The ASEAN Tourism Forum (ATF) 2026, incorporating the ASEAN Travel Exchange (TRAVEX), concluded successfully in Cebu, Philippines, reaffirming Southeast Asia’s collective commitment to building a resilient, inclusive, and future-ready tourism industry. The forum was officially inaugurated on Jan 28 with an opening ceremony led by Tourism Secretary Maria Esperanza Christina Frasco, with the presence of First Lady Louise Araneta-Marcos, underscoring the Philippines’ strong commitment to advancing regional tourism cooperation and integration. Hosted in one of the country’s most vibrant island destinations, ATF 2026 brought together public- and private-sector stakeholders from across ASEAN and key international markets. The event served as a vital platform to strengthen partnerships, unlock new business opportunities, and articulate a shared roadmap for the future of ASEAN tourism.
As a host destination, Cebu proved to be an inspired and strategic choice, seamlessly blending accessibility, infrastructure, and authentic Filipino hospitality. Known as the “Queen City of the South,” Cebu showcased the Philippines’ tourism strengths—from world-class beach resorts and rich marine biodiversity to a deep cultural legacy and a fast-growing MICE ecosystem. Its well-connected international airport, modern convention facilities, and experienced hospitality workforce ensured the smooth delivery of an event of ATF’s scale and significance. TRAVEX 2026 emerged as a powerful marketplace, attracting over 600 hosted and international buyers from key source markets across Asia-Pacific, Europe, the Middle East, and the Americas. The return of large-scale, face-to-face business engagement since the Covid-19 era reinforced trust, confidence, and momentum across the regional tourism industry. TRAVEX continued to serve as a launchpad for new products, partnerships, and destination initiatives, enabling sellers to gauge market response and align offerings with evolving global travel trends.
A defining highlight of ATF 2026 was its comprehensive destination marketing programme, designed to position ASEAN as a unified yet diverse tourism bloc. National Tourism Organisations (NTOs) from across the region delivered high-impact, experience-driven showcases through purpose-built pavilions, destination presentations, and immersive visual storytelling. These initiatives highlighted both iconic attractions and emerging destinations while introducing new tourism circuits to the global trade. Several NTOs adopted story-led marketing approaches, placing emphasis on culture, gastronomy, wellness, nature, and community-based tourism rather than standalone products. Live cultural performances and curated experiences further reinforced ASEAN’s depth, diversity, and shared identity.
The Philippines spotlighted Cebu as a strategic tourism and connectivity hub, emphasising its accessibility, pristine beaches, cultural heritage, and expanding portfolio of world-class resorts and MICE infrastructure. Delegates participated in curated familiarisation programmes and cultural evenings that demonstrated Cebu’s ability to deliver authentic, high-quality visitor experiences while promoting responsible tourism practices. Beyond commercial exchange, ATF 2026 played a critical role in shaping ASEAN’s tourism strategy for the coming years. Ministerial meetings, policy dialogues, and industry forums focused on building a more resilient and sustainable tourism ecosystem. Key priorities included sustainable and regenerative tourism, protection of natural and cultural assets, community empowerment, capacity building, and stronger cross-border collaboration to manage visitor flows and reduce environmental impact.
Connectivity and facilitation also featured prominently in discussions, with industry leaders emphasising the need for improved air connectivity, simplified visa regimes, harmonised travel standards, and seamless intra-ASEAN travel to encourage multi-destination journeys across the region. A recurring theme throughout ATF 2026 was collaboration—between governments, private enterprises, communities, and regional bodies. ASEAN’s strength lies in its ability to present a collective identity while celebrating the unique character of each member state, a cooperative spirit reflected in joint promotions, regional branding efforts, and shared commitments articulated during the forum.
As global travel demand continues to evolve, ATF 2026 reaffirmed ASEAN’s readiness to adapt, innovate, and lead. With strong buyer participation, impactful destination marketing, and a clearly articulated vision for sustainable growth, the Cebu edition successfully set the tone for the region’s tourism trajectory.
