CEBU, Philippines — In a sign of renewed confidence in Southeast Asia’s travel economy, the ASEAN Tourism Forum (ATF) will convene in the Philippines in early 2026, bringing tourism ministers, business leaders and international buyers to the island of Cebu for one of the region’s most consequential tourism gatherings in years.

Scheduled from Jan. 27 to Feb. 4, 2026, ATF 2026 comes as governments across Southeast Asia seek to balance rapid tourism recovery with sustainability, digital transformation and regional cooperation. Officials from the Association of Southeast Asian Nations (ASEAN) describe the forum as a critical platform for presenting the bloc as a single, competitive destination rather than a collection of individual markets.

A Marketplace for Recovery and Reinvention

At the commercial heart of the forum is TRAVEX, the ASEAN Travel Exchange, which will run from Jan. 28 to Jan. 30. The trade marketplace is expected to host hundreds of pre-scheduled, one-to-one meetings between ASEAN tourism sellers — including national tourism boards, hotels, tour operators and destination managers — and buyers from Europe, the Middle East, East Asia and North America.

Photo: Guidetothephilippines

International tour operators have increasingly pointed to Southeast Asia’s rebound as uneven but promising. European travel associations, in recent regional briefings, have cited ASEAN’s improved air connectivity and growing demand for experiential and eco-focused travel as reasons for renewed investment. Asian outbound markets, particularly Japan and South Korea, have echoed similar optimism, emphasizing safety, digital booking infrastructure and sustainability credentials.

Policy, Sustainability and the Future of Travel

Beyond deal-making, ATF 2026 will host a regional tourism conference bringing together policymakers, economists and industry experts to debate issues shaping global travel: climate resilience, community-based tourism, artificial intelligence in travel planning and the long-term impact of shifting traveler demographics.

The Department of Tourism (DOT) has said preparations will emphasize sustainability standards and inclusive growth. Philippine tourism officials have framed the forum as a chance to demonstrate how emerging destinations can grow without repeating the excesses of pre-pandemic mass tourism.

Regional tourism analysts note that this message aligns with broader ASEAN priorities. Governments from Indonesia to Vietnam have recently introduced policies aimed at dispersing visitors beyond major hubs, protecting marine ecosystems and increasing tourism’s contribution to local livelihoods.

Photo: Wikipedia

Cebu’s Moment on the Regional Stage

For Cebu, long regarded as the Philippines’ gateway to the Visayas and southern islands, hosting ATF is both symbolic and strategic. The province combines world-class beach resorts, historic sites dating back to early Spanish settlement, and a strong reputation for meetings and conventions. It is also home to vibrant cultural traditions, most famously the Sinulog Festival, which tourism officials say reflects the city’s blend of heritage and modernity.

Pre- and post-forum tours will showcase Cebu’s beaches, dive sites, heritage churches and culinary scene, offering buyers a firsthand look at how secondary destinations can compete globally.

A Unified Pitch to the World

Cultural showcases and networking events will underscore ASEAN’s diversity, with countries such as Brunei, Cambodia and Myanmar presenting eco-tourism, heritage routes and community-led experiences. Organizers say the goal is not competition within the bloc, but collaboration — encouraging multi-country itineraries and shared marketing strategies.

As global tourism continues its uneven recovery, ATF 2026 is being positioned as more than a trade show. It is, regional officials say, a statement of intent: that Southeast Asia plans to grow smarter, greener and more united.

For the Philippines, and for Cebu in particular, the forum offers a rare chance to shape that narrative — and to remind the world that ASEAN’s future as a tourism powerhouse will be written together. (hz)