Cebu to Host ASEAN Tourism Forum , Highlighting the Philippines as a Prime Destination

Published on November 29, 2025

From January 27 to February 4 2026, the Philippines will host the 45th ASEAN Tourism Forum (ATF); this will be the most notable achievement to date for the country’s tourism industry. The event will gather ASEAN tourism ministers and senior officials, National Tourism Organisations (NTOs), exhibitors, overseas buyers, and media on the Promotion of the ASEAN Region for a Single Integrated Tourism Marketplace and Destination.

The ATF is one of the most notable tourism events in Southeast Asia, and aims to promote unity and collaboration in ASEAN tourism. The ATF provides opportunities for networking and discussing tourism marketing in various ASEAN countries. The attention of this year’s forum will focus on the Philippines, particularly on Mactan and Cebu, as tourism ‘hot spots’ in the Country.

The ASEAN Tourism Forum 2026 | A Milestone Event for the Country and the Region

The ASEAN Tourism Forum is a one-of-a-kind event in the world. The Philippines hosting the ASEAN Tourism Forum is a testament to the Tourism capabilities of the country and its growing prominence as a tourism destination within the ASEAN Community and its commitment to tourism development in collaboration with its fellow ASEAN partners.

The ATF 2026 will take place in Mactan, Cebu, a popular tourist destination with beautiful beaches, luxury resorts, and a rich cultural background. The selection of Mactan reflects its status and potential as one of the most outstanding tourist locations in the Philippines. The forum will give international professionals in the tourism sector the opportunity to experience first-hand and promote the region’s tourist potential vis a vis Cebu and the nearby islands.

Travex: The Heart of the ASEAN Tourism Forum.

Travex is the most important segment of the ASEAN Tourism Forum. It is the travel-trade segment of the event scheduled on January 28 to 30, 2026. Travex is a 3-day program that will allow tourism stakeholders in the ASEAN member countries to meet with hosted buyers and the media. It will be a combination of several networking sessions and exhibitions, cultural presentations, and other activities that will consolidate business partnerships and promote growth in the ASEAN tourism industry.

Exhibitors from the ASEAN member states will present their respective offerings to international buyers in hopes of establishing mutually beneficial partnerships to enhance regional tourism. These buyers, who are pre-qualified to meet with exhibitors, have the potential to influence tourism inflow to ASEAN destinations.

Travex will also provide international delegates with the opportunity to engage in activities designed to showcase the rich and varied cultures of ASEAN. These activities will serve to promote and protect the rich cultural and artistic traditions of the member states while providing the delegates with new and meaningful experiences.

Pre-Show and Post-Show Tours: The Philippines

Beyond the business-related activities, the ATF will also permit delegates to participate in pre-show and post-show tours designed to showcase the Philippines. A total of Five pre-show tours and Eight post-show tours will be available to customers and delegates while to promote the array of beautiful beaches, islands, resorts, and historical and cultural sites of the country.

The Philippine Island tours will highlight the remarkable diversity of tourism on offer across the unique Philippine Islands and world famous tourism spots, including beaches, remarkable diving locations, and historic relics in Boracay, Palawan, and Cebu. While traveling on the Philippine Islands with the Delegates, they will experience Philippine culture and visit notable historic sites, including Intramuros, the heritage sites of the Banaue Rice Terraces, and multiple UNESCO World Heritage sites. These Philippine Island tours will promote and advertise the Philippines as a potential hot travel destination abroad to international media and travel industry professionals.

The Philippines’ Economic Impact and Opportunities

The Cebu hosting of the ASEAN Tourism Forum 2026 will draw a great number of international tourism professionals, media, and visitors, as well as exhibitors and buyers. The Forum will have a great economic impact on the tourism and hospitality industry in the region. The expected influx of visitors, tourism industry professionals and exhibitors will stimulate and strengthen the economic activity of hospitality and tourism businesses in Cebu and in Mactan.

The event has allowed Philippine tourism officials to showcase the country’s varied offerings to potential international clients and allow them to more easily include Philippine tourism destinations in their travel plans. The hospitality, natural beauty, and cultural richness of the Philippines will be showcased and discussed, resulting in potential new tourism markets and increased international interest.

Additionally, it is expected that the forum’s results will provide new business prospects for the Philippines, positioning it as a leading country for both tourism and travel. The ASRF will provide the necessary contacts and ASRF will provide the necessary contacts to build the country’s tourism for the foreseeable future.

Prospective Tourism Expansion in Cebu and Mactan

Cebu and Mactan have attracted and are expected to continue attracting more international interest as a result of the ASEAN Tourism Forum’s success in 2026. This will cement their role as key tourism centers in Southeast Asia. The event will also improve infrastructure, tourism activities, and local attractions to meet the expected requirements of international clients.

Cebu’s stunning beaches and flourishing cuisine have attracted multitudes, especially international travellers, to relish and engage in Cebu’s cultural history. ATF 2026 provides an opportunity to demonstrate and market Cebu’s ability to host major international events and further showcase its tourism industry abroad.

Conclusion

Cebu, Mactan ATF 2026 will be an important milestone in tourism for the ASEAN community and will promote the Philippines within the ASEAN framework as a key tourism destination. Cebu is ready to demonstrate to the world its culture, history, and agriculture. For countless international and local tourism entrepreneurs, the Mactan Cebu 2026 will open numerous trade opportunities in tourism focused on providing visitors with an authentic cultural experience to the Philippines. Cebu has the opportunity to showcase its beautiful beaches along with its improving tourist infrastructure.