Philippines to Host the ASEAN Tourism Forum 2026 in Cebu, Showcasing its Leadership in Tourism Despite Challenges of this Year

Published on December 25, 2025

As the Philippines is set to host the prestigious ASEAN Tourism Forum 2026 in Cebu, its own Department of Tourism is very positive about what is ahead despite what it has encountered this 2025. Tourism Sec. Christina Frasco issued a statement today, Christmas Day, where she boasted that the Philippines is ready to lead in making the future of tourism for Southeast Asia.

The ASEAN Tourism Forum, slated to take place from January 26 to 29, 2026, is anticipated to attract major players of the tourism industry from the entire Southeast Asian region. This represents a major step towards a collective effort at promoting tourism as a regional economic growth factor. This meeting will offer a meeting ground for dialogue on how the industry can tackle challenges and realize opportunities for sustainable tourism development. This will be held at the same time as the Tourism Ministers’ Meeting.

Philippines Hosts United Nations Global Forum on Gastronomy

In addition to the ASEAN Tourism Forum, the Philippines is set to host another major event in 2026: the United Nations Tourism Global Forum on Gastronomy, also slated for Cebu. These events affirm the Philippines’ position as a leader in tourism in Southeast Asia, with a focus on gastronomy tourism as a major pillar of the country’s cultural and economic offerings.

Secretary Frasco emphasized the importance of these global platforms in showcasing the country’s resilience and leadership. She remarked that these events would bring worldwide attention to the Philippines’ tourism potential and gastronomic heritage, which is rich in flavors and culinary traditions. These high-profile forums will not only boost the country’s tourism profile but also provide opportunities for collaboration across the region to advance sustainable tourism practices.

Overcoming Challenges to Strengthen the Tourism Sector

While the Philippine tourism industry has shown resilience, the Department of Tourism acknowledges that 2025 presented a series of challenges. The country faced sluggish recovery in international arrivals due to various factors, including visa disruptions, natural calamities, security concerns, and limited air connectivity. These issues tested the tourism sector’s ability to bounce back and demonstrated how vulnerable the tourism industry can be to unforeseen events.

Despite these challenges, Secretary Frasco highlighted the significant role of tourism in the recovery of the Philippine economy, stating that tourism has been a source of hope and renewal. She underscored how the tourism sector helped sustain livelihoods, provided essential employment, and gave communities a sense of resilience and recovery after being severely impacted by these hurdles.

The DOT has implemented several initiatives to foster growth despite these obstacles, including expanding tourism infrastructure, improving accessibility for travelers, and enhancing tourist services through the Travel Philippines and Tourist Call Center. The country also introduced Tourist Rest Areas nationwide and launched its first-ever transit tours, giving visitors more options to explore the country while in transit. At Ninoy Aquino International Airport (NAIA), a medical concierge service was introduced to help travelers with medical needs, further enhancing the overall travel experience.

Strengthening Local Communities and Tourism Workforce

Another key initiative highlighted by Secretary Frasco is the continued focus on hospitality standards and service excellence. Through programs like the Filipino Brand of Service Excellence, the DOT has worked to equip the tourism workforce with the skills and values that reflect the best of Filipino hospitality. This effort is crucial for ensuring that the Philippines remains competitive in the regional and global tourism market by offering a superior and authentic travel experience.

At the grassroots level, the DOT launched the Tourism Champions Challenge, a program that empowers local government units (LGUs) to invest in their own tourism initiatives. This initiative has proven to be successful in promoting local tourism and giving communities the tools and resources to develop and market their own unique offerings. By supporting community-driven tourism projects, the DOT is helping foster sustainable tourism practices that benefit both local economies and visitors.

The Future of Tourism: Impact and Innovation

Looking to the future, Philippine tourism is poised for significant growth, driven by both global trends and innovative initiatives. As the ASEAN Tourism Forum and the UN Global Forum on Gastronomy bring international attention to the country, these events will further cement the Philippines’ role as a leader in sustainable tourism practices, gastronomy tourism, and cultural exchange.

The country’s focus on sustainable tourism and community-based initiatives will likely have a lasting impact on the Philippine economy, creating new opportunities for local communities and industries. As tourism becomes increasingly integrated with environmental sustainability, the Philippines is well-positioned to drive innovations in eco-tourism, cultural preservation, and inclusive growth.

Furthermore, the growth of digital tourism services and smart tourism solutions will provide new ways for the Philippines to engage with travelers. With its strong emphasis on technology and customer service, the country is preparing for a future where tourists have seamless, personalized experiences that enhance their stay while promoting sustainable practices.

Looking Ahead: A Bright Future for Philippine Tourism

Looking toward the future, Secretary Frasco expressed confidence in the potential for tourism to play a key role in the Philippines’ economic growth and cultural exchange. The country’s upcoming hosting of key international events like the ASEAN Tourism Forum and the United Nations Global Forum on Gastronomy will not only boost the Philippines’ standing as a tourism destination but also pave the way for the development of sustainable tourism across the region.

The Philippines’ tourism sector, under the leadership of the DOT, continues to build upon its resilience and growth, even in the face of adversity. The tourism recovery process is ongoing, and despite the difficulties of 2025, the country remains poised to lead in the promotion of sustainable tourism practices, cultural heritage, and gastronomy tourism. The upcoming forums will undoubtedly reinforce the Philippines’ commitment to building a sustainable and thriving tourism sector that benefits both locals and visitors alike.

Tourism as a Catalyst for Economic Growth

With the approaching ASEAN Tourism Forum in 2026 and the United Nations Global Forum on Gastronomy, it is imperative to note that the DOT continues to work towards ensuring that the future of tourism in this region is well established. In 2025, despite some challenges, the resilience and innovation of the Filipino tourism community have paved the way for a brighter and much more favorable future. Through these efforts, now is definitely the time for the Philippines to lead in this endeavor.

The future effects of tourism in the Philippines are also being assessed not only in terms of numbers but also in terms of making its way to become the benchmark of sustainable tourism around the world. In the future, with faster developments and innovations in the industry, the Philippines will continue to leave its mark as a thriving and sustainable tourism destination and as a source of growth and prosperity for the nation.