Government authorities and key figures in the tourism sector have expressed confidence that Cebu is fully equipped to host the upcoming Association of Southeast Asian Nations (ASEAN) Tourism Forum (ATF) in 2026. The announcement came during a press conference held on Wednesday, January 14, 2026, where officials detailed extensive preparations, infrastructure improvements, and strong collaborative efforts among local government units.
Tourism Secretary Announces Cebu's Readiness
Tourism Secretary Christina Garcia-Frasco took center stage at the press conference to declare Cebu's preparedness for the major international event. She emphasized that the forum's Travel Exchange component is anticipated to connect international buyers with local destinations, generating direct advantages for tourism stakeholders nationwide.
"Cebu is ready, and Cebu is here to welcome the world with the most excellent hosting of the Asean Tourism Forum," Frasco stated confidently. She further revealed a significant milestone in their preparation: more than 10,000 tourism front-liners from various regions across the Philippines have already completed specialized training programs. This initiative aims to guarantee high-quality service and a memorable experience for all delegates and visitors throughout the event.
Unified Commitment from Security and Local Government
The press conference underscored a unified front in ensuring the forum's success. Representatives from critical agencies were present, including the Police Regional Office, the Cebu Provincial Government, and officials from the tri-cities of Cebu, Mandaue, and Lapu-Lapu.
Each representative reiterated a firm commitment to collaborate closely, aiming to deliver a forum that is smooth, secure, and exceptionally welcoming for all participants. This cross-sector coordination is viewed as a cornerstone for the event's operational success and safety.
Infrastructure and Lasting Impact
While the press conference highlighted trained personnel and security coordination, the broader preparations for ATF 2026 involve significant infrastructure upgrades across Cebu. These enhancements are designed not only to accommodate the influx of international visitors during the forum but also to leave a lasting legacy that will benefit the local tourism industry for years to come.
The successful hosting of the ASEAN Tourism Forum is expected to solidify Cebu's position as a premier MICE (Meetings, Incentives, Conferences, and Exhibitions) destination in Asia and showcase the warmth and capability of Filipino hospitality on a regional stage.
