The Philippines is poised to play a pivotal role in shaping the future of Southeast Asia’s tourism by hosting the 2026 ASEAN Tourism Forum on the picturesque island of Cebu. This prestigious event, set to take place from January 27 to February 4, 2026, will bring together tourism ministers, industry experts, international buyers, and media professionals from across ASEAN and beyond. The forum will highlight the region’s diverse tourism offerings, showcase new opportunities for growth, and foster collaboration among both public and private sectors. With Cebu’s stunning landscapes and rich cultural heritage, the Philippines provides the perfect backdrop for this major gathering, cementing its position as a leader in Southeast Asia’s tourism landscape.
The Philippines is set to host the 2026 ASEAN Tourism Forum (ATF) on the stunning island of Cebu, offering a unique opportunity for tourism professionals to connect, exchange ideas, and explore the latest developments in Southeast Asia’s tourism sector. The ATF, a major annual event, will take place from January 27 to February 4, 2026, on Mactan Island, just a short drive from Cebu City. This 45th edition of the forum continues the tradition of promoting ASEAN as a unified and diverse tourism destination.
As a key member of the Association of Southeast Asian Nations (ASEAN), which includes Brunei Darussalam, Cambodia, Indonesia, Laos, Malaysia, Myanmar, the Philippines, Singapore, Thailand, Timor Leste, and Vietnam, the Philippines is proud to host an event that underscores the region’s collective tourism potential. The forum will bring together a wide range of participants, including national tourism ministers, tourism organizations, travel exhibitors, international buyers, and media professionals from around the world.
A key highlight of the forum will be the TRAVEX trade marketplace, set to take place from January 28 to 30. TRAVEX offers an exciting platform for tourism professionals to engage in one-on-one business meetings, exchange ideas, and explore new opportunities. Exhibitors and buyers can pre-schedule meetings, ensuring a focused and efficient approach to discussions. The marketplace will also feature a variety of cultural experiences, providing attendees with a deeper understanding of the region’s diverse tourism offerings. The Philippines, known for its breathtaking beaches, islands, and rich cultural heritage, will offer a selection of pre-show and post-show tours that will allow attendees to experience the country’s natural and historical beauty firsthand.
In addition to the TRAVEX marketplace, the ATF will feature an ASEAN tourism conference, bringing together regional and global experts to discuss current trends, challenges, and emerging opportunities in the tourism industry. The conference will serve as a valuable platform for fostering collaboration between the public and private sectors, with a particular focus on sustainable tourism development. As the world increasingly looks for eco-friendly travel options and responsible tourism practices, the conference will also address how ASEAN can lead the way in these areas, ensuring that growth in the sector benefits both visitors and local communities.
The ASEAN Tourism Forum is an important milestone in the region’s efforts to enhance its position as a top global tourism destination. With tourism playing a critical role in the economies of many ASEAN countries, the forum provides a space for stakeholders to discuss strategies for growth, marketing, and investment in the sector. The event also plays a vital role in showcasing the rich cultural diversity of ASEAN nations, emphasizing their shared commitment to preserving and promoting their heritage while embracing modern tourism practices.
The Philippines, as host, is poised to make the 2026 ATF a landmark event. Cebu, known for its historical landmarks, pristine beaches, and vibrant culture, offers a perfect backdrop for the forum. Mactan Island, with its stunning resorts and convenient proximity to Cebu City, provides an ideal setting for both business and leisure. As the Philippines continues to strengthen its position as a key tourism hub in the region, hosting the ATF offers an opportunity to highlight the country’s tourism infrastructure, which has seen significant improvements in recent years.
This year’s ATF will focus not only on the traditional aspects of tourism, such as destination marketing and promotion, but also on newer trends, including digital transformation, sustainable travel, and the rise of experiential tourism. With travelers seeking more personalized and meaningful experiences, ASEAN’s tourism sector is adapting to these changes by emphasizing authentic cultural encounters, responsible travel, and innovative technologies that enhance the visitor experience.
The Philippines will showcase its leadership in Southeast Asia’s tourism by hosting the 2026 ASEAN Tourism Forum on the vibrant island of Cebu. This event will bring together key industry figures to explore new opportunities and promote regional collaboration.
As the 2026 ASEAN Tourism Forum draws closer, anticipation continues to build for what promises to be a dynamic event. The forum will serve as a showcase for the region’s tourism potential and an opportunity for participants to collaborate and innovate for the future. Whether through business meetings, networking events, or cultural experiences, the ATF will be a defining moment for ASEAN’s tourism industry, setting the stage for continued growth and success in the years to come.
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