Tourism Secretary Christina Garcia-Frasco has officially declared Cebu fully prepared to host the prestigious ASEAN Tourism Forum (ATF) in January 2026. The announcement, made during a press conference at Shangri-La Mactan on Wednesday, January 14, 2026, signals a major milestone for the province as it gears up to welcome thousands of international delegates.
Major Economic Boost Post-Calamities
Secretary Frasco emphasized that the forum is strategically timed to help reinvigorate Cebu's local economy, which has faced challenges from recent twin disasters. She highlighted that the event's activities, particularly the ATF Travel Exchange (Travex), will serve as a direct conduit for economic benefits by connecting international buyers with local Philippine tourism sellers.
"Cebu is ready, and Cebu is here to welcome the world with the most excellent hosting of the Asean Tourism Forum," Frasco stated confidently. The hosting is expected to attract more than 5,000 participants overall, including those from additional meetings scheduled alongside the main forum.
Extensive Preparations and Manpower Training
A cornerstone of the readiness plan is the comprehensive training of the Philippine tourism workforce. To ensure world-class service, more than 10,000 tourism front-liners from various regions across the archipelago have already undergone specialized training programs.
Government and tourism officials presented a united front at the press conference, detailing coordinated efforts on multiple fronts. Key figures in attendance included:
- Deputy Director-General Angela Javier of the ASEAN National Organizing Committee
- Cebu Provincial Tourism Office head Rowena Lu Montecillo
- Cebu City Tourism officer Anne Marie Vestil
- Lapu-Lapu City Mayor Ma. Cynthia 'Cindi' Chan and City Tourism head Garry Lao
- Mandaue Investment Promotion Tourism Office head Christian Cabahug
- Police Col. Kimberly Molitas of PRO 7
Their collective focus is on delivering a smooth, safe, and welcoming event through critical upgrades in infrastructure, enhanced traffic management, systematic clearing operations, and robust security protocols.
Philippines Assumes ASEAN Leadership
The 2026 forum holds added significance as it coincides with the Philippines' fifth assumption of the ASEAN chairmanship. As host nation, the Philippines will preside over ASEAN leaders' summits, ministerial meetings, and related dialogues throughout the year, playing a pivotal role in shaping the regional bloc's agenda.
The ATF 2026 in Cebu is scheduled to run from January 27 to 30, 2026, with core activities from January 28-30. The Travex component alone is projected to draw over 1,000 delegates, a number anticipated to swell to at least 2,000 when ministerial and non-official delegations are included. This event is poised to refocus global attention on Cebu's dynamic and resilient tourism landscape, marking a powerful comeback on the world stage.
