CEBU, Philippines — The Philippines officially takes center stage in regional diplomacy as it plays host to the 45th Association of Southeast Asian Nations (ASEAN) Tourism Forum (ATF) 2026, which opens today, Wednesday, January 28, in the historic city of Cebu.
The forum, themed “Navigating Our Future, Together,” marks a major milestone for the country’s ASEAN chairmanship this year. Tourism Secretary Christina Garcia Frasco emphasized that the event is a strategic statement of the Philippines’ commitment to a “forward-looking” regional tourism agenda.
Key Highlights of ATF 2026
- The Venue: The opening ceremony will be held at the Mactan Shrine, a site of immense historical significance.
- Economic Impact: The summit is expected to draw approximately 5,000 international guests, including tourism ministers, policy experts, and industry leaders from across Southeast Asia and dialogue partners like China, Japan, South Korea, and the United States.
- Travex 2026: Running from January 28 to 30 at the Mactan Expo, this flagship business-to-business platform will connect over 700 international buyers and sellers, facilitating high-level trade exchange.
- Policy and Planning: The forum will see the official launch of the ASEAN Tourism Sectoral Plan 2026-2030, a roadmap for sustainable and inclusive growth in the region.
Strategic Goals For the Department of Tourism (DOT), hosting ATF 2026 is part of a broader vision to:
- Regional Dispersion: Selecting Cebu highlights the administration’s push to promote growth beyond Metro Manila and showcase the diverse capabilities of Philippine regions.
- Job Creation: The influx of delegates is expected to stimulate local enterprises, from hospitality to transport, providing a direct boost to the Cebuano economy.
- Cultural Showcase: Delegates will participate in curated experiences such as “Paglantaw” (Old Cebu heritage tour) and “Bagani” (Lapu-Lapu City cultural tour) to experience Filipino creativity and history firsthand.
Dialogue and Cooperation Beyond the main events, bilateral meetings on the sidelines will focus on emerging trends such as digital transformation, resilience in the wake of global challenges, and green tourism practices. Dialogue partners including Russia, Australia, and India are also participating to strengthen inter-regional ties.
This marks the first time the Philippines has hosted the ATF since 2016. As the curtains rise at the Mactan Shrine, the country reinforces its position as a leading destination and a pivotal voice in shaping the future of Southeast Asian travel.