The Department of Tourism assured that preparations for the upcoming ASEAN Travel Expo and the ASEAN Tourism Forum 2026 remain on track ahead of the January events in Cebu.

First Lady Liza Araneta Marcos on Wednesday led the organizational meeting of the ASEAN National Organizing Council to advance ongoing preparations for the Philippines’ hosting of ASEAN events in 2026.

“2026 will open with the ASEAN Tourism Forum in Cebu, the biggest tourism gathering in the region. All preparations are underway for tourism hospitality, tours, events, and site enhancements that reflect the creativity and warmth of the Filipino people. We are ready to show the world the many reasons to fall in love with the Philippines,” Tourism Secretary Christina Garcia Frasco said in a Facebook post.

In a separate ambush interview during the ceremonial signing of the Memorandum of Understanding between the Department of Tourism and global payments card VISA in Makati City on Thursday, Frasco said the venues are ready to receive ASEAN delegates.

“The DOT specifically is designated to handle hospitality, cultural events, tours, and the like. Our preparations for that had already begun and were continuing together with our other member government agencies, as well as our coordination with our local government units and stakeholders. For Cebu, the ASEAN Travel Expo (Travex) will occur during the last week of January,” she told reporters.

The ASEAN Tourism and Travel Expo will be held in conjunction with the ASEAN Ministerial Meeting, which will be attended by ASEAN delegates.

“I have instructed the Tourism Promotions Board, which is handling the travel exchange, to ensure that we can maximize opportunities for leads and earnings for our tourism stakeholders and those who will participate in the forum. We are trying to target as many buyers as possible, as well as sellers,” Frasco said.

Frasco added that the DOT’s main goal is the successful launch of the ASEAN Tourism Strategic Action Plan, of which the Philippines serves as country coordinator.

“For the part of the Philippines, we are looking for regional cooperation for the ASEAN as one tourism destination for sustainability, tourism development, and to make sure that the manner by which we value tourism is not limited to physical count of visitors alone, but more of the valuation of tourism in terms of livelihood, economy and ability to sustain local economies of our destination,” she explained.

The events are expected to benefit hotels and accommodations in Cebu, particularly those owned by Megaworld Hotels and Nustar.

Following the recent earthquake and flooding brought by Typhoon Tino in Cebu, Frasco said due diligence has been conducted to check properties identified as ASEAN event venues.

“They just sustained minor damages, including the façade for certain areas, and they have been resolved,” she said.