Cebu to host the ASEAN Tourism Forum 2026
With the theme “Shaping the Future of Tourism Together”, the ASEAN Tourism Forum (ATF) 2026 is regarded as the largest event within the framework of tourism cooperation among member states of the Association of Southeast Asian Nations. The event will take place from January 28–30 in the Philippines.
This year, Cebu has been selected as the host city for the ASEAN Tourism Forum 2026. Cebu is often referred to as the Queen City of the southern Philippines.
Sharing the reasons for choosing Cebu as the host of ATF 2026, Philippine Undersecretary of Tourism Verna Esmeralda Buensuceso noted that the selection of Cebu carries special historical significance. In 1990, Cebu was the venue for the signing of a ministerial-level agreement on ASEAN tourism cooperation—one of the early milestones affirming that Southeast Asia could develop as a cooperative region rather than as separate competing destinations.
At the same time, Cebu has left a strong impression on visitors from around the world thanks to its rich system of historical relics, diverse natural landscapes, beautiful beaches and compelling ocean exploration journeys, clearly reflecting the tourism identity of the Philippine archipelago.
The selection of Cebu as the host city for the ASEAN Tourism Forum 2026 carries special historical significance. In 1990, Cebu was the venue for the signing of a ministerial-level agreement on ASEAN tourism cooperation—one of the early milestones affirming that Southeast Asia could develop as a cooperative region rather than as separate competing destinations.
Philippine Undersecretary of Tourism Verna Esmeralda Buensuceso
For many international visitors, Cebu is not merely a destination but also a microcosm through which one can see how the Philippines tells its tourism story to the region and the world.
It can be seen that Cebu possesses all the necessary conditions to become a regional tourism dialogue space, with its rich heritage foundation, developed tourism infrastructure and strategic location in the Visayas region—connecting major tourism flows of the Philippines and ASEAN.
The ASEAN Tourism Forum 2026 will mark a phase in which Southeast Asian countries gradually recover and transform strongly after the Covid-19 pandemic, moving towards more intense competition on the global tourism map.
Continuing to spread the timeless beauty of Viet Nam as a destination
Bringing to ATF 2026 the message “Viet Nam – Timeless Charm”, the Viet Nam tourism brand demonstrates an increasingly refined approach, introducing to a wide audience tourism experiences that harmoniously combine core values with a contemporary spirit.
Many key product lines will be promoted to business partners as well as international visitors, including coastal and island tourism, culture, nature and urban tourism, all placed within a new development trajectory.
In addition, a number of complementary tourism products will also be widely introduced, such as golf tourism, medical tourism, wellness tourism and MICE tourism—segments that are reshaping the spending structure of ASEAN and international travellers.
The Viet Nam National Authority of Tourism noted that Viet Nam’s tourism sector’s proactive and systematic preparation to participate in ATF 2026 is of particular significance, especially in the context that the entire sector has just concluded 2025 with very strong growth results, recognised by the Government and the Prime Minister as one of the bright spots of the economy.
According to the plan, at ATF 2026, the delegation of the Viet Nam National Authority of Tourism will organise a press conference on Viet Nam tourism to introduce tourism development trends, mechanisms and policies, as well as new products and services. At the same time, information will be disseminated on Viet Nam’s investment attraction policies and visa incentives, enhancing awareness of the image and brand of Viet Nam tourism.
The delegation will also participate in the booth at the TRAVEX International Travel Exchange, promoting the Viet Nam tourism brand in association with destinations and products aligned with the preferences of international visitors and key markets within the ASEAN region.
From the perspective of regional cooperation architecture, ATF 2026 aims to build ASEAN as a unified yet multifaceted destination, while enhancing the visibility of ASEAN as a tourism space with increasingly distinct competitiveness in the Asia-Pacific region. Through this, intra-regional tourism will be promoted and additional international visitor flows attracted to member countries.
