Cebu, Philippines, December 18, 2025 / TRAVELINDEX / The Philippines is preparing to host the ASEAN Tourism Forum (ATF) 2026, with Cebu confirmed as the host destination for Southeast Asia’s most influential annual tourism and travel-trade event. As ASEAN’s flagship tourism platform, ATF convenes tourism ministers, national tourism organisations, international buyers, destination marketers, hospitality groups, and global media to strengthen ASEAN’s position as a unified and competitive tourism region.

The 2026 edition carries added strategic importance as the Philippines assumes the ASEAN Chairmanship, reinforcing its leadership role in regional tourism cooperation and policy direction.

A Strategic Platform for ASEAN Tourism Trade
Since its launch in Malaysia in 1981, the ASEAN Tourism Forum has evolved into one of the region’s most effective platforms for tourism policy dialogue and commercial exchange. Over more than four decades, ATF has facilitated market access, product development, and cross-border collaboration among ASEAN member states.

Returning to the Philippines ten years after it last hosted the forum, ATF 2026 underscores the country’s renewed focus on trade-driven growth, sustainability, and long-term regional partnerships.

Why Cebu and Mactan Matter to the Industry
Cebu’s selection reflects its growing stature as a meetings, incentives, conferences, and exhibitions (MICE) destination, supported by strong air connectivity, established hotel inventory, and professional event infrastructure. Known as the “Queen City of the South,” Cebu combines heritage appeal with the scale and reliability required for major international trade events.

Mactan Island, where core ATF and TRAVEX activities will be held, adds a resort-driven dimension. With its concentration of internationally branded hotels, marine attractions, and proximity to Mactan-Cebu International Airport, the area offers operational efficiency alongside leisure appeal—key considerations for trade buyers and sellers alike.

TRAVEX 2026: The Commercial Engine of ATF
At the centre of ATF 2026 is the ASEAN Travel Exchange (TRAVEX), the region’s largest B2B tourism marketplace. Taking place from 28–30 January 2026 in Mactan, Cebu, TRAVEX connects ASEAN tourism suppliers with international buyers through a structured, appointment-based system.

The marketplace enables participants to pre-schedule up to 100% of one-on-one meetings, maximising ROI and time efficiency. Exhibitors will represent all ASEAN member states, showcasing destination updates, new travel products, hotel developments, and tour innovations aimed at international markets.

Beyond the exhibition floor, TRAVEX features curated networking opportunities, including hosted luncheons, evening functions, and cultural events—designed to facilitate relationship building and longer-term commercial partnerships.

Conferences, Policy Dialogue, and Market Intelligence
ATF 2026 will run alongside a robust program of tourism conferences, ministerial meetings, and national tourism organization briefings. These sessions provide buyers, sellers, and media with first-hand insights into regional visitor trends, policy priorities, and future market strategies.

Key discussion areas include sustainability, digital transformation, connectivity, and collaborative destination development, topics central to ASEAN’s medium- and long-term tourism growth.

Pre- and Post-Event Touring for Buyers and Media
A defining feature of ATF is its curated pre- and post-event tours, offering buyers and media direct exposure to the host country’s tourism products. In Cebu, itineraries will highlight heritage districts, cultural landmarks, and local community experiences, complemented by island-hopping and marine-based activities around Mactan.

Extended programmes to Boracay and Manila will provide additional product insights, allowing participants to experience a broader cross-section of Philippine tourism offerings suitable for different market segments.

Sustainability and Responsible Growth
Sustainability will remain central to ATF 2026’s agenda, with a focus on responsible destination management, environmental protection, and inclusive tourism development. These priorities align with ASEAN’s broader objectives of driving higher-value travel while safeguarding cultural and natural assets.

Media, Visibility, and Global Trade Reach
International media coverage will play a key role in amplifying ATF 2026 outcomes. Trade-focused reporting, destination features, and executive interviews will extend the forum’s commercial impact beyond the event itself. Travelindex Media Group will provide editorial coverage, supporting global visibility for participating destinations and brands.

Tourism organisations, hotels, and destinations wishing to meet with Travelindex Media Group during ATF 2026 may contact: partners@travelindex.org

Outlook for ATF 2026
For the travel trade, ASEAN Tourism Forum 2026** represents a critical marketplace and knowledge exchange at a time of renewed regional growth. Hosted in Cebu under the Philippines’ ASEAN Chairmanship, the event is positioned to deliver measurable business outcomes, deeper regional alignment, and a stronger collective ASEAN tourism proposition.

Further information and registration details are available at atfphilippines.com

Source