The Philippines has opened the 45th edition of the ASEAN Tourism Forum (ATF) in Cebu, one of the most important tourism industry events in Southeast Asia. Held as part of the country’s ASEAN chairmanship, the forum focuses on sustainable development, regional cooperation, and the future of tourism in the post-pandemic era.
ASEAN Tourism Forum 2026 is taking place from January 28 to 30 in Cebu and brings together around 5,000 delegates, including tourism ministers, representatives of national tourism organizations, and industry leaders from ASEAN member states and partner countries such as China, Japan, South Korea, India, Australia, and the United States. The event is one of the first major sectoral meetings under the Philippines’ ASEAN chairmanship, held under the theme “Navigating Our Tourism Future, Together.”
The forum’s programme includes the ASEAN Tourism Ministers’ Meeting and a conference focused on sector resilience, sustainability, emerging trends, and digital transformation. ATF 2026 also marks the launch of the ASEAN Tourism Sectoral Plan 2026–2030, a joint roadmap for tourism development in the region, aimed at strengthening inclusiveness and competitiveness.
A key component of the forum is TRAVEX 2026, the region’s largest B2B tourism trade exchange, bringing together more than 700 international buyers, sellers, and exhibitors. Delegates are also taking part in cultural events and familiarisation tours showcasing the heritage of Cebu and other regions of the Philippines. Organisers emphasise that selecting Cebu — a city with historical significance for ASEAN tourism cooperation — supports more balanced tourism development and strengthens local economies.
