Philippines to Host ASEAN Tourism Forum 2026 in Cebu, Manila, and Boracay

The Philippines has officially been selected to host the Association of Southeast Asian Nations (ASEAN) Tourism Forum (ATF) in 2026. The event, which serves as the premier gathering of ASEAN tourism leaders, will take place in Cebu, with preparatory meetings scheduled in Manila and Boracay.

Tourism Secretary Christina Frasco accepted the chairmanship of ATF 2026 during a handover ceremony at the Johor International Convention Centre. The symbolic gavel was passed to her by Malaysian Minister of Tourism, Arts, and Culture Datuk Seri Tiong King Sing, marking the Philippines’ leadership role in shaping regional tourism policies.

This will be an opportunity not only to discuss tourism policies but also to showcase the region’s potential for sustainable tourism development,” Frasco stated.

The ATF 2026 agenda includes high-level ministerial discussions, a TRAVEX trade show, and various conferences aimed at strengthening tourism collaboration among ASEAN nations. Frasco emphasized that Cebu was chosen as the main venue due to its strong tourism infrastructure and commitment to sustainable development.

“The Philippines is eager to share its world-renowned hospitality and vibrant culture with our ASEAN partners. We aim to promote a tourism industry that fosters unity, sustainability, and economic prosperity across the region,” she added.

Hosting the ATF aligns with the Philippines’ broader efforts to enhance its global tourism presence. The country previously organized the 36th UN Tourism Joint Commission Meeting for Asia Pacific and South Asia, along with the first-ever UN Tourism Regional Forum on Gastronomy Tourism.

During the 28th ASEAN Tourism Ministers’ Meeting at ATF 2025, Frasco, in her role as vice chair, presented key updates on the ASEAN Tourism Sectoral Plan (ATSP) Post-2025. She underscored the importance of prioritizing sustainable tourism practices, improving visitor experiences, and preserving cultural and natural heritage.

“The goal is to build a tourism sector that is not just economically viable but also responsible and inclusive. We want to encourage longer stays, increased visitor spending, and stronger efforts to protect our natural and cultural resources,” Frasco explained.

The Philippines’ leadership in ATF 2026 also aligns with its appointment as ASEAN chair for the same year. President Ferdinand R. Marcos Jr. accepted the ASEAN chairmanship during the 43rd ASEAN Summit in Jakarta, moving the country’s leadership role forward by a year.

As ASEAN chair, the Philippines will oversee not only tourism initiatives but also broader regional summits and diplomatic engagements. This milestone reflects the country’s commitment to strengthening ties within the ASEAN community and driving forward key regional initiatives in tourism, trade, and sustainable development.