Cebu Gears Up for ASEAN Tourism Forum : New Major Milestone for Southeast Asian Travel

Published on January 7, 2026

In a move that has been much awaited by the tourism sector, Cebu is set to stage the ASEAN Tourism Forum (ATF) 2026 from January 26 to 30 next year. With a purposeful commitment to promote Southeast Asia as a united tourism destination, this tourism event is set to assemble more than a thousand participants, including around 500 high-ranking officials from ASEAN. To be staged in Cebu City and Mactan Island, this tourism gathering will be a venue towards encouraging cooperation, forging tourism linkages, and pursuing the future of tourism in Southeast Asia.

Streamlined Preparations for a Smooth Event
Leading the coordination efforts for the event, Cebu Gov. Pamela Baricuatro and Cebu City Mayor Nestor Archival held a key meeting at the Capitol Gallery to synchronize preparations for the forum. The agenda of the meeting primarily focused on streamlining logistics, ensuring seamless inter-agency collaboration, and addressing various key factors that will contribute to the smooth conduct of the event.

One of the primary concerns discussed was the effective coordination of logistics to ensure the timely and smooth transportation of delegates. From airport arrivals to venue transport, Cebu is determined to create a welcoming and organized environment for the esteemed guests attending the event.

Security Measures and VIP Protection
A key component of the meeting also involved addressing the security protocols for visiting dignitaries, including ASEAN foreign ministers and their spouses. Gov. Baricuatro emphasized the importance of ensuring the safety and security of these VIP delegates during both official functions and personal engagements. The security measures will be aligned with diplomatic standards to guarantee a secure and well-protected environment throughout the event.

Medical Assistance and Health Protocols
In addition to security, health and safety protocols have been put in place for the event. Gov. Baricuatro directed the Department of Health Region 7, led by Director Dr. Joshua Brillantes, to form specialized medical teams. These teams will be on standby to provide medical assistance to delegates during the forum. The coordination between local authorities and the provincial government ensures that the health and well-being of all participants are safeguarded throughout the event.

A Collaborative Effort
The coordination meeting also saw the participation of various national government agencies. These agencies, which form part of the organizing committees, include the Department of Tourism (DOT), Philippine National Police (PNP), Department of the Interior and Local Government (DILG), Armed Forces of the Philippines, Department of Public Works and Highways (DPWH), Department of Trade and Industry (DTI), Department of Social Welfare and Development (DSWD), Department of Foreign Affairs (DFA), and other stakeholders. The collaboration among these agencies highlights the importance of a united front in ensuring the success of the event.

Tourism Impact and Promotional Opportunities
For Cebu and the broader Philippine tourism industry, the ASEAN Tourism Forum represents a golden opportunity to showcase the region’s rich culture, history, and natural beauty. As part of the event, delegates will be treated to curated tours that highlight Cebu and nearby destinations. These experiences include a heritage tour of Cebu City, island hopping in Lapu-Lapu City, leisure activities in northern Cebu, and a visit to southern Cebu’s heritage sites. In addition, the famous Bojo River experience in Aloguinsan and the sardine run in Moalboal will offer a glimpse of the region’s vibrant marine life, while Kawasan Falls in Badian and a culinary and leisure tour in Bohol will further showcase the region’s diverse offerings.

Increased Regional Cooperation and Tourism Strategies
The ASEAN Tourism Forum is ASEAN’s premier annual gathering, involving tourism ministers, government officials, and stakeholders from all 11 member states—Brunei, Cambodia, Indonesia, Laos, Malaysia, Myanmar, the Philippines, Singapore, Thailand, Vietnam, and Timor-Leste. The event serves as a platform for regional cooperation, fostering relationships between ASEAN member countries and discussing tourism strategies that will promote sustainable travel in the region.

The forum also features TRAVEX, a business exchange component that enables exhibitors to connect with international buyers. This facet of the forum aims to enhance tourism marketing efforts and create more business opportunities for destinations across Southeast Asia. Additionally, ministerial meetings will focus on important issues such as sustainability, digital transformation, and the future of tourism.

Long-Term Impact on Cebu and Southeast Asia
The hosting of the ASEAN Tourism Forum 2026 in Cebu is expected to have lasting effects on the region’s tourism industry. The event will not only bring significant international attention to Cebu but will also inspire greater investments in tourism infrastructure, services, and facilities. It will allow Cebu and other Philippine destinations to demonstrate their potential as world-class tourism hubs, attracting more visitors in the coming years.