2026 ASEAN Tourism Forum (ATF) in Cebu, Philippines

The ATF is an essential venue for ASEAN member nations to promote solidarity and cooperation while showcasing their distinctive travel experiences. The forum facilitates a rich exchange of ideas, strategies, and solutions to increase tourism in the area by giving stakeholders in the tourism industry networking opportunities.

 The forum this year ended with a formal handover of hosting responsibilities that perfectly captured the spirit of ASEAN hospitality and collaboration. The incident took place on January 20 at the Johor International Convention Center during the closing of ATF 2025. Here, Malaysia's Minister of Tourism, Arts, and Culture, Dato Sri Tiong King Sing, presented the ceremonial gavel to Philippine Secretary of Tourism Christina Garcia Frasco. This represents cooperation and dedication to the growth of local tourism.With an ambitious plan that highlights its breathtaking natural landscapes and rich cultural legacy, the Philippines is preparing to host ATF 2026. Cebu, known for its stunning beaches, rich history, and exciting celebrations, will host the ASEAN Tourism Ministers' Meeting. Additionally, preparations will take place in Boracay, which is well-known for its white sand beaches and exciting nightlife, and Manila, the busy capital city. The Philippines is eager to receive representatives from other ASEAN countries, Secretary Frasco said in her remarks. "With its dedication to hospitality and strong community values, the Philippines is ready to unveil its untouched beaches to all of you," she embraced at the "Love the Philippines Night" celebration. Together, we shall pen a new chapter for ASEAN that emphasizes prosperity, sustainability, and unity. With sustainability as the main focus of the forthcoming event, this vow highlights the Philippines' commitment to fostering a friendly environment.