The Philippines accepted the chairmanship of the ASEAN Tourism Forum (ATF) 2026, taking over from Malaysia.
The ceremonial handover at the Johor International Convention Center on Jan. 20, 2025, saw Tourism Secretary Christina Frasco receive the symbolic gavel from Malaysian Minister of Tourism, Arts and Culture Dato Sri Tiong King Sing.
“As the Philippines takes on the chairmanship of ASEAN 2026, I invite you to join us in the Philippines for the 29th ASEAN Tourism Ministers’ Meeting in Cebu in January 2026. It will be an opportunity not just to discuss policies, but to witness firsthand the immense potential for sustainable tourism growth in the region,” Frasco said.
The ATF 2026 will culminate in the 29th ASEAN Tourism Ministers’ Meeting, scheduled for January 2026 in Cebu. Preparatory meetings will be held in Manila and Boracay.
ATF 2026 will also include a TRAVEX trade show and various conferences, further enriching the program.
This follows the Philippines’ successful hosting of the 36th UN Tourism Joint Commission Meeting and the inaugural UN Tourism Regional Forum on Gastronomy Tourism.
Prior to the ATF 2026 handover, Frasco served as vice chair at the 28th ASEAN Tourism Ministers’ Meeting. As the lead country coordinator for developing the ASEAN Tourism Sectoral Plan (ATSP) Post-2025, she presented updates and recommendations to fellow ministers.
“The ATSP envisions a tourism sector that drives equitable and sustainable economic growth. We prioritize quality over quantity, focusing on convenience, safety, and longer stays while safeguarding our natural resources and cultural heritage,” she said.
