Quick Read
- The 45th ASEAN Tourism Forum (ATF) 2026 officially launched in Cebu, Philippines on January 28.
- Cebu City suspended all in-person classes for January 28-29 due to security measures for the event.
- The forum aims to generate significant economic, tourism, and investment benefits for the Philippines.
- Key events include high-level ministerial meetings, the launch of the ASEAN Tourism Sectoral Plan (ATSP) 2026-2030, and TRAVEX 2026.
- Approximately 5,000 delegates, including tourism ministers and industry leaders, are expected to attend.
CEBU (Azat TV) – The Philippines officially launched the 45th Association of Southeast Asian Nations (ASEAN) Tourism Forum (ATF) 2026 in Cebu today, positioning the nation at the forefront of regional tourism development and economic growth. Concurrently, Cebu City has suspended all in-person classes for January 28 and 29 to accommodate the influx of delegates and ensure public order during the high-profile international event.
The Department of Tourism (DOT) cited the ATF 2026 as a major milestone under the administration of President Marcos, aligning with the Philippines’ ASEAN chairship this year under the theme “Navigating Our Future, Together.” The forum is expected to draw approximately 5,000 guests from around the world, including tourism ministers, senior officials, and industry leaders from ASEAN member states and dialogue partners.
The Philippines’ Chairship and Economic Vision
As the lead agency for ATF 2026, the DOT emphasized that the forum serves as one of the first major sectoral events of the Philippines’ chairship, anchoring a full calendar of ASEAN-related meetings throughout the year. This sustained international attention is anticipated to generate significant economic, tourism, and investment benefits for the country.
Tourism Secretary Christina Garcia Frasco highlighted the dual importance of hosting the event. “Hosting the ASEAN Tourism Forum 2026 is both an economic opportunity and a strategic statement of the Philippines’ commitment to advancing a cooperative, forward-looking ASEAN tourism agenda with tangible benefits across our communities,” Secretary Frasco stated. She added that under the Marcos administration’s vision of tourism-driven economic development, the forum is designed to create jobs, stimulate local enterprises, attract investments, and showcase the Philippines’ readiness to lead on the regional stage.
Secretary Frasco also underscored the strategic decision to host ATF 2026 in Cebu, emphasizing the administration’s commitment to dispersing tourism growth beyond Metro Manila and accelerating development in other regions. This approach aims to ensure that the benefits of global tourism engagement are felt directly by local communities, from hotels and transport providers to micro, small, and medium-sized enterprises (MSMEs), artisans, and tour operators.
Key Events and Regional Cooperation
The ATF 2026 agenda is packed with high-level engagements designed to shape the future of ASEAN tourism. The forum will convene tourism ministers and senior officials of national tourism organizations (NTOs) for ministerial meetings, working group sessions, and policy discussions. A significant highlight includes the ASEAN Tourism Ministerial Meeting and the ASEAN Tourism Conference, both scheduled for January 29, which will address emerging trends, resilience, sustainability, and digital transformation within the tourism sector.
A critical outcome of the forum will be the launch of the ASEAN Tourism Sectoral Plan (ATSP) 2026-2030. Spearheaded by the Philippines as Lead Country Coordinator, the ATSP 2026-2030 outlines the region’s collective vision and plans for a sustainable and inclusive tourism industry. Beyond ASEAN member states, dialogue partners and stakeholders from China, Japan, South Korea, India, Russia, Australia, and the United States-ASEAN Business Council are expected to participate, opening new avenues for market access, air connectivity, and cross-border collaboration.
The DOT’s marketing arm, the Tourism Promotions Board (TPB), is leading TRAVEX 2026, ASEAN’s flagship tourism trade exchange. Scheduled from January 28 to 30 at the Mactan Expo, TRAVEX 2026 is anticipated to bring together over 700 international buyers, sellers, and decision-makers. Cultural showcases, such as “Paglantaw,” a heritage tour of Old Cebu, and “Bagani,” a cultural tour of Lapu-Lapu City, are also organized to provide delegates with firsthand experience of Philippine heritage and creativity.
Local Impact and Security Measures
The scale of the ATF 2026 has necessitated significant local adjustments, particularly in Cebu City. Following an official request from the Police Regional Office in Central Visayas, the Cebu City Mayor’s advisory announced the suspension of all in-person classes for public and private schools at every level, from preschool to tertiary institutions, on January 28 and 29. Schools have been advised to implement hybrid or modular learning during this period to minimize educational disruption.
The measure aims to safeguard students, educators, and residents while accommodating the arrival of high-ranking officials, including prime ministers and senior delegates from ASEAN member countries, and maintaining public order. The Police Regional Office highlighted the need for these security protocols to manage the significant logistical and security challenges posed by hosting such an event.
This marks the Philippines’ return as host for the ASEAN Tourism Forum nearly a decade after staging the event in 2016. The current hosting is seen as a reaffirmation of the country’s role as a trusted partner and leader in ASEAN tourism, advancing national tourism goals, strengthening regional solidarity, and driving sustainable growth for future generations of Filipinos.
The strategic decision to host ATF 2026 in Cebu, coupled with the immediate local impact of class suspensions, underscores the forum’s dual significance as both a critical regional policy event and a tangible driver of local economic and social adjustments.