Tourism Secretary Christina Garcia Frasco said the launch of this year’s 45th ASEAN Tourism Forum 2026 on Wednesday will give a big boost to the country’s economy and tourism industry.

According to the DoT chief, the event would be a major milestone under the administration of President Ferdinand Marcos Jr., gaining significant economic, tourism and investment benefits.

She said hosting ATF 2026 is a key pillar of the country’s ASEAN Chairship this year, with the theme “Navigating Our Future, Together,” and positions the Philippines at the forefront of shaping the region’s tourism trajectory, integration, and long-term growth.

The DoT, as the lead agency for ATF 2026, noted that the forum is among the first major sectoral events of the Philippines’ chairship and will anchor a full calendar of ASEAN-related meetings throughout the year — bringing sustained international attention, visitor traffic, and business activity to the country.

Various tourism ministers, senior officials of National Tourism Organizations (NTOs), and industry leaders from across Southeast Asia will convene in Nu Star, Cebu, for high-level ministerial meetings, working group sessions, policy discussions, and industry engagements central to ASEAN tourism cooperation.

The opening ceremony will be held at Mactan Shrine, one of the important historical sites in Cebu.

“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,” 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.

Tourism growth beyond Metro Manila

Further, Secretary Frasco emphasized that Cebu’s selection as the host destination highlights the administration’s commitment to dispersing tourism growth beyond Metro Manila and accelerating development in the regions.

In Cebu alone, the summit is expected to welcome around 5,000 guests from across the globe.

“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,” she added.

Frasco noted that participants from China, Japan, South Korea, India, Russia, Australia and the US-ASEAN Business Council will also attend, boosting market access, air links, and regional collaboration.

“The Philippines is using its ASEAN Chairship to strengthen cooperation beyond borders,” Secretary 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.”

Among the highlights of ATF 2026 are the ASEAN Tourism Ministerial Meeting and the ASEAN Tourism Conference on 29 January, where policymakers and experts will discuss emerging trends, tourism resilience, sustainability, and digital transformation.

ATSP launching

Aside from various fora, the ATF will also witness the launch of the ASEAN Tourism Sectoral Plan (ATSP) 2026-2030, marking the region’s renewed commitment towards tourism cooperation and development.

Spearheaded by the Philippines as Lead Country Coordinator, the ATSP 2026-2030 outlines the region’s collective vision and plans for a sustainable and inclusive tourism industry.

Bilateral meetings on the sidelines of the forum are also expected to strengthen cooperation between ASEAN and its dialogue partners in both the public and private sectors, paving the way for practical initiatives that support long-term tourism growth.

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