As chair of the Association of Southeast Asian Nations (ASEAN) this year, the Philippines is hosting many government, private sector and NGO meetings across several locations. These will bring sustained international attention, visitor traffic and business activity to the country.
ATF – TRAVEX 2026 kicked off the series with great flair, friendship and style.
“Hosting the ASEAN Tourism Forum 2026 is both an economic opportunity and a strategic statement of the Philippines’ commitment to advancing a cooperative, forward-looking ASEAN tourism agenda with tangible benefits across our communities,” said tourism secretary Christina Garcia Frasco.
She said Cebu’s selection as host destination highlighted the government’s commitment to dispersing tourism growth beyond Metro Manila and accelerating development in the regions.
“By hosting ATF 2026 in Cebu, we are bringing the benefits of global tourism engagement directly to our local communities — from hotels and transport providers to micro-, small- and medium-sized enterprises, artisans and tour operators,” she added.
The Department of Tourism (DOT) was the lead agency for ATF 2026, held at NUSTAR Convention Center in Cebu City. It brought together ASEAN tourism ministers, senior officials of NTOs and industry bodies for high-level meetings, working group discussions and industry engagements.
Australia was among six dialogue partner countries at the meetings, as ASEAN sought to expand “opportunities for market access, air connectivity and cross-border collaboration” said the DOT.
This supported the ATF 2026 theme of “Navigating Our Tourism Future, Together”.
The Tourism Promotions Board (TPB) Philippines led the flagship TRAVEX 2026 held at the newly-built Mactan Expo Center (MEC) in Lapu-Lapu City on Mactan island — its first major international exhibition.
TRAVEX drew 270 buyers from 50 countries (65 per cent from APAC), 339 exhibiting delegates representing 261 companies and organisations and 70 international and local media. The exhibition was spread across the three halls of the 2,500m2 MEC.
Philippine exhibitors dominated the show floor, colourful booths and buntings enhancing their prominence. They represented the gamut of the hospitality, travel and tourism industry, along with government bodies.
Malaysia also had a strong presence, as state tourism bodies and trade participants promoted Visit Malaysia 2026. F&B and handicraft stalls drew interest, as did performances such as with teh tarik (pulled tea).
“TRAVEX showcases the diversity and maturity of ASEAN tourism offerings. It is a platform that brings together not only destinations and products but also aspirations, partnerships and shared responsibility for the future of tourism in our region,” said Frasco.
“TRAVEX 2026 reinforced the Philippines’ position as a capable MICE destination,” said TPB, and hosting it in Cebu reflected the country’s “readiness to deliver efficient, credible and results-oriented trade events”.
However, although the organisers strove to put on a good show, several buyers expressed disappointment at the small number of exhibitors from other ASEAN countries.
The Indonesian pavilion had 12 exhibitors while Cambodia, Thailand and Vietnam each had seven. Moreover, Singapore and Brunei were absent again.
But Dr Edward Koh, executive director of the international group HQ and Oceania for Singapore Tourism Board, expressed commitment to the next ATF in Singapore in January 2027.
“As the host nation during ASEAN’s 60th anniversary, Singapore will facilitate discussions on six decades of regional partnership and the continued evolution of ASEAN as a sustainable, inclusive and resilient tourism destination,” he told micenet.
