In a significant milestone for Philippine tourism, The Philippines represented by Secretary of Tourism Christina Garcia Frasco formally accepted the chairmanship of the ASEAN Tourism Forum (ATF) 2026 during a ceremonial handover held at the Johor International Convention Center in Malaysia recently.
The symbolic gavel was handed over by Dato Sri Tiong King Sing, Malaysian Minister of Tourism, Arts and Culture, marking The Philippines’ commitment to host this prestigious event.
The ATF is set to include the highly anticipated ASEAN Tourism Ministers’ Meeting, which will convene in the province of Cebu in January 2026.
Meanwhile, the preparatory meetings leading to the most prestigious gathering in ASEAN will be held in Manila and Boracay.
During her remarks at the “Love the Philippines Night”, Frasco expressed an enthusiastic invitation to fellow ASEAN nations and partners.
“As the Philippines takes on the Chairmanship of ASEAN 2026, I invite you to join us in the Philippines for the 29th ASEAN Tourism Ministers’ Meeting in Cebu on January 2026.”
“As the Philippines takes on the Chairmanship of ASEAN 2026, I invite you to join us in the Philippines for the 29th ASEAN Tourism Ministers’ Meeting in Cebu on January 2026. It will be an opportunity not just to discuss policies, but to witness firsthand the immense potential for sustainable tourism growth in the region,” the tourism chief said.
The tourism head highlighted the warmth and hospitality of the Filipino people, along with the rich culture and stunning natural beauty that Cebu has to offer.
In her speech, Frasco emphasized that “Cebu is a hallmark of unity – evincing what can happen when communities, businesses, and governments come together to create a tourism model that is both profitable and responsible”.
“The Philippines, with its spirit of hospitality and deep sense of community, stands ready to open its pristine shores to all of you.”
“The Philippines, with its spirit of hospitality and deep sense of community, stands ready to open its pristine shores to all of you, where we will write a new chapter of the ASEAN story: a legacy of unity, sustainability, and prosperity for all,” she added.
The closing ceremony of ATF 2025 was attended by hundreds of delegates from around the globe, including tourism leaders and players from ASEAN member states, as well as Japan, Russia, China, and India, marking a significant gathering of tourism stakeholders in the region.
Aside from the ASEAN meetings, a TRAVEX trade show, and various conferences will also be hosted by the Philippines as part of the ATF 2026.
