ASEAN tourism forum to bolster Cebu’s tourism industry

As the ASEAN Tourism Forum (ATF) draws near, Tourism Secretary Christina Garcia Frasco said hosting the regional event in Cebu will help reinvigorate the province’s tourism industry following a series of calamities last year and provide a platform for regional leaders to shape the future of tourism cooperation.

“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 a press briefing on January 14.

The ATF preparations are being led by the Department of Tourism alongside 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,” Frasco added.

The ATF is a regional initiative aimed at promoting Southeast Asia as a single yet diverse tourism destination. This year’s forum marks the 45th anniversary of the event since its launch in Malaysia in 1981 and nearly a decade since the Philippines last hosted the ATF in 2016.

More than 5,000 delegates expected

More than 5,000 delegates are expected to attend ATF 2026, including tourism ministers, senior officials, national tourism organizations, industry leaders, and advocates from across ASEAN, as well as international participants joining ministerial, senior official, and trade meetings during the Philippine ASEAN chairmanship.

Cebu provincial officials expressed confidence in the province’s readiness to host the first ASEAN event of 2026.

“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,” said Cebu Provincial Tourism Officer Rowena Lu Montecillo on behalf of Governor Pamela Baricuatro.

According to Angela Javier, deputy director-general of the ASEAN National Organizing Committee, the Philippines will host more than 600 meetings during its 2026 ASEAN chairmanship, including working groups, senior official meetings, ministerial sessions, and a leaders’ summit.

Lapu-Lapu City Mayor Ma. Cynthia “Cindi” King-Chan said the ATF presents opportunities to strengthen tourism investment and job creation.

“This opportunity for our city to strengthen our tourism, our international partnerships, our promotion of our tourism industry, create economic activity, and open doors for more investments and jobs,” King-Chan said.

The Cebu City government has formed a task force focused on the beautification and restoration of heritage sites, including Magellan’s Cross and Fort San Pedro, which will be featured in heritage tours for ATF delegates. Mandaue City has also created a technical working group and conducted inter-agency meetings to ensure readiness.

The Police Regional Office 7 said more than 9,000 police personnel will be deployed to secure ASEAN 2026 events, including the ATF.

“We were able to have the support of the provinces and the tri-cities to make sure that the adjustments are made so that every aspect of the security preparation is suitable for our visitors and also our local attendees, and not just that, but also something suitable for the people of Cebu,” said PRO7 Chief Regional Community Affairs and Development Commission PCOL Kimberly Molitas.

The ATF also includes the Travel Exchange (TRAVEX), a business-to-business platform connecting international buyers and Philippine tourism sellers.

Frasco said TRAVEX, the longest-running annual ASEAN leisure travel trade event, will host more than 2,000 delegates from 11 ASEAN member states. The Tourism Promotions Board reported that nearly 600 international buyers have expressed interest in meetings with Philippine hotels, resorts, travel agencies, tour operators, and transport providers.

“Cebu’s hosting of the ASEAN Tourism Forum will see benefit to our tourism accommodations and establishments, our tourism transport, our aviation sector, all of the tourism frontliners and workers working in this sector, and of course, the multiplier effect can be felt in agriculture, in retail, in the creative industries,” Frasco said.