The Philippines is preparing to take centre stage in the regional tourism calendar as it hosts the ASEAN Tourism Forum (ATF) 2026, with the main event scheduled for 28 to 30 January 2026 in Cebu, and preparatory meetings in Manila and Boracay. At the helm of this milestone moment for the country is the Hon. Christina Garcia Codilla Frasco, Secretary of Tourism of the Republic of the Philippines, whose leadership is shaping the nation’s tourism sector.
From Local Governance to National Leadership
Secretary Frasco was appointed by President Ferdinand Marcos Jr. in June 2022 as Secretary of Tourism. Her political journey began at the local level, serving as the Mayor of Liloan, Cebu, where she was recognised for her forward-thinking governance, championing community empowerment, and harnessing tourism as a catalyst for sustainable development. This grounding in grassroots leadership has strongly influenced her national vision: tourism that benefits not only international arrivals and investors but also the communities that sustain and protect the Philippines’ destinations.
A Vision for Philippine Tourism
A Vision for Philippine Tourism
Since assuming office at the Department of Tourism (DOT), Secretary Frasco has advanced a comprehensive strategy to modernize and diversify the nation’s tourism offering. Key initiatives have includes:
- Tourism Infrastructure and Accessibility: Advocating for improved connectivity, from airports and seaports to roads and digital platforms.
- Sustainability and Culture: Elevating heritage, gastronomy, and eco tourism experiences alongside mainstream leisure travel.
- Investment and Innovation: Promoting digitalisation, tourism training, and foreign direct investment into hospitality, MICE, and transport.
- Community Empowerment: Ensuring that local voices, artisans, and entrepreneurs are integrated into tourism value chains.
Her tenure has been marked by an emphasis on resilience and recovery, as the Philippines emerged strongly from the global pandemic, recording robust arrivals growth, renewed international air services, and a reinvigorated domestic travel market.
at UN Tourism event
Hosting ASEAN Tourism Forum 2026
The decision to award ATF 2026 to the Philippines underscores the nation’s strategic importance in Southeast Asia. For Secretary Frasco, the opportunity is as much about showcasing the country as it is about leading ASEAN’s collective voice on tourism policy.
“The Philippines is honoured to welcome ASEAN’s tourism leaders, buyers, and stakeholders to Cebu in 2026. This is not only a platform to highlight our world-class destinations but also to strengthen regional cooperation, encourage sustainable practices, and position ASEAN as a globally competitive tourism hub,” she has noted in recent public statements.
The ATF 2026 programme will spotlight Cebu, the historic and economic powerhouse of the Visayas, renowned for its beaches, dive sites, heritage, and culinary scene. Meanwhile, Manila, the bustling capital, and Boracay, one of the world’s most celebrated island destinations, will host preparatory meetings, ensuring a multi-city showcase of Philippine hospitality and infrastructure.
A Regional and Global Advocate
Beyond ATF 2026, Secretary Frasco has positioned the Philippines as an active player in regional and global tourism platforms, collaborating with UN Tourism, ASEAN partners, and international investors. Her work champions inclusivity, highlighting the need to empower women, young professionals, and local communities within tourism growth.
Her leadership has also resonated internationally, with the Philippines increasingly recognised not only for its natural beauty and culture but also as a strategic MICE and investment destination in the Asia-Pacific region.
Looking Ahead
As the countdown begins for ASEAN Tourism Forum 2026, all eyes will be on Cebu — and on Secretary Christina Garcia Codilla Frasco. With her combination of local roots, national vision, and regional advocacy, she is shaping the Philippines’ tourism journey at a pivotal time. ATF 2026 will be both a showcase and a statement: the Philippines is ready to welcome the world, and under Secretary Frasco’s stewardship, it intends to play a leading role in charting the future of ASEAN tourism.
Christina Garcia Codilla Frasco, Secretary of Tourism of the Republic of the Philippines, at the (UNWTO) General Assembly in Samarkand, Uzbekistan
Christina Garcia Frasco, Secretary of Tourism of the Philippines at WTM in London
