Philippines to Lead Southeast Asia’s Tourism Growth in 2026: A Look at the Nation’s Plans for ASEAN Chairmanship

Published on December 27, 2025

When the Philippines takes over the prestigious ASEAN chairmanship in 2026, it will play a pivotal role in shaping the future of tourism in Southeast Asia. As the country prepares for a year of recovery in 2025, the Department of Tourism (DOT) remains optimistic and focused on revitalising the industry with a view to regional cooperation and leadership. This comes at a critical time for global tourism, as it navigates post-pandemic challenges, natural disasters, and shifting security perceptions.

In a statement issued on Christmas Day, the DOT outlined the country’s future plans, which include hosting major regional tourism events, improving infrastructure, and expanding collaboration efforts to maintain its position as a leading tourism destination in Southeast Asia.

ASEAN Chairmanship: A Chance for Leadership and Resilience

With the ASEAN chairmanship on the horizon, the Philippines is preparing to showcase its leadership and resilience in advancing tourism across the region. In 2026, the Philippines will host two key events that promise to boost its influence in global tourism discussions.

The first of these is the United Nations Tourism Global Forum on Gastronomy, set to take place in Cebu. This event will focus on the intersection of tourism and culinary culture, positioning the Philippines as a hub for gastronomic tourism. The event is expected to bring together global leaders, experts, and industry stakeholders to explore how food culture can be a driving force in sustainable tourism.

Additionally, the Philippines will host the ASEAN Tourism Forum (ATF) 2026, a critical annual event for tourism ministers, industry experts, and stakeholders in Southeast Asia. The ATF will be held from January 26 to 29 in Cebu, with one of its major outcomes being the ASEAN Tourism Strategic Plan. The Philippines will take on the responsibility of coordinating the strategic plan, demonstrating its commitment to the region’s tourism development.

Overcoming Challenges: The Road to Recovery in 2025

Despite the setbacks faced in 2025, the Philippines continues to stand resilient, with its tourism sector remaining a vital driver of the economy. The year saw sluggish recovery in inbound arrivals, due in part to disruptions caused by visa complications, natural calamities, security concerns, and limited air connectivity. However, these challenges have not deterred the country from forging ahead with its plans to restore and enhance its tourism infrastructure and services.

The natural calamities that affected various destinations in the Philippines served as a reminder of the vulnerability of the country’s tourism industry but also highlighted its strength. Tourism proved to be a source of hope for many communities, providing livelihoods, sustaining families, and offering a way for communities to rebuild in the face of adversity. The Department of Tourism emphasized that, despite these trials, the tourism sector remained a beacon of recovery and resilience.

Strengthening Infrastructure and Services for Future Growth

In its efforts to boost the tourism industry, the Philippine government has undertaken significant infrastructure development projects that aim to improve the overall visitor experience and make the country more accessible. The DOT has introduced several initiatives aimed at enhancing the travel experience for both locals and international visitors.

One of the key measures taken has been the establishment of Tourist Rest Areas (TRAs) across the country. These TRAs serve as safe and convenient spots for tourists, providing essential amenities such as restrooms, food stalls, and information services. The expansion of these facilities across major tourist destinations aims to ensure a comfortable and welcoming environment for travelers.

Additionally, the DOT has focused on digitalization to enhance accessibility and streamline services for tourists. This includes the launch of the Travel Philippines platform and the Tourist Call Centre, both of which aim to provide real-time travel information and assistance. These digital tools allow tourists to easily access important information about destinations, local regulations, and ongoing promotions, enhancing the overall experience.

To further improve the experience for travelers, the Philippines has also introduced its first transit tours. These short city tours are designed for layover passengers, offering them a chance to explore key attractions in Manila while waiting for their next flight. The addition of medical concierge services at the Ninoy Aquino International Airport also underscores the country’s commitment to providing a safe and seamless experience for international travelers.

Enhancing Hospitality Standards through Filipino Service Excellence

In addition to infrastructure development, the Department of Tourism has continued to prioritize the improvement of hospitality standards. Through the Filipino Brand of Service Excellence, the country is working to equip its tourism workforce with the necessary skills and values that reflect the best of Filipino hospitality. This programme has been instrumental in ensuring that the Philippines remains competitive in the global tourism market.

The Filipino Brand of Service Excellence focuses on providing training in customer service, cultural sensitivity, and technical skills, ensuring that the workforce is well-equipped to meet the needs of both local and international visitors. By emphasizing the importance of quality service, the DOT aims to maintain the Philippines’ reputation as one of the world’s top destinations for hospitality.

Looking Forward: A Bright Future for Philippine Tourism

As the Philippines prepares to take over ASEAN chairmanship and host major tourism events in 2026, there is renewed optimism in the tourism industry. While 2025 has presented its fair share of challenges, the country has shown resilience and adaptability in overcoming them.

The Philippines’ emphasis on improving infrastructure, digital services, and hospitality standards will undoubtedly contribute to its continued success as a tourist destination. Furthermore, the country’s active participation in regional initiatives such as the ASEAN Tourism Strategic Plan ensures that it will remain a key player in the future development of Southeast Asia’s tourism industry.

With a focus on sustainability, cultural preservation, and inclusivity, the Philippines is well-positioned to shape the region’s tourism future, providing visitors with an unparalleled experience of warmth, hospitality, and natural beauty.