The Philippines will be the host for the ASEAN Tourism Forum (ATF) 2026, taking the place of Myanmar which has withdrawn from its hosting duties in the rotation.
This marks a significant milestone for Philippine tourism, with Secretary of Tourism Christina Garcia Frasco formally accepting the chairmanship of the ASEAN Tourism Forum 2026 during a ceremonial handover at the Johor International Convention Center on January 20, 2025. The symbolic gavel was passed on by Dato Sri Tiong King Sing, Malaysian Minister of Tourism, Arts, and Culture, signifying The Philippines’ commitment to hosting the prestigious event
This will be the second time the Philippines has advanced its hosting of ASEAN events in the history of the association. The first was in 2006 wherein Davao, with only around 6 months of preparation, stepped in to host the event in place of Myanmar. Despite the short notice, Davao organizers bedazzled participants and the event is still remembered as the one to beat.
The Department of Tourism announced that the highly anticipated ASEAN Tourism Ministers’ Meeting will be held in the province of Cebu in January 2026. Leading up to this important event, preparatory meetings will be held in Manila and Boracay.
In addition to the ASEAN meetings, the Philippines will also host a Travel Exchange (TRAVEX) trade show and various conferences as part of the ATF 2026. TRAVEX is a B2B platform that allows international buyers and ASEAN sellers to connect and explore a wide range of destination products and services.
Prior to the handover ceremony, at the ‘Love the Philippines Night’, Secretary Frasco extended a warm 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. 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.
The closing ceremony of ATF 2025 was attended by hundreds of delegates from around the globe, including tourism leaders and representatives from ASEAN member states, as well as Japan, Russia, China, and India, marking a significant gathering of tourism stakeholders in the region.