The Philippines will host the ASEAN Tourism Forum (ATF) 2026, deemed as a significant milestone for the country.

Tourism Secretary Christina Garcia Frasco received the symbolic gavel from Malaysian Minister of Tourism, Arts and Culture Dato Sri Tiong King Sing to mark the commitment to host the event.

The ATF is set to include the highly anticipated ASEAN Tourism Ministers’ Meeting, set in Cebu in January 2026.

Meanwhile, the preparatory meetings leading to the most prestigious gathering in ASEAN will be held in Manila and Boracay.

“As the Philippines takes on the chairmanship of ASEAN 2026, I invite you to join us in the Philippines for the 29th ASEAN Tourism Ministers’ Meeting in Cebu on January 2026. It will be an opportunity not just to discuss policies, but to witness firsthand the immense potential for sustainable tourism growth in the region,” Frasco said.

She highlighted the warmth and hospitality of the Filipino people, along with the rich culture and stunning natural beauty that Cebu has to offer.

Frasco emphasized that “Cebu is a hallmark of unity — evincing what can happen when communities, businesses, and governments come together to create a tourism model that is both profitable and responsible”.

“The Philippines, with its spirit of hospitality and a deep sense of community, stands ready to open its pristine shores to all of you, where we will write a new chapter of the ASEAN story: a legacy of unity, sustainability, and prosperity for all,” she added.

Aside from the ASEAN meetings, a TRAVEX trade show and various conferences will also be hosted by the Philippines as part of the ATF 2026.

The Philippines’ upcoming hosting of the ATF follows the country’s successful mounting of the 36th UN Tourism Joint Commission Meeting for the Asia Pacific and South Asia, as well as the inaugural UN Tourism Regional Forum on Gastronomy Tourism.