Manila: The Philippines is set to host the Association of Southeast Asian Nations (ASEAN) Tourism Forum (ATF) in 2026, with events scheduled in Cebu, Manila, and Boracay. This significant event is an annual gathering of Southeast Asian tourism ministers.
According to Philippines News Agency, Tourism Secretary Christina Frasco formally accepted the chairmanship of the ATF 2026 during a ceremonial handover at the Johor International Convention Center. The event occurred on January 20, and the Department of Tourism (DOT) released the news in a statement on Tuesday. Frasco extended an invitation to participate in the 29th ASEAN Tourism Ministers' Meeting in Cebu in January 2026, emphasizing the opportunity to discuss policies and explore sustainable tourism growth in the region.
The ATF 2026 will feature the ASEAN Tourism Ministers' Meeting in Cebu, with preparatory meetings planned for Manila and Boracay. During the handover ceremony, the symbolic gavel was passed to Frasco by Malaysian Minister of Tourism, Arts and Culture Dato Sri Tiong King Sing.
Frasco underscored the warm hospitality of the Filipino people and the cultural and natural attractions of Cebu. She described Cebu as a symbol of unity, showcasing the potential for communities, businesses, and governments to collaborate on a profitable and responsible tourism model.
In addition to the ASEAN meetings, the Philippines will host a TRAVEX trade show and several conferences as part of ATF 2026. This hosting follows the successful staging 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.
Frasco, who served as vice chair at the 28th ASEAN Tourism Ministers' Meeting during ATF 2025, presented updates and recommendations on the ASEAN Tourism Sectoral Plan (ATSP) Post-2025. The ATSP aims to foster a tourism sector that promotes equitable and sustainable economic growth.
The Philippines remains committed to building a sustainable tourism industry in the region, focusing on quality and safety in tourism, promoting longer stays and increased spending, while preserving natural resources and cultural heritage. Frasco expressed the shared vision for mutual prosperity and the transformative power of tourism in enhancing lives and creating lasting memories.
President Ferdinand R. Marcos Jr. accepted the ASEAN chairmanship for 2026, a year ahead of schedule, during the 43rd ASEAN Summit in Jakarta in 2023. The ASEAN chair oversees not only leaders-level summits but also all other gatherings for the bloc.
