As the Philippines takes the helm as ASEAN Chair for 2026, Cebu takes up the international spotlight as the host of the 45th ASEAN Tourism Forum (ATF).
Philippine President Ferdinand R. Marcos Jr. opened ATF 2026 with a call for ASEAN member states to advance sustainable and inclusive tourism, framing it as central to the region’s shared growth.
In remarks delivered by Tourism Secretary Christina Frasco, Marcos highlighted the ATF’s steady legacy since its founding in 1981, describing tourism as both a “driver and opportunity for economies and communities”.
Anchored by the theme “Navigating Our Future, Together”, the Philippines’ ASEAN chairmanship is guided by five strategic thrusts under the banner SAIL ASEAN: strengthening trade and investment linkages; accelerating digital transformation; integrating ASEAN’s MSME development agenda; leveraging the creative economy and innovation; and advancing sustainable and inclusive growth.
Among these priorities, Marcos underscored sustainable and inclusive growth as a cornerstone of the Philippines’ commitment to ASEAN, positioning it as critical to advancing collective regional interests and shared growth.
This spirit is reflected in the ASEAN Chairmanship 2026 logo, which features the balangay, a traditional Filipino boat historically used to carry communities across open waters and borders. “It reminds us that ASEAN has always been our region that moves forward together, sailing on as one fleet towards a common horizon,” Marcos said.
A key milestone under the ATF, he added, is the completion and adoption of the ASEAN Tourism Sector Plan 2026-2030, which lays out a unified roadmap for the region’s tourism development.
The plan aims to enhance visitor experiences, empower tourism enterprises, and keep ASEAN competitive globally, while remaining environmentally responsible and people-centred.
“When tourism is inclusive it becomes empowering. When policies are carried out with care, they become sustainable,” Marcos said. “Let our discussions lead to actions, and our cooperation bring lasting benefit to our people.”
The opening ceremony, held at the Mactan Shrine, was attended by ASEAN tourism ministers, including representatives from newest member Timor-Leste. Senior government officials from China, India and South Korea were also present, along with Philippine First Lady Liza Araneta-Marcos.
Cebu City continues to take centre stage as it hosts a series of high-level ASEAN meetings, beginning with ATF 2026 and the ASEAN Foreign Ministers’ Retreat, from 26-30 January. Running concurrently with ATF is the ASEAN Travel Exchange (TRAVEX), which flagged off on 28 January over a three-day meet at the newly opened Mactan Expo in Lapu-Lapu City.
Singapore will assume the ASEAN chairmanship and host of ATF 2027.