
The Philippines is set to take center stage in regional tourism as it officially assumes the Chairmanship of the ASEAN Tourism Forum (ATF) 2026, with Cebu as the main host of the 29th ASEAN Tourism Ministers Meeting in January 2026. The country formally accepted the role during a ceremonial handover on January 20, 2025, in Johor Bahru, Malaysia, where Philippine Tourism Secretary Christina Garcia Frasco received the symbolic gavel from Malaysian Minister of Tourism, Arts, and Culture Dato Sri Tiong King Sing at the Johor International Convention Center.
As part of its hosting, the Philippines will organize preparatory meetings in Manila and Boracay, leading up to the highly anticipated event in Cebu. Secretary Frasco extended an invitation to ASEAN leaders, emphasizing the Philippines” commitment to sustainable tourism growth and the immense potential for collaboration in the region. “Cebu is a hallmark of unity” demonstrating what can be achieved when communities, businesses, and governments work together to create a tourism model that is both profitable and responsible,” she stated.
Alongside the ministerial meetings, the ASEAN Tourism Forum 2026 will feature TRAVEX, a premier travel and trade exhibition, as well as industry conferences that will bring together key stakeholders from ASEAN and beyond. The event is expected to further solidify the Philippines position as a leader in sustainable tourism and economic development.
Strengthening ASEAN Partnerships and Sustainable Tourism
The Philippines upcoming ATF hosting follows its successful organization of the 36th UN Tourism Joint Commission Meeting for Asia Pacific and South Asia and the first UN Tourism Regional Forum on Gastronomy Tourism. These achievements underscore the country’s growing influence in global tourism and its dedication to fostering sustainable practices.
At the 28th ASEAN Tourism Ministers Meeting held in 2025, Secretary Frasco played a pivotal role as Vice Chair, collaborating with fellow ASEAN ministers from Malaysia, Indonesia, Brunei, Singapore, Thailand, Cambodia, Timor-Leste, and Vietnam, alongside dialogue partners from Russia, Japan, India, and South Korea. As the lead country coordinator for the ASEAN Tourism Sectoral Plan (ATSP) Post-2025, the Philippines presented strategies focused on equitable and sustainable economic growth, prioritizing quality over quantity in tourism, and ensuring visitor convenience, safety, and cultural preservation.
“Our vision extends beyond increasing visitor numbers; we seek to enhance touris’s positive impact by promoting longer stays, higher spending, and sustainable interactions with our communities,” Frasco explained. She reaffirmed the Philippines commitment to regional cooperation, emphasizing that ASEAN is more than just a collection of nations it is a family bound by a shared goal of using tourism as a force for good.
As the Philippines prepares to host ATF 2026, it aims to leave a lasting legacy of unity, sustainability, and prosperity, reinforcing its role as a key player in shaping the future of ASEAN tourism.