Philippines Kicks Off 45th ASEAN Tourism Forum 2026 in Cebu with Major Economic Push
The Philippines has formally inaugurated the 45th ASEAN Tourism Forum (ATF) 2026, a landmark event set to welcome approximately 5,000 delegates to Cebu. The opening ceremony took place on Wednesday, January 28, 2026, at the historic Mactan Shrine in Lapu-Lapu City, marking one of the first significant sectoral gatherings under the country's ASEAN chairship. This forum is positioned as a crucial catalyst for tourism-driven economic expansion across the nation.
Strategic Importance and Economic Opportunities
According to the Department of Tourism (DOT), hosting ATF 2026 places the Philippines at the forefront of shaping the region's tourism direction, integration, and long-term development. The event carries the theme "Navigating Our Tourism Future, Together," emphasizing collaborative efforts. As the lead agency, the DOT highlighted that this forum anchors a year-long calendar of ASEAN meetings designed to enhance global visibility, increase visitor arrivals, and stimulate business activity throughout the Philippines.
Tourism Secretary Christina Garcia Frasco, in an official statement, described hosting the forum as both an economic opportunity and a strategic move. She noted that the influx of delegates is expected to generate employment, stimulate local enterprises, and attract investments, while simultaneously showcasing the country's capability to lead major regional events. This initiative underscores the Philippines' commitment to leveraging tourism for broader economic benefits.
Regional Development and International Participation
Cebu was specifically selected to support the government's initiative to spread tourism growth beyond Metro Manila and accelerate regional development. Delegates are anticipated not only from ASEAN member states but also from partner countries, including:
- China
- Japan
- South Korea
- India
- Russia
- Australia
- Representatives from the United States-ASEAN Business Council
Secretary Frasco emphasized, "By hosting ATF 2026 in Cebu, we are ensuring that the benefits of global tourism engagement reach local communities—from hotels and transport providers to MSMEs, artisans, and tour operators."
Key Events and Initiatives
The forum brings together tourism ministers, senior officials of national tourism offices, and industry leaders from Southeast Asia for a series of high-level engagements. Key events include:
- Asean Tourism Ministerial Meeting and the Asean Tourism Conference on January 29, focusing on emerging trends, sustainability, resilience, and digital transformation in tourism.
- The launch of the Asean Tourism Sectoral Plan 2026–2030, a Philippines-led roadmap outlining a shared strategy for a sustainable and inclusive regional tourism industry.
Additionally, the Tourism Promotions Board Philippines will lead Travex 2026 from January 28 to 30 at the Mactan Expo. This trade exchange is projected to attract over 700 international buyers, sellers, and decision-makers, further boosting business connections.
Cultural Engagement and Future Prospects
To enrich the delegate experience, cultural shows and guided tours in Cebu and Lapu-Lapu City are scheduled. These activities offer a firsthand immersion into Philippine heritage, promoting broader destination awareness and encouraging future travel. This comprehensive approach aims to solidify the Philippines' role as a key player in ASEAN tourism while driving long-term economic growth through strategic regional cooperation.
