Ten years after successfully hosting the ASEAN Tourism Forum (ATF), the Philippines is set to welcome the region’s flagship tourism event once again, with the ASEAN Tourism Forum 2026 to be held in Cebu.
Known as the “Queen City of the South,” Cebu is celebrated for its rich history, vibrant culture, pristine beaches, dramatic seascapes and world-class diving experiences. As host city, Cebu offers a compelling blend of heritage attractions, modern tourism infrastructure and strategic connectivity within the Visayas, providing an ideal backdrop to welcome tourism leaders, policymakers and industry stakeholders from across ASEAN and beyond.
A key highlight of ATF 2026 will be the ASEAN Travel Exchange (TRAVEX 2026), the region’s premier B2B platform that connects ASEAN tourism buyers and sellers under one roof. Designed to facilitate meaningful business engagement, TRAVEX enables participants to discover a diverse portfolio of destination products and services while forging new partnerships through highly efficient, pre-scheduled meetings.
TRAVEX 2026 will take place from 28 to 30 January 2026 in Mactan, Cebu, and will serve as the largest showcase of ASEAN tourism destinations, products and services in the world. The platform allows participants to pre-schedule up to 100 percent of their one-on-one business appointments, ensuring optimal use of time on the show floor. Business discussions extend beyond formal meetings into informal settings through hosted luncheons, dinners and late-night networking functions, encouraging deeper engagement among industry peers.
Delegates will also gain first-hand insights into the latest tourism developments, visitor statistics, future strategies, and new tourism products from all ten ASEAN member states. The programme further includes pre-show city tours and post-show visits to destinations across the Philippines, offering participants an opportunity to explore the country more intimately while experiencing its diverse tourism offerings. In addition, TRAVEX provides a valuable forum for exchanging ideas on current and future tourism trends, innovation and the evolving global tourism landscape.
With ATF 2026, the Philippines reaffirms its commitment to strengthening regional tourism cooperation and positioning ASEAN as a unified, competitive and sustainable tourism destination. Hosting the forum in Cebu highlights the country’s readiness to deliver a world-class event that seamlessly integrates business, culture and experiential travel, promising a dynamic and enriching experience for all participants.
