JOHOR BAHRU, MALAYSIA – A momentous chapter unfolds for Philippine tourism as the country proudly accepts the chairmanship of the ASEAN Tourism Forum (ATF) 2026. The ceremonial handover, held on January 20, 2025, at the Johor International Convention Center, saw Philippine Secretary of Tourism Christina Garcia Frasco receiving the symbolic gavel from Dato Sri Tiong King Sing, Malaysian Minister of Tourism, Arts and Culture.
With this handover, the Philippines is poised to take the spotlight as the host of ATF 2026, which will include the highly anticipated 29th ASEAN Tourism Ministers’ Meeting in Cebu. The event, scheduled for January 2026, promises to be a showcase of regional unity and tourism excellence. Preparatory meetings will unfold in Manila and Boracay, setting the stage for a transformative year in ASEAN tourism.
“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,” Secretary Frasco said.
She highlighted the warmth and hospitality of the Filipino people, along with the rich culture and stunning natural beauty that Cebu has to offer. Secretary 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, where we will write a new chapter of the ASEAN story: a legacy of unity, sustainability, and prosperity for all,” she added.
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.
The Philippines’ chairmanship of the event follows its successful hosting of the 36th UN Tourism Joint Commission Meeting for the Asia Pacific and South Asia and the inaugural UN Tourism Regional Forum on Gastronomy Tourism, demonstrating the country’s capability to lead large-scale international events.
Secretary Frasco, who also served as vice chair at the 28th ASEAN Tourism Ministers’ Meeting, reaffirmed the country’s dedication to regional collaboration. Presenting updates on the ASEAN Tourism Sectoral Plan (ATSP) Post-2025, she underscored the importance of building a tourism industry that prioritizes quality over quantity, emphasizing longer stays, increased spending, and environmental preservation.
“The ATSP envisions a tourism landscape that stimulates economic growth in an equitable and sustainable way,” Secretary Frasco explained. “We are committed to promoting a tourism experience that safeguards our natural resources while honoring our cultural heritage.”
For Secretary Frasco, ASEAN is more than a regional bloc—it is a family bound by a shared vision. “Tourism is a force for good: transforming lives, sustaining livelihoods, forging friendships, and creating memories etched in the hearts of all who walk upon our streets and shores,” she said.
She also emphasized the Philippines’ commitment to work with its ASEAN neighbors to build a sustainable tourism industry, “where tourism is not only about counting visitors but measuring their spending, contributions, and impact upon our communities, driven by the primordial principle of preserving the unique cultures and ecosystems that make the ASEAN a truly special place to visit.”
