The Philippines once again took center stage in regional tourism as it successfully hosted the 45th ASEAN Tourism Forum (ATF) 2026 and TRAVEX (Travel Exchange) in January at the Mactan Expo Center in Lapu-Lapu City, Cebu. The event marked another milestone for the country, showcasing not only the beauty of its destinations but also the warmth and professionalism of Filipino hospitality on an international stage.
Guided by the theme “Navigating Our Tourism Future Together,” ATF 2026 brought together ASEAN member states and global tourism stakeholders for a week of collaboration, dialogue, and partnership. The forum reinforced regional unity while advancing conversations on sustainability, resilience, and the future direction of Southeast Asian travel.
The TRAVEX Opening Ceremony set an energetic and culturally rich tone, with Filipino performances welcoming delegates from across the region. Leading the opening were Department of Tourism Secretary Ma. Cristina G. Frasco, ASEANTA President Eddy Kirsmeidi Soemawilaga, Tourism Promotions Board COO Ma. Margarita M. Nograles, Indonesian Minister of Tourism Widiyanti Putri Wardhana, along with representatives from ASEAN member states and local government officials. Their ceremonial walk through the exhibition hall officially opened ATF TRAVEX 2026, signaling the start of productive exchanges and renewed partnerships.
As the forum’s business hub, TRAVEX 2026 featured 222 ASEAN exhibitors, 271 international buyers from 50 countries, and 124 Philippine sellers representing hotels, resorts, tour operators, and travel agencies nationwide. Supported by airlines, government agencies, and MICE venues, the trade floor became a dynamic marketplace connecting Philippine tourism stakeholders to global opportunities.
The official Opening Ceremony of ATF 2026 took place at the historic Mactan Shrine, graced by the presence of First Lady Liza Araneta Marcos. Against this symbolic backdrop, traditional Filipino performances highlighted the country’s cultural depth. Tourism Secretary Cristina G. Frasco formally welcomed delegates and delivered the keynote address on behalf of President Ferdinand R. Marcos Jr., followed by the ceremonial gong sounding and the traditional ASEAN handshake, officially inaugurating the forum.
Beyond the trade exchange, the week-long program included Cebu destination pre-tours, hosted luncheons, the ASEANTA and ASEAN Tourism Standards Awards Night, and networking dinners organized by regional tourism boards and private sector partners.
ASEAN National Tourism Organization (NTO) Media Briefings allowed member states including the Philippines, Vietnam, Indonesia, Singapore, Timor-Leste, Malaysia, Cambodia, and Laos to present key developments, visitor data, and emerging tourism products.Business-to-business meetings throughout the forum facilitated strategic partnerships and future collaborations, reinforcing ASEAN’s shared vision for a connected and sustainable tourism industry.
The forum concluded on January 30, 2026, with a Closing Ceremony at the NUSTAR Convention Center, where ASEAN Chairmanship was formally handed over to Singapore for 2027. The evening closed with dynamic performances celebrating Filipino and Cebuano heritage, capped by a special OPM performance from Christian Bautista.
ATF 2026 reaffirmed Cebu’s position as a premier MICE destination and the Philippines’ readiness to host world-class international events.At JUAN Philippines, we are proud to be part of this journey returning, reconnecting, and representing the Philippines with confidence on the ASEAN tourism stage.
Article & Photos by Tricia Lyn Cruz
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