The Philippines will take centre stage as host of the ASEAN Tourism Forum (ATF) 2026, set for 28 – 30 January 2026 in Cebu and Mactan.
As Southeast Asia’s flagship annual tourism gathering, ATF brings together government leaders, national tourism organisations, global buyers, travel professionals and media to strengthen regional cooperation and promote ASEAN as a unified destination.
ATF 2026 will highlight the Philippines’ commitment to advancing sustainable tourism, enhancing connectivity, and showcasing its diverse cultural and natural attractions. The event provides a strategic platform for discussing the region’s tourism agenda, accelerating recovery efforts, and fostering long-term partnerships across the travel and hospitality sectors.
At the centre of the programme is TRAVEX, the forum’s business-to-business marketplace. Here, ASEAN sellers and international buyers connect through scheduled appointments designed to generate new tourism business, strengthen commercial relationships and introduce fresh product offerings. Exhibitors from all ten ASEAN member states will present destination updates, new tour products, hospitality developments, and initiatives focused on responsible and experience-driven travel.
Alongside the trade component, ATF features ministerial meetings, tourism conferences, national press briefings and industry updates. These sessions allow delegates to gain insights into market trends, policy shifts, investment opportunities, digital transformation, and collaborative projects shaping the future of ASEAN tourism.
Cebu and Mactan serve as fitting hosts, offering a blend of cultural heritage, modern infrastructure, and world-class island hospitality. Delegates can expect official ceremonies, themed networking evenings, cultural showcases and culinary experiences that reflect the warmth and creativity of the Philippines.
A defining feature of ATF is its portfolio of pre- and post-event tours, giving participants the opportunity to explore Philippine destinations first-hand. These curated itineraries typically include heritage tours of Cebu City, island-hopping around Mactan and nearby provinces, resort visits, nature excursions, and encounters with community-based tourism initiatives. The tours allow buyers, exhibitors and media to experience the country’s tourism assets in an immersive and authentic way.
For the Philippines, hosting ATF 2026 is a significant milestone. It strengthens the country’s position within the ASEAN tourism landscape, supports its long-term tourism development goals, and showcases its readiness to welcome international visitors. For travel professionals, ATF offers an essential platform for business growth, destination discovery and regional cooperation.
Unravel Travel TV will cover ATF 2026 with on-site video features, interviews, and destination storytelling, highlighting key developments and showcasing the Philippines’ offerings to a global audience.
Official Website: https://atfphilippines.com
