In a major milestone for Philippine tourism, the Philippines, represented by Secretary of Tourism Christina Garcia Frasco, officially accepted the chairmanship of the ASEAN Tourism Forum (ATF) 2026 during a ceremonial handover at the Johor International Convention Center on January 20, 2025. The symbolic gavel was passed to Secretary Frasco by Dato Sri Tiong King Sing, the Malaysian Minister of Tourism, Arts, and Culture, marking the Philippines’ commitment to host this prestigious event.
The ATF 2026 will feature the highly anticipated ASEAN Tourism Ministers’ Meeting, which will take place in Cebu in January 2026. Preparatory meetings leading up to this important gathering will be held in Manila and Boracay.
“As the Philippines assumes the Chairmanship of ASEAN in 2026, I invite you to join us for the 29th ASEAN Tourism Ministers’ Meeting in Cebu. This will not only be an opportunity to discuss key policies but also to experience firsthand the vast potential for sustainable tourism growth in the region,” Secretary Frasco said.
She emphasized Cebu’s unique qualities, noting the warmth and hospitality of the Filipino people, its rich culture, and the region’s stunning natural beauty.
“Cebu exemplifies unity, showcasing what can be achieved when communities, businesses, and governments come together to create a tourism model that is both profitable and responsible,” Secretary Frasco added.
The Philippines is poised to offer more than just the ASEAN meetings. The ATF 2026 will also feature a TRAVEX trade show and various conferences, further solidifying the country’s role in advancing tourism in the region.
The Philippines’ successful hosting of the 36th UN Tourism Joint Commission Meeting for the Asia Pacific and South Asia, as well as the inaugural UN Tourism Regional Forum on Gastronomy Tourism, paved the way for this significant responsibility.
Philippines as Vice Chair at ASEAN Tourism Forum
In addition to leading the 2026 ATF preparations, Secretary Frasco served as vice chair at the 28th ASEAN Tourism Ministers’ Meeting. This meeting was attended by tourism ministers from ASEAN countries, including Malaysia, Indonesia, Brunei, Singapore, Thailand, Cambodia, Timor Leste, and Vietnam, along with representatives from Russia, Japan, India, and South Korea.
As the lead country coordinator for the development of the ASEAN Tourism Sectoral Plan (ATSP) Post-2025, Secretary Frasco presented updates and recommendations to her fellow ministers to foster a tourism sector that promotes equitable and sustainable economic growth.
“The ATSP envisions a tourism landscape that not only drives economic progress but does so in a way that is both equitable and sustainable. Our focus extends beyond quantity, emphasizing quality—prioritizing convenience, safety, and longer stays while preserving our natural resources and honoring our heritage,” said Secretary Frasco.
She further stressed the Philippines’ commitment to collaborating with ASEAN partners to build a sustainable tourism industry, one that measures success not just by the number of visitors, but by their economic impact on local communities and their contribution to preserving the region’s rich cultures and ecosystems.
Secretary Frasco also referred to ASEAN as a “family.” “United by a shared vision for mutual prosperity, we prove that tourism is a powerful force for good—transforming lives, sustaining livelihoods, and fostering lasting memories for everyone who visits our streets and shores,” she concluded.
