The Philippines will be hosting the ASEAN Tourism Forum (ATF) 2026, deemed as a significant milestone for Philippine tourism.

Tourism Secretary Christina Garcia Frasco received the symbolic gavel handed over to Secretary Frasco by Malaysian Minister of Tourism, Arts and Culture Dato Sri Tiong King Sing, marking the country’s commitment to host this prestigious event.  

The ATF is set to include the highly anticipated ASEAN Tourism Ministers’ Meeting, which will convene in the province of 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,” Secretary 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.  

Secretary 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.

Alongside her participation in the ASEAN Tourism Forum 2025, Secretary Frasco served as vice chair at the 28th ASEAN Tourism Ministers’ Meeting, which was attended by tourism ministers from ASEAN member states Malaysia, Indonesia, Brunei, Singapore, Thailand, Cambodia, Timor Leste, and Vietnam, as well as representatives from Russia, Japan, India, and South Korea.

“The ATSP envisions a tourism landscape that not only stimulates economic progress but does so in a manner that is equitable and sustainable. Our focus extends beyond quantity to quality – prioritizing convenience and safety in tourism, promoting longer stays and increased spending, all while safeguarding our natural resources and honoring our heritage and culture,” said Secretary Frasco.

She also emphasized the Philippines’ commitment to work with its ASEAN neighbors to build a sustainable tourism industry, “where tourism is not only about counting visitors but measuring their spending, contributions, and impact upon our communities, driven by the primordial principle of preserving the unique cultures and ecosystems that make the ASEAN a truly special place to visit.”