The 45th ASEAN Tourism Forum (ATF) 2026 brought the region’s tourism fraternity together in Cebu, Philippines, reaffirming ASEAN’s position as a unified and future-focused tourism destination. Hosted by the Philippines, the multi-day forum served as a vital platform for dialogue, collaboration, and business exchange among tourism leaders, industry stakeholders, and media from across the world.
A key highlight of ATF 2026 was TRAVEX (Travel Exchange), ASEAN’s longest-running travel trade event, held alongside the forum. Hosted at the Mactan Expo Center, TRAVEX featured a large-scale travel trade exhibition showcasing airlines, hotels, resorts, tour operators, national tourism organisations, and destination management companies from all 11 ASEAN member states. The exhibition floor buzzed with pre-scheduled business meetings, networking sessions, and destination presentations, reinforcing ASEAN’s collective tourism strength.
As host nation, the Philippines, through the Tourism Promotions Board Philippines and the Department of Tourism, positioned Cebu as a strategic and welcoming venue, highlighting the country’s commitment to sustainable, inclusive, and resilient tourism development. The Philippines Tourism Promotions Board and Department of Tourism outlined plans to strengthen connectivity and promote diverse experiences across the country. Viet Nam National Authority of Tourism highlighted destination recovery and strong international interest driven by cultural and nature-based tourism. Indonesia’s Ministry of Tourism shared updates on destination diversification and experiential travel offerings.
On the second day, Singapore Tourism Board emphasized innovation, quality tourism, and premium experiences. Timor-Leste’s Ministry of Tourism presented its growing focus on sustainable and community-led tourism development. Tourism Malaysia highlighted regional promotions and cross-border travel opportunities, while Cambodia’s Ministry of Tourism focused on heritage-led tourism growth. Lao PDR’s Ministry of Culture and Tourism underlined efforts to promote slow travel and nature-based experiences.
With strong participation from buyers, exhibitors, and media, ATF 2026 and TRAVEX reinforced ASEAN’s shared vision of navigating the future of tourism together—through collaboration, resilience, and regional unity.
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