The Philippines will be the venue for the ASEAN Tourism Forum 2026.
Johor Bahru, Malaysia – In a momentous occasion that underscores the growing prominence of the Philippines in the global tourism landscape, Secretary of Tourism Christina Garcia Frasco officially accepted the distinguished chairmanship of the ASEAN Tourism Forum (ATF) 2026. This significant handover ceremony took place on January 20, 2025, at the impressive Johor International Convention Center, where delegates from various ASEAN nations gathered to celebrate this pivotal event.
Dato Sri Tiong King Sing, Malaysian Minister of Tourism, Arts and Culture hands over the symbolic gavel to Philippine Tourism Secretary Christina Garcia Frasco for the chairmanship and hosting of the ASEAN Tourism Forum (ATF) in 2026 during the closing ceremony of the ASEAN Tourism Forum in Johor Bahru, Malaysia, 20 January 2025.
The ceremonial gavel, a powerful symbol of leadership and responsibility, was graciously presented to Secretary Frasco by Dato Sri Tiong King Sing, the Malaysian Minister of Tourism, Arts and Culture. This gesture not only signifies the Philippines’ commitment to hosting this prestigious forum but also highlights its readiness to play a vital role in fostering collaboration and promoting tourism within the ASEAN community.
The upcoming ASEAN Tourism Forum (ATF) is gearing up to feature the much-anticipated ASEAN Tourism Ministers’ Meeting, scheduled to take place in the picturesque province of Cebu in January 2026. This important event will gather tourism leaders from across the ASEAN region to discuss strategies for enhancing tourism collaboration and growth.
In preparation for this prestigious gathering, a series of preparatory meetings are set to unfold in two key locations: Manila, the vibrant capital of the Philippines, and Boracay, renowned for its stunning beaches and tourist appeal. These preparatory sessions will play a crucial role in shaping the agenda and ensuring that the main meeting in Cebu successfully addresses the pressing issues and opportunities within ASEAN tourism.
“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.
She highlighted the warmth and hospitality of the Filipino people, along with the rich culture and stunning natural beauty that Cebu has to offer.
Secretary Frasco 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 of you, where we will write a new chapter of the ASEAN story: a legacy of unity, sustainability, and prosperity for all,” she added.
In addition to the ASEAN meetings, the Philippines will be hosting a vibrant TRAVEX trade show along with a series of insightful conferences as part of the upcoming ATF 2026. This prestigious event marks a significant moment for the country, following its successful organization of the 36th UN Tourism Joint Commission Meeting that brought together stakeholders from the Asia Pacific and South Asia.
Moreover, the Philippines recently made a mark by hosting the inaugural UN Tourism Regional Forum on Gastronomy Tourism, showcasing its rich culinary heritage and commitment to promoting sustainable tourism.
Philippines as Vice Chair
In conjunction with her active participation in the ASEAN Tourism Forum 2025, Secretary Frasco took on the role of vice chair during the 28th ASEAN Tourism Ministers’ Meeting. This significant gathering brought together tourism ministers from various ASEAN member states, including Malaysia, Indonesia, Brunei, Singapore, Thailand, Cambodia, Timor Leste, and Vietnam. The meeting also welcomed representatives from additional nations such as Russia, Japan, India, and South Korea, creating a rich tapestry of insights and collaboration.
As the appointed lead country coordinator for the development of the ASEAN Tourism Sectoral Plan (ATSP) Post-2025, Secretary Frasco took the opportunity to present crucial updates and strategic recommendations to her fellow ministers. Her focus was on fostering a resilient tourism sector that not only promotes economic growth but also ensures that this growth is equitable and sustainable for all involved. Through her advocacy and leadership, she aimed to inspire collective action toward a thriving tourism landscape that benefits every member state within the ASEAN framework.
“The ATSP envisions a tourism landscape that not only stimulates economic progress but does so in a manner that is equitable and sustainable. Our focus extends beyond quantity to quality – prioritizing convenience and safety in tourism, promoting longer stays and increased spending, all while safeguarding our natural resources and honoring our heritage and culture,” said Secretary Frasco.
She also emphasized the Philippines’ commitment 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 our communities, driven by the primordial principle of preserving the unique cultures and ecosystems that make the ASEAN a truly special place to visit.”
The Tourism Chief of the Philippines also called ASEAN a “family.” “United by a shared vision for the mutual prosperity of our nations, we perpetuate 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 our streets and shores.”
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