Cebu, Philippines – The Philippines opened the ASEAN Tourism Forum (ATF) 2026 in Cebu on Wednesday, Jan. 28, banking on its role as chair of the regional bloc to boost travel cooperation and deliver economic gains from tourism.
Held under the theme “Navigating Our Tourism Future, Together,” the forum is among the first major sectoral events of the Philippines’ ASEAN chairship. It brings together tourism ministers, senior officials, and industry leaders from across Southeast Asia, along with international buyers and delegates.
First Lady Louise Araneta Marcos attended the opening ceremony, which featured cultural performances showcasing Philippine heritage, from indigenous chants and regional folk dances to contemporary musical pieces.
President Ferdinand Marcos Jr., in a speech delivered by Tourism Secretary Christina Garcia Frasco, said the forum is particularly significant as it marks the 45th year since the ASEAN Tourism Forum was inaugurated in 1981.
“I share with you the sense of confidence and optimism that ASEAN tourism will continue to thrive,” Marcos said.
“Let our discussions lead to actions. Our cooperation brings lasting benefit to our people.”
Marcos described tourism as more than an industry for ASEAN, calling it “a bridge between our cultures, a pathway connecting our people, and a force that brings our region together.”
He said tourism in the Philippines supports a wide range of livelihoods, including farmers, fisherfolk, creatives, transport workers and hospitality service providers, and stressed the importance of ensuring that local communities benefit from tourism growth.
“As ASEAN chair this year, the Philippines is committed to advancing our collective interests and steering the region toward shared growth,” Marcos said.
Meeting tourism goals
Frasco said hosting ATF 2026 and other ASEAN-related meetings is expected to help the country meet its tourism targets this year, noting that tourism accounts for nearly 9% of the Philippine economy.
She pointed to the forum’s flagship Travel Exchange (TRAVEX), where hotels, resorts, tour operators and travel agencies conduct business-to-business meetings with buyers from more than 50 countries.
“There is a very quantifiable benefit to the ASEAN Tourism Forum through these exchanges, which directly support the livelihoods of our tourism stakeholders,” Frasco said in an interview with reporters.
Frasco said the Philippines expects more than 5,000 official delegates by the end of the year from ASEAN meetings, excluding unofficial delegations and accompanying visitors, and added that the country anticipates long-term returns through repeat visits and global marketing exposure.
