The Department of Tourism (DOT) and local government units across Cebu have accelerated preparations for the Philippine hosting of the ASEAN Tourism Forum (ATF) 2026.

During a press briefing on 14 January 2026, Tourism Secretary Christina Garcia Frasco emphasized that the forum serves as a vital platform for Cebu’s tourism recovery following several calamities last year. She noted the event offers a "unique opportunity" for regional leaders to discuss travel and people-to-people exchange.

“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,” Frasco said, highlighting the coordination between the national government and the private sector.

Cebu is preparing to welcome over 5,000 delegates, including tourism ministers and senior officials from across the ASEAN region and the world. Deputy Director-General of the ASEAN National Organizing Committee Angela Javier noted that the Philippines will host more than 600 meetings during its 2026 chairmanship.

The provincial and city governments have launched specialized initiatives to ensure the event's success:

• Cebu Province: Expressed confidence in the event as a driver for the local economy.

• Cebu City: Formed a task force for the beautification of heritage sites, including Magellan’s Cross and Fort San Pedro.

• Lapu-Lapu City: Focusing on tourism investments and job creation through international partnerships.

• Mandaue City: Established a technical working group to coordinate inter-agency efforts.

Security remains a top priority, with Police Regional Office Visayas Chief PCOL Kimberly Molitas confirming that over 9,000 personnel will be deployed to secure the high-level meetings.

A major highlight of the forum is the Travel Exchange (TRAVEX), a trade event expected to host over 2,000 delegates. According to the Tourism Promotions Board (TPB), nearly 600 international buyers have already expressed interest in business-to-business meetings with local hotels, resorts, and tour operators.

Secretary Frasco highlighted the "multiplier effect" the hosting will have on sectors beyond tourism, including agriculture, retail, and the creative industries. To date, the DOT has trained over 10,000 tourism frontliners nationwide to ensure world-class service for the visiting delegates.

ATF 2026 marks the 45th anniversary of the regional event and is the first time the Philippines has hosted the forum since 2016.