Philippines Hosts ASEAN Tourism Forum
Johor Bahru, Malaysia – In a significant milestone for Philippine tourism, The Philippines formally accepted the chairmanship of the ASEAN Tourism Forum (ATF) 2026 during a ceremonial handover held at the Johor International Convention Center on January 20, 2025. The symbolic gavel was handed over to Secretary of Tourism Christina Garcia Frasco 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.
Secretary Frasco highlighted the warmth and hospitality of the Filipino people, along with the rich culture and stunning natural beauty that Cebu has to offer. She 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, where a new chapter of the ASEAN story will be written: a legacy of unity, sustainability, and prosperity for all. 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’ upcoming hosting of the ATF follows the country’s successful mounting of the 36th UN Tourism Joint Commission Meeting for the Asia Pacific and South Asia, as well as the inaugural UN Tourism Regional Forum on Gastronomy Tourism.
Alongside her participation in the ASEAN Tourism Forum 2025, Secretary Frasco served as vice chair at the 28th ASEAN Tourism Ministers’ Meeting, which was attended by tourism ministers from ASEAN member states Malaysia, Indonesia, Brunei, Singapore, Thailand, Cambodia, Timor Leste, and Vietnam, as well as representatives from Russia, Japan, India, and South Korea.
As the lead country coordinator for the development of the ASEAN Tourism Sectoral Plan (ATSP) Post-2025, Secretary Frasco presented updates and recommendations to fellow ministers aimed at fostering a tourism sector that drives equitable and sustainable economic growth for all. The ATSP envisions a tourism landscape that not only stimulates economic progress but does so in a manner that is equitable and sustainable.
The focus extends beyond quantity to quality – prioritizing convenience and safety in tourism, promoting longer stays and increased spending, all while safeguarding natural resources and honoring heritage and culture. The Philippines is committed 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 communities, driven by the principle of preserving the unique cultures and ecosystems that make the ASEAN a truly special place to visit.
The Philippines views ASEAN as a family united by a shared vision for the mutual prosperity of nations, perpetuating the notion that tourism is a force for good: transforming lives, sustaining livelihoods, forging friendships, creating memories etched in the hearts of all who come upon streets and shores.