The Philippines is set to host the 45th Association of Southeast Asian Nations (ASEAN) Tourism Forum (ATF) 2026 in Cebu, a move the Department of Tourism (DOT) said will bring significant economic, tourism, and investment gains to the country.

The DOT said the hosting of ATF 2026 is a key component of the Philippines’ ASEAN chairship this year under the theme “Navigating Our Future, Together,” positioning the country as a central player in shaping regional tourism cooperation and growth.

As the lead agency for ATF 2026, the DOT noted that the forum is among the first major sectoral events of the country’s ASEAN chairship and will anchor a yearlong calendar of ASEAN-related meetings, generating sustained international exposure, visitor arrivals, and business activity.

ATF 2026 will bring together tourism ministers, senior officials of National Tourism Organizations, and private sector leaders from across Southeast Asia for ministerial meetings, policy discussions, working group sessions, and industry engagements.

“Hosting the ASEAN Tourism Forum 2026 is both an economic opportunity and a strategic statement of the Philippines’ commitment to advancing a cooperative, forward-looking ASEAN tourism agenda with tangible benefits across our communities,” Tourism Secretary Christina Garcia Frasco said.

“Under the Marcos Administration’s vision of economic development driven by tourism, this forum allows the Philippines to generate jobs, stimulate local enterprises, and attract investments, while showcasing our readiness to lead, convene, and deliver on the regional stage,” she added.

The DOT said Cebu was selected as host destination to support the administration’s goal of dispersing tourism growth beyond Metro Manila. The forum is expected to draw around 5,000 local and international delegates to the province.

“By hosting ATF 2026 in Cebu, we are bringing the benefits of global tourism engagement directly to our local communities—from hotels and transport providers to MSMEs, artisans, and tour operators. This is tourism growth that is felt on the ground, consistent with our thrust for inclusive and people-centered development,” Frasco said.

Apart from ASEAN member states, representatives from China, Japan, South Korea, India, Russia, Australia, and the United States-ASEAN Business Council are also expected to participate, opening opportunities for expanded market access, air connectivity, and cross-border tourism cooperation.

“The Philippines is using its ASEAN Chairship to strengthen cooperation beyond borders,” Frasco said. “Through ATF 2026, we are deepening partnerships, encouraging innovation, and opening new pathways for investment and sustainable tourism, ensuring that ASEAN remains competitive in a rapidly evolving global travel landscape.”

The opening ceremony of ATF 2026 will be held on January 28 at the Mactan Shrine. Major events include the ASEAN Tourism Ministerial Meeting and the ASEAN Tourism Conference on January 29, which will focus on tourism resilience, sustainability, emerging trends, and digital transformation.

The forum will also see the launch of the ASEAN Tourism Sectoral Plan 2026–2030, spearheaded by the Philippines as lead country coordinator. The plan outlines ASEAN’s collective strategy for a more sustainable and inclusive tourism industry.

On the sidelines of the forum, bilateral meetings are expected to advance cooperation between ASEAN member states and dialogue partners across the public and private sectors.

Meanwhile, the Tourism Promotions Board Philippines will lead TRAVEX 2026, ASEAN’s flagship tourism trade exchange, scheduled from 28 to 30 January at the Mactan Expo. The event is expected to gather more than 700 international buyers, sellers, and tourism decision-makers.

The Philippines last hosted the ASEAN Tourism Forum in 2016.

“Through ATF 2026, the Philippines is reaffirming its role as a trusted partner and leader in ASEAN tourism,” Frasco said. “This forum advances our national tourism goals, strengthens regional solidarity, and ensures that tourism continues to uplift lives, empower communities, and drive sustainable growth for generations of Filipinos.”

Cultural and heritage tours, including ‘Paglantaw’ in Old Cebu and ‘Bagani’ in Lapu-Lapu City, will also be offered to delegates, alongside guided tours to destinations nationwide to promote future travel to the Philippines.