As the ASEAN Tourism Forum (ATF) approaches Cebu, Tourism Secretary Christina Garcia Frasco said hosting it will support local tourism following a series of calamities that struck the province last year.

It is also anticipated to provide a unique opportunity for world leaders to discuss tourism-related issues and ways to move forward that would benefit travel and people-to-people exchange within the region.

“What a message to send to the world that despite everything that Cebu has been through, Cebu is ready, and Cebu is here to welcome the world with the most excellent hosting of the ASEAN Tourism Forum, which we hope can occur with all the preparations and all of the coordination that has been done between national, local government, and the private sector,” Frasco said during press briefing on 14 January.

Aside from the Department of Tourism (DoT) and other agencies, the ATF is being prepared by the Cebu provincial government and the Tri-City Governments of Lapu-Lapu, Cebu, and Mandaue.

“The Philippines’ hosting of the ASEAN is a premier opportunity for our country to showcase not just the beauty of the destinations but the richness of Philippine culture, vibrant heritage, and the world-class hospitality of the Filipino people,” the Tourism Chief added. 

The ATF is a cooperative regional effort to promote the ASEAN region as a single yet diverse tourist destination.

This year’s ATF marks the 45th anniversary of the event since its inaugural edition in Malaysia in 1981, and almost a decade since the Philippines last hosted one in 2016.

5K plus participants

The ATF will be attended by more than 5,000 ASEAN delegates, including ATF tourism ministers, senior officials, national tourism organizations, advocates, and leaders from across the ASEAN region, as well as representatives from around the world who are expected to attend the year-long high-level Ministerial, Senior Official, and trade meetings as part of the Philippine chairship.

The Provincial Government of Cebu is backing preparations for the first ASEAN event in 2026, expressing confidence in the province as a destination for both regional and global visitors.

“Tourism remains a key driver of Cebu’s economy, and events like this help transcend our position as a leading tourism hub in the Philippines and Southeast Asia,” Cebu Provincial Tourism Officer Rowena Lu Montecillo said on behalf of Governor Pamela Baricuatro. 

The country will host more than 600 meetings during its ASEAN chairmanship in 2026, including working groups, senior official conferences, ministerial meetings, and a leaders’ summit, according to Angela Javier, Deputy Director-General of the ASEAN National Organizing Committee.