The Philippines is gearing up to host the ASEAN Tourism Forum (ATF) 2026, a significant annual event that brings together tourism ministers from Southeast Asia. The forum will be spread across three key locations: Cebu, Manila, and Boracay. The ceremonial handover of the chairmanship to the Philippines occurred on January 20, 2025, at the Johor International Convention Center, where Tourism Secretary Christina Frasco accepted the symbolic gavel from Malaysian Minister of Tourism, Arts and Culture Dato Sri Tiong King Sing.
Secretary Frasco expressed enthusiasm about hosting the 29th ASEAN Tourism Ministers’ Meeting in Cebu in January 2026, emphasizing the opportunity to showcase the region’s potential for sustainable tourism. Preparatory meetings will take place in Manila and Boracay, leading up to the main event.
Frasco highlighted Cebu’s role as a symbol of unity and a model for responsible and profitable tourism. She stressed the Philippines’ readiness to welcome visitors with its renowned hospitality and stunning natural beauty, aiming to foster a legacy of unity, sustainability, and prosperity.
In addition to the ministerial meetings, the Philippines will host a TRAVEX trade show and various conferences as part of ATF 2026. This follows the country’s successful hosting of previous international tourism events, including the 36th UN Tourism Joint Commission Meeting and the inaugural UN Tourism Regional Forum on Gastronomy Tourism.
At the 2025 ATF, Frasco served as vice chair and presented updates on the ASEAN Tourism Sectoral Plan (ATSP) Post-2025, focusing on equitable and sustainable economic growth through tourism. She underscored the importance of quality over quantity in tourism, prioritizing convenience, safety, and the preservation of natural and cultural heritage.
The Philippines’ commitment to sustainable tourism aligns with the broader vision of ASEAN, as President Ferdinand R. Marcos Jr. accepted the ASEAN chairmanship for 2026 during the 43rd ASEAN Summit in Jakarta in 2023. As the ASEAN chair, the Philippines will oversee not only the leaders’ summits but all gatherings of the regional bloc.