Johor Bahru, Malaysia, January 24, 2025 / TRAVELINDEX / The Philippines has been officially designated as the host country for the ASEAN Tourism Forum (ATF) 2026, stepping in after Myanmar withdrew from its hosting responsibilities in the regional event rotation. This significant announcement was made during a ceremonial handover at the conclusion of ATF 2025, held at the Johor International Convention Center in Johor Bahru, Malaysia, on January 20, 2025. The symbolic gavel, representing the transfer of hosting duties, was handed over to Philippines Tourism Secretary Christina Garcia Frasco by Malaysia’s Minister of Tourism, Arts, and Culture, Dato Sri Tiong King Sing. This moment marked the Philippines’ formal acceptance of the chairmanship of ATF 2026, underscoring its commitment to leading one of the most prestigious tourism events in the ASEAN region.

ATF 2026 will feature a series of high-profile events, including the ASEAN Tourism Ministers’ Meeting, which will be held in the picturesque province of Cebu in January 2026. Preparatory meetings leading up to the main event will take place in Manila, the capital of the Philippines, and Boracay, a world-renowned island destination known for its pristine beaches and vibrant tourism industry. In addition to the ministerial meetings, the Philippines will also host the TRAVEX trade show, a key component of the ATF that brings together tourism stakeholders from across the region to showcase their products and services. Various conferences and side events will further enrich the program, providing a platform for discussions on sustainable tourism, regional cooperation, and economic growth.

During the ceremonial handover, Secretary Frasco extended a warm invitation to ASEAN member states and international partners at the ‘Love the Philippines Night,’ a special event held to celebrate the Philippines’ upcoming hosting role. In her address, she emphasized the country’s renowned hospitality and deep sense of community, inviting attendees to experience the beauty and culture of the Philippines firsthand. “The Philippines, with its spirit of hospitality and deep sense of community, stands ready to open its pristine shores to all of you, where we will write a new chapter of the ASEAN story: a legacy of unity, sustainability, and prosperity for all,” she said. She highlighted Cebu as a symbol of unity and a model for sustainable tourism, where communities, businesses, and governments collaborate to create a tourism ecosystem that is both profitable and responsible.

Secretary Frasco also took the opportunity to outline the Philippines’ vision for ATF 2026, emphasizing the importance of sustainable tourism and regional collaboration. “As the Philippines takes on the Chairmanship of ASEAN 2026, I invite you to join us in the Philippines for the 29th ASEAN Tourism Ministers’ Meeting in Cebu on January 2026. It will be an opportunity not just to discuss policies, but to witness firsthand the immense potential for sustainable tourism growth in the region,” she said. She underscored the unique cultural heritage and natural beauty of Cebu, which she described as a testament to the power of unity and collaboration in achieving sustainable tourism goals.

The Philippines’ hosting of ATF 2026 builds on its recent successes in the tourism sector, including the successful hosting of the 36th UN Tourism Joint Commission Meeting for the Asia Pacific and South Asia, as well as the inaugural UN Tourism Regional Forum on Gastronomy Tourism. These events have positioned the Philippines as a key player in the global tourism landscape and a champion of sustainable and inclusive tourism development.

In addition to her role in the ATF 2025, Secretary Frasco served as vice chair at the 28th ASEAN Tourism Ministers’ Meeting, where she played a pivotal role in advancing regional tourism initiatives. The meeting was attended by tourism ministers from ASEAN member states, including Malaysia, Indonesia, Brunei, Singapore, Thailand, Cambodia, Timor Leste, and Vietnam, as well as representatives from dialogue partners such as Russia, Japan, India, and South Korea. As the lead country coordinator for the development of the ASEAN Tourism Sectoral Plan (ATSP) Post-2025, Secretary Frasco presented updates and recommendations aimed at fostering a tourism sector that drives equitable and sustainable economic growth across the region.

“The ATSP envisions a tourism landscape that not only stimulates economic progress but does so in a manner that is equitable and sustainable. Our focus extends beyond quantity to quality – prioritizing convenience and safety in tourism, promoting longer stays and increased spending, all while safeguarding our natural resources and honoring our heritage and culture,” Secretary Frasco explained. She emphasized the Philippines’ commitment to working closely with its ASEAN neighbors to build a tourism industry that not only boosts economic growth but also preserves the unique cultures and ecosystems that make the region a truly special destination.

Secretary Frasco also highlighted the importance of ASEAN unity, describing the bloc as a “family” united by a shared vision for mutual prosperity. “United by a shared vision for the mutual prosperity of our nations, we perpetuate the notion that tourism is a force for good: transforming lives, sustaining livelihoods, forging friendships, and creating memories etched in the hearts of all who come upon our streets and shores,” she said. Her remarks underscored the transformative power of tourism as a tool for fostering regional cooperation, cultural exchange, and sustainable development.

As the Philippines prepares to host ATF 2026, the country is poised to showcase its rich cultural heritage, stunning natural landscapes, and world-class hospitality on the global stage. The event will not only highlight the Philippines’ tourism potential but also reinforce its commitment to advancing sustainable and inclusive tourism practices in collaboration with its ASEAN partners. With Cebu at the center of the festivities, ATF 2026 promises to be a landmark event that celebrates the unity, diversity, and shared aspirations of the ASEAN community.

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