Cebu, Manila, and Boracay will host the Association of Southeast Asian Nations (ASEAN) Tourism Forum (ATF), an annual assembly of Southeast Asian tourism ministers IN 2026.
At a ceremonial transfer on January 20, held at the Johor International Convention Center, Tourism Secretary Christina Frasco formally received the leadership for the ATF 2026 on behalf of the Philippines.
She emphasized Cebu's rich culture, breathtaking natural beauty, and the friendliness and warmth of the Filipino people.
Highlighting the Philippines’ beauty
The ASEAN Tourism Ministers' Meeting, which will take place in the province of Cebu in January 2026, is part of the ATF.
The gathering will be preceded by preparatory sessions in Boracay and Manila.
“The Philippines, with its spirit of hospitality and a 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,” Frasco said.
The hosting comes after the country successfully hosted the 36th UN Tourism Joint Commission Meeting for the Asia Pacific and South Asia, as well as the inaugural UN Tourism Regional Forum on Gastronomic Tourism.
Inviting ASEAN neighbors
Frasco highlighted the Philippines' potential for sustainable tourism development by inviting ASEAN countries and travel partners to visit.
“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. It will be an opportunity not only to discuss policies but to witness firsthand the immense potential for sustainable tourism growth in the region,” Frasco said.
To better promote the region's potential for sustainable tourism, the Philippines will host the TRAVEX trade show in addition to the ASEAN Tourism Ministers' Meeting.
