The ASEAN Tourism Forum (ATF) 2026, held from 26 to 30 January in Cebu, Philippines, showcased the power of public-private partnerships in advancing regional tourism. The Department of Tourism (DOT) collaborated with industry leaders and stakeholders to deliver the event, themed "Navigating Our Tourism Future Together," which aimed to enhance connectivity and competitiveness across Southeast Asia.
The forum attracted approximately 5,000 delegates, facilitated by the coordination of local government units in Cebu City, Lapu-Lapu City, and Mandaue City. Key partners such as the Asian Development Bank and the US-ASEAN Business Council supported the event, reinforcing its role as a platform for policy dialogue. Aviation partners Philippine Airlines and Cebu Pacific improved regional connectivity, whilst Agoda and CNN International boosted global visibility.
Significant components of ATF 2026 included Government Meetings, the Travel Exchange (TRAVEX), and the ASEAN Tourism Conference, which fostered collaboration and business relationships. A milestone was the launch of the ASEAN Tourism Sectoral Plan (ATSP) 2026–2030, setting the strategic direction for tourism development over the next five years. The Philippines, as Lead Country Coordinator, reaffirmed its commitment to sustainability and innovation.
The event's success was further supported by hospitality partners and the utilisation of the Mactan Expo Centre for TRAVEX, highlighting Cebu's growing status as a Meetings, Incentives, Conferences, and Exhibitions (MICE) destination. The forum also showcased Philippine creativity through local partners, emphasising the country's cultural heritage.
The successful hosting of ATF 2026 positions Cebu as a burgeoning hub for global tourism investment and trade, demonstrating the Philippines' capability to stage world-class international gatherings
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