senior officials from National Tourism Organizations (NTOs), and industry leaders from across Southeast Asia for ministerial meetings, working group sessions, policy discussions, and industry engagements essential to ASEAN tourism cooperation.
“Hosting the ASEAN Tourism Forum 2026 is both an economic opportunity and a strategic statement of the Philippines’ commitment to advancing a cooperative, forward-looking ASEAN tourism agenda with tangible benefits across our communities,” said Tourism Secretary Christina Garcia Frasco in a statement.
Secretary Frasco said that under the administration’s vision of economic development driven by tourism, this forum allows the country to showcase its readiness to lead, convene, and deliver on the regional stage.
She added that Cebu’s selection as host destination reflects a commitment to dispersing tourism growth beyond Metro Manila and accelerating development in the regions.
The summit is expected to draw some 5,000 guests from around the world.
Beyond ASEAN member states, dialogue partners and stakeholders from China, Japan, South Korea, India, Russia, Australia, and the United States–ASEAN Business Council are expected to participate, further expanding opportunities for market access, air connectivity, and cross-border collaboration.
“The Philippines is using its ASEAN Chairship to strengthen cooperation beyond borders,” Secretary Frasco said. “Through ATF 2026, we are deepening partnerships, encouraging innovation, and opening new pathways for investment and sustainable tourism, ensuring that ASEAN remains competitive in a rapidly evolving global travel landscape.”
The forum’s opening ceremony will be held at Mactan Shrine, one of Cebu’s significant historical landmarks, while key activities tomorrow will include the ASEAN Tourism Ministerial Meeting and the ASEAN Tourism Conference.
These platforms will accordingly allow policymakers and industry experts to address emerging trends, resilience, sustainability, and digital transformation in tourism.
ATF 2026 will also witness the launch of the ASEAN Tourism Sectoral Plan (ATSP) 2026–2030, spearheaded by the Philippines as Lead Country Coordinator. The plan outlines the region’s collective vision and strategies for building a sustainable and inclusive tourism industry over the next five years.
Bilateral meetings on the sidelines of the forum are expected to advance cooperation between ASEAN and its dialogue partners across both public and private sectors, which is expected to foster initiatives that support long-term tourism development.
The Tourism Promotions Board (TPB) Philippines, the DOT’s marketing arm, will also lead TRAVEX 2026, ASEAN’s flagship tourism trade exchange and the region’s largest business-to-business platform.
Scheduled from January 28 to 30 at Mactan Expo, TRAVEX 2026 will bring together more than 700 international buyers, sellers, and decision-makers.
Cultural showcases and curated experiences will also allow delegates to experience Philippine heritage and creativity firsthand. Among these are “Paglantaw”, a heritage tour of Old Cebu, and “Bagani,” a cultural tour of Lapu-Lapu City.
Guided tours to key destinations nationwide have also been organized to promote broader destination awareness and encourage future travel.
As the Philippines takes center stage in the ASEAN tourism landscape, ATF 2026 is said to bring tangible benefits to local communities, boost regional cooperation, and highlight the country’s readiness to lead and innovate in the global tourism arena.
Meanwhile, yesterday, tourism officials from ASEAN member states, together with representatives from China, Japan, and the Republic of Korea, convened for the 48th Meeting of the ASEAN Plus Three NTOs, a key activity under ASEAN Philippines 2026.
The meeting was chaired by DOT Undersecretary Verna Emeralda Buensuceso and attended by senior tourism officials from all eleven ASEAN member states, as well as delegates from the three dialogue partners.
In her opening remarks, Buensuceso underscored the importance of ASEAN’s partnership with China, Japan, and the Republic of Korea, describing it as “more than a collaboration” and a vital alliance that highlights tourism’s role in fostering unity, mutual understanding, and shared prosperity.
Buensuceso also noted that the cooperation has strengthened people-to-people ties across the region.
She cited the significant contribution of the three countries to ASEAN tourism, with more than 20 million visitors from China, over 3 million from Japan, and more than 9 million from the Republic of Korea recorded in 2024 alone.
Buensuceso added that ASEAN continues to see sustained growth from these markets in 2025, reinforcing tourism as one of the region’s most dynamic economic sectors.
Buensuceso also emphasized the role of the ASEAN Plus Three Tourism Cooperation Working Group, as well as the ASEAN-China Center, ASEAN-Japan Center, and ASEAN-Korea Center, in advancing dialogue, collaboration, and shared tourism objectives.
“As we reflect on our achievements, we are called to envision a future where our tourism sectors are competitive, resilient, inclusive, and sustainable,” she said, urging member states to strengthen partnerships, promote cultural exchange, and foster innovation in tourism experiences.
Hironobu Nara, Deputy Commissioner of the Japan Tourism Agency under the Ministry of Land, Infrastructure, Transport and Tourism, on the other hand, expressed appreciation to ASEAN and the host country for organizing the meeting, saying he was honored to serve as co-chair.
At the outset of his remarks, Nara extended condolences to communities affected by recent floods and earthquakes in several ASEAN countries, offering prayers for the victims and the swift recovery of affected areas.
“Japan remains committed to working closely with ASEAN Member States to further promote tourism through active exchanges and sustained collaboration,” Nara said, expressing optimism for productive discussions during the meeting.
The ASEAN Plus Three NTO meeting serves as a platform to strengthen regional tourism cooperation and advance initiatives aimed at sustainable and inclusive tourism growth across the region.
| Written by Mitchelle Palaubsanon
