CEBU, Philippines – The Department of Tourism (DOT), together with the local governments of Cebu, are now beefing up its efforts ahead of the most-awaited Philippine hosting of the ASEAN Tourism Forum 2026.
In a press briefing on Wednesday (Jan. 14) organized by the Philippine Information Agency (PIA) Region VII, Tourism Secretary Christina Garcia Frasco underscored that hosting ATF will support Cebu’s tourism reinvigoration following the series of calamities that struck the province last year, and is anticipated to provide a unique opportunity for world leaders to discuss tourism-related issues and ways moving forward that would benefit travel and people-to-people exchange within the region.
“What a message to send to the world that despite everything that Cebu has been through, Cebu is ready, and Cebu is here to welcome the world with the most excellent hosting of the ASEAN Tourism Forum, which we hope can occur with all the preparations and all of the coordination that has been done between national, local government, and the private sector,” she said as part of a whole-of-government approach preparations with the Cebu Provincial Government and the Tri-City Governments of Lapu-Lapu, Cebu, and Mandaue.
“The Philippines’ hosting of the ASEAN is a premier opportunity for our country to showcase not just the beauty of the destinations but the richness of Philippine culture, vibrant heritage, and the world-class hospitality of the Filipino people,” the Tourism Chief added.
Cebu’s readiness and preparation efforts
With all preparations and coordination now in place, Cebu is ready to welcome more than 5,000 ASEAN delegates including ATF tourism ministers, senior officials, national tourism organizations, advocates, and leaders from across the ASEAN region, as well as delegates from around the world who are expected to attend the year-long high-level Ministerial, Senior Official and trade meetings as part of the Philippine chairship.
The Provincial Government of Cebu is backing preparations for the first ASEAN event in 2026, expressing confidence in the province as a destination for both regional and global visitors.
“Tourism remains a key driver of Cebu’s economy, and events like this help transcend our position as a leading tourism hub in the Philippines and Southeast Asia,” Cebu Provincial Tourism Officer Rowena Lu Montecillo said on behalf of Governor Pamela Baricuatro.
According to Angela Javier, Deputy Director-General of the ASEAN National Organizing Committee (NOC), the Philippines will host more than 600 meetings during its ASEAN chairmanship in 2026, including working groups, senior official meetings, ministerial meetings, and a leaders’ summit.
Meanwhile, Lapu-Lapu City is gearing up to enhance tourism investment and job opportunities in close collaboration with national government agencies to benefit from the ATF 2026.
“This opportunity for our city to strengthen our tourism, our international partnerships, our promotion of our tourism industry, create economic activity, and open doors for more investments and jobs,” said Lapu-Lapu City Mayor Ma. Cynthia “Cindi” King-Chan.
For its part, the City Government of Cebu has formed a task force dedicated to the beautification and restoration of heritage sites, including Magellan’s Cross and Fort San Pedro, as part of heritage tours for ATF delegates.
Mandaue City has also established a technical working group and conducted a series of meetings with various agencies to ensure effective preparation for ATF 2026.
According to the Police Regional Office Visayas, more than 9,000 police personnel will be deployed to ensure the safe hosting of the ASEAN 2026, including the forthcoming ATF 2026.
“We were able to have the support of the provinces and the tri-cities to make sure that the adjustments are made so that every aspect of the security preparation is suitable for our visitors and also our local attendees, and not just that, but also something that is suitable for the people of Cebu,” said PRO7 Chief Regional Community Affairs and Development Commission PCOL Kimberly Molitas.
Tourism’s multiplier effect
Beyond business, the ASEAN Tourism Forum aims to facilitate interactions between buyers from various regions and sellers from local Philippine destinations through a Travel Exchange (TRAVEX).
According to Secretary Frasco, the TRAVEX, the longest-running annual ASEAN leisure travel trade event, will host over 2,000 delegates, including ministerial and non-official delegations from 11 ASEAN Member States. The DOT’s attached agency, Tourism Promotions Board (TPB), reported that close to 600 international buyers have signified intent to conduct these business-to-business meetings with Philippine local sellers from hotels, resorts, travel and tour operators, and transport operators.
“Cebu’s hosting of the ASEAN Tourism Forum will see benefit to our tourism accommodations and establishments, our tourism transport, our aviation sector, all of the tourism frontliners and workers working in this sector, and of course, the multiplier effect can be felt in agriculture, in retail, in the creative industries,” said Secretary Frasco, affirming Cebu’s leadership and capacity to host world-class events.
According to her, the DOT’s chairship of the Committee on Hospitality, Tours, Site Enhancements, Events, has already trained over 10,000 tourism frontliners in various regions across the Philippines and conducted briefings with local tourism stakeholders, local government units, as well as government agencies in at least 9 of the host destinations.
“Specific to Cebu, the ASEAN Tourism Forum has seen regional office trained tourism frontliners here, from tourism transport operators to frontline personnel in hospitality, as well as to related sectors in tourism,” the Tourism Chief added.
The ATF is a cooperative regional effort to promote the ASEAN region as a single yet diverse tourist destination. ATF 2026 marks the 45th anniversary of the event since its inaugural edition in Malaysia in 1981, and almost a decade since the Philippines last hosted one in 2016.
Source: Philippine Department of Tourism