THE PHILIPPINES successfully hosted the ASEAN Tourism Forum (ATF) 2026, which concluded on January 30, marking a significant milestone for regional travel as the Philippines officially passed the chairmanship to Singapore for 2027.
The forum, held under the theme “Navigating Our Tourism Future, Together,” brought together an estimated 5,000 delegates to the island province of Cebu, including tourism ministers, industry leaders, and senior officials from ASEAN member states and dialogue partners such as China, Japan, South Korea, India, and Russia.
The week-long event featured a high-stakes itinerary of ministerial meetings and the TRAVEX (Travel Exchange), where hundreds of buyers and sellers engaged in business-to-business sessions aimed at solidifying the region’s status as a unified global destination.
During the ministerial sessions, Department of Tourism Secretary Christina Garcia Frasco delivered the landmark announcement that ASEAN tourism has officially surpassed its pre-pandemic peaks. In 2025, the region recorded approximately 144 million international visitor arrivals, slightly edging out the 143.6 million record set in 2019. Frasco attributed this robust recovery to aggressive marketing, diversified travel offerings, and significantly enhanced regional connectivity.
To sustain this growth, ASEAN ministers ratified a new strategic roadmap designed to position Southeast Asia as a high-quality, seamless destination. The plan emphasizes a “hub-and-spoke” model, initially connecting infrastructure-ready hubs before expanding tourism benefits to secondary locations.
This collaborative approach includes joint promotional tours to attract long-haul travelers; niche marketing focusing on specific segments, like luxury and adventure; and a “connectivity pilot” program to link emerging, off-the-beaten-path destinations.
The closing ceremony, held at Nustar Convention Center, served as both a policy wrap-up and a cultural celebration. Secretary Frasco, in her keynote speech, underscored the importance of the ASEAN Tourism Standards Awards, which were presented during the final evening. The awards recognized various ASEAN tourism enterprises for their commitment to quality and sustainability.
”We spoke carefully about the future of tourism,” Frasco told the audience. “Through the ASEAN Tourism Standards Awards, we affirm that quality and excellence matter. Standards protect travelers, safeguard communities, and honor the places and the people that we hold.”
The evening concluded with a vibrant display of Cebuano heritage, featuring the Pasigarbo sa Sugbu cultural presentation and performances by renowned Filipino artists, including balladeer Christian Bautista.
The ceremony provided a fitting finale to the forum’s goal of moving the region forward through unity and responsibility. The success of ATF 2026 stands as a testament to ASEAN’s resilience and its readiness to lead the global tourism stage.
