ASEAN Tourism Forum 2026

The ASEAN Tourism Association (ASEANTA), in partnership with the Tourism Promotions Board (TPB) Philippines, once again hosted the annual ASEANTA Tourism Awards of Excellence last January 28 at the JPark Island Resort in Lapu-Lapu City. The ceremony celebrated the region’s most impactful achievements in a night dedicated to excellence, innovation, and sustainable growth.

This year’s theme, “Honoring ASEAN’s Best in Tourism Excellence. Your Story. ASEAN’s Stage,” underscored the importance of individual narratives in shaping the collective identity of the region. Eddy Krismeidi Soemawilaga, ASEANTA president, emphasized the high standards met by this year’s recipients.

*ASEANTA president Eddy Krismeidi Soemawilaga*

“The awardees represent the very best of ASEAN tourism—from sustainability leadership and cultural preservation to innovative marketing and world-class visitor experiences,” Soemawilaga stated. He further noted that these achievements demonstrate how individual destination excellence can drive a positive, ripple-effect impact for the entire ASEAN region.

Marga Montemayor-Nograles, COO of TPB Philippines, spoke to the spirit of the evening, noting that the gathering was “a moment for the ASEAN community to come together as one, honoring the pioneers whose work uplifts local destinations and empowers communities”.

This year’s winners of the 35th ASEANTA Tourism Awards of Excellence:

Best ASEAN Convention Centre: SMX Convention Centre, Philippines
Best ASEAN Cultural Preservation Effort Award: Borneo Nature Tours Sdn Bhd, Malaysia
Best ASEAN Eco-Lodge: Borneo Nature Tours Sdn Bhd, Malaysia
Best ASEAN Hotel Package: Lotus Desaru Beach Resort & Spa, Malaysia
Best ASEAN Marketing & Promotional Program: AirAsia MOVE, Malaysia
Best ASEAN New Tourism Attraction Award: Enchanted Kingdom Inc., Philippines
Best ASEAN Sustainability Program: Sudamala Resorts, Indonesia
Best ASEAN Tour Operator: CSL Travel & Tours, Cambodia
Best ASEAN Travel Article: Shroff Travel, Philippines

As the industry looks toward the future, the ASEANTA Tourism Awards are expected to generate a lasting impact by encouraging regional players to continuously refine their services and sustainability practices. With a legacy spanning more than three decades, it remains one of the most respected regional accolades.

The 35th edition, which coincided with the ASEAN Tourism Forum 2026, continued this tradition by spotlighting organizations and individuals whose initiatives have set new benchmarks for quality and responsible development across ASEAN.

THE PHILIPPINES officially welcomed the Southeast Asian tourism ministers, together with 271 buyers from 50 countries, 124 sellers, 222 exhibitors, and members of the international media as the ASEAN Tourism Forum (ATF) 2026 opened on January 28 at the historic Liberty Shrine in the Island of Mactan, Cebu.

The ceremony commenced with the traditional banging of the gong led by Department of Tourism Secretary Christina Garcia-Frasco. Following this symbolic gesture, the Secretary was joined by her fellow tourism ministers from across the ASEAN member states for the symbolic ASEAN handshake, signaling the start of the region’s most influential tourism event.

*Lapu-Lapu City Mayor Ma. Cindy K. Chan*

First Lady Liza Araneta-Marcos graced the program, standing alongside the visiting ministers for a commemorative photo that captured the spirit of regional solidarity. The evening was further enriched by cultural performers from Cebu, who captivated the delegates with song and dance numbers that showcased the island province’s heritage and storied past.

During the event, Frasco delivered the keynote message on behalf of President Ferdinand R. Marcos Jr., highlighting the significance of the forum’s long-standing history.

”We are committed to advancing our collective interests and to steering our region toward shared growth. This year is especially meaningful as the ATF marks its 45th year since its inauguration in Malaysia in 1981,” she said.

*Frasco leads the ceremonial banging of the gong*

The Secretary further noted that a major milestone of this year’s forum is the completion and adoption of the ASEAN Tourism Sector Plan 2026-2030. This roadmap is designed to set a unified course for sustainable and inclusive tourism, aiming to enrich visitor experiences and empower local enterprises to ensure the region remains a global leader in travel.

During her welcome remarks, Lapu-Lapu City Mayor Ma. Cindy K. Chan emphasized that tourism’s impact extends far beyond simple numerical data.

Cultural performances by Cebuano artists

*DOT regional directors at the historic Mactan Shrine*

”Tourism is more than an economic sector. It sustains livelihood, supports local economy and enterprises, preserves cultural heritage, and strengthens community identity. When guided by sustainability and inclusion, tourism becomes a force that benefits both visitors and host communities,” said Mayor Chan.

This year marks the third time the Philippines has hosted the ATF, following successful runs in Davao City in 2006 and Manila in 2016. Over the decades, the forum has evolved into a vital platform for cooperation, fostering the partnerships and policies that position tourism as a primary driver of opportunity for Southeast Asian economies.

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WANDERLUST | Tourism stars honored at 35th ASEANTA Tourism Awards

ASEAN Tourism Forum 2026 Opens at Historic Mactan Shrine in Cebu