The Philippines will host the prestigious ASEAN Tourism Forum in 2026, taking over from Malaysia, which led this year’s event in Johor.
During the 2025 forum held in Johor, Malaysia, the Department of Tourism (DOT) formally accepted the responsibility, with Tourism Secretary Christina Garcia Frasco set to chair the gathering, succeeding Malaysia’s Minister of Tourism, Arts and Culture, Dato Sri Tiong King Sing.
The ASEAN Tourism Forum 2026 will take place in Cebu, with the preparatory meetings leading to the event held in Manila and Boracay.
“As the Philippines assumes the Chairmanship of ASEAN in 2026, I invite you to join us in Cebu for the 29th ASEAN Tourism Ministers' Meeting in January 2026,” Frasco said in a statement addressed to ASEAN nations and partners. “It will be an opportunity not just to discuss policies, but to witness firsthand the immense potential for sustainable tourism growth in the region,” she added.
The recent six-day event, held from January 15 to 20, featured the 28th Meeting of ASEAN Tourism Ministers.
Achievements
During the meeting, officials reported a 70-percent completion of activities under the ASEAN Tourism Strategic Plan 2016–2025 and began planning the sector's roadmap for the next five years.
The member states committed to enhancing regional collaboration for a more sustainable, resilient, and competitive tourism sector, emphasizing post-pandemic recovery.
In 2024, ASEAN welcomed over 123 million visitors, marking a 30.6-percent increase from 2023. The rise was attributed to eased visa policies and expanded tourism offerings.
The ministers highlighted the importance of strengthening sustainable tourism, or ecotourism, and described it as "a driving force for economic growth, cultural preservation, and environmental conservation in ASEAN."
ASEAN members are also focused on addressing connectivity gaps in second- and third-tier tourism destinations and leveraging digital marketing to promote tourism.
Open for tourists
This year's forum attracted 323 buyers, 221 sellers, 221 exhibitors, and 100 media representatives, also serving as a marketplace for business deals and product launches.
As the Philippines prepares to host the 2026 forum, Frasco emphasized that the event would showcase the country's tourism model, which fosters collaboration between communities, businesses, and the government. It will also highlight the renowned warmth and hospitality of the Filipino people.
“The Philippines, with its spirit of hospitality and deep sense of community, stands ready to open its pristine shores to all of you, where we will write a new chapter of the ASEAN story: a legacy of unity, sustainability, and prosperity for all,” she added.
ASEAN, which consists of Brunei, Cambodia, Indonesia, Laos, Malaysia, Myanmar, the Philippines, Singapore, Thailand, and Vietnam, also engages with global partners such as Japan, Russia, China, and India.
Photo Courtesy: PNA
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