Each year, the Association of Southeast Asian Nations (ASEAN) organises a major Tourism Forum. According to the event’s rotation, Myanmar was to host the event in 2026 but the country withdrew from that duty and thus a new host had to be found.
During the closing ceremony of the ASEAN Tourism Forum (ATF) 2025 in Malaysia, the Philippines formally accepted to host the 2026 edition of the event. At the Johor International Convention Center, Philippines Tourism Secretary Christina Garcia Frasco formally accepted that hosting duty from this year’s host, Malaysia’s 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 on 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,” Secretary Frasco said.
As the host of the tourism forum, the Philippines will also organise preparatory events in Manila and Boracay, different ASEAN meetings and the TRAVEX trade show.
“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”, Frasco continued.
During the Tourism Ministers’ Meeting, Frasco also spoke about the ASEAN Tourism Sectoral Plan (ATSP) 2026-2030 as the lead country coordinator. That plan promotes a sustainable and resilient region through stronger cooperation, according to a press statement by ASEAN. ASEAN member states Malaysia, Indonesia, Brunei, Singapore, Thailand, Cambodia, Timor Leste and Vietnam were present during the meeting, as were representatives from Russia, Japan, India and South Korea.
“The ATSP envisions a tourism landscape that not only stimulates economic progress but does so in a manner that is equitable and sustainable. Our focus extends beyond quantity to quality – prioritising convenience and safety in tourism, promoting longer stays and increased spending, all while safeguarding our natural resources and honouring our heritage and culture,” said Secretary Frasco. “United by a shared vision for the mutual prosperity of our nations, we perpetuate the notion that tourism is a force for good: transforming lives, sustaining livelihoods, forging friendships, creating memories etched in the hearts of all who come upon our streets and shores.”
