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.
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.
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.
”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.
