Cebu, Philippines – The 45th ASEAN Tourism Forum (ATF) officially opened today in Cebu, placing the region at the center of global tourism discussions. National Tourism Organisations (NTOs) gathered for high-level meetings and ministerial dialogues as part of the week-long programme.
Over 1,000 delegates are expected to participate in more than 30 meetings, business sessions, educational forums, and networking events, highlighted by ATF TRAVEX, the forum’s flagship three-day travel trade exhibition. The event has also drawn significant media attention, with nearly 100 international and local journalists covering developments, announcements, and trends shaping ASEAN tourism.
Designed to drive meaningful business connections, ATF TRAVEX 2026 allowed exhibitors and buyers to pre-schedule up their appointments prior to arrival. The exhibition attracted 271 buyers from 50 countries and territories, spanning Asia, Europe, the Americas, and the Middle East, including Argentina, Australia, China, France, Germany, India, Japan, Singapore, the United Kingdom, the United States, and Viet Nam, among others.
“TRAVEX showcases the diversity and maturity of ASEAN tourism offerings. It is a platform that brings together not only destinations and products but also aspirations, partnerships, and shared responsibility for the future of tourism in our region,” said Tourism Secretary Christina Garcia Frasco, affirming that the travel trade event is more than a business but an opportunity that leads to tangible outcomes, lasting collaborations, and a stronger ASEAN tourism community.
This year, ATF TRAVEX is held at the newly inaugurated Mactan Expo Centre, marking the venue’s first major international tourism exhibition. Purpose-built for large-scale trade events, the facility offers 2,600 square meters of exhibition space, along with dedicated meeting and function rooms. Its selection underscores Cebu’s rising profile as a M.I.C.E. (Meetings, Incentives, Conventions, and Exhibitions) destination and highlights the Philippines’ capacity to host high-profile regional and international events.
The theme of ATF 2026, “Navigating Our Tourism Future, Together,” emphasizes ASEAN’s collective commitment to collaboration and shared progress amid a rapidly evolving global tourism landscape. It highlights the importance of regional cooperation, knowledge exchange, and inclusive partnerships in fostering sustainable growth.
The TRAVEX Opening Ceremony featured vibrant Filipino cultural performances, warmly welcoming delegates, followed by an official walk-through of the exhibition hall led by senior government officials and ASEAN representatives, formally inaugurating ATF TRAVEX 2026.
As host, the Philippines extends a warm welcome to delegates in Cebu, providing a platform for dialogue, business exchange, and partnership-building. Through a comprehensive programme of meetings, trade engagements, and networking events, ATF 2026 aims to strengthen regional connectivity, enhance destination competitiveness, and support a future-ready, inclusive tourism sector for ASEAN.
ATF TRAVEX will run until January 30, and will be followed by post-show tours for qualified foreign buyers and media. Six curated complimentary tours will be provided, allowing delegates to explore the Philippines’ wealth of destinations – from pristine beaches and island resorts to vibrant gastronomy, cultural, and heritage sites, to country’s top tourist destinations like Clark, Pampanga & Manila, Bohol, Davao, Dumaguete, Siquijor, Coron, and El Nido Palawan.
