Cebu, Philippines – The 45th ASEAN Tourism Forum (ATF) officially opened today in Cebu, bringing together government leaders, tourism boards, hospitality stakeholders, and global travel trade partners placing the region at the center of global tourism discussions. National Tourism Organisations (NTOs) gathered for high-level meetings and ministerial dialogues as part of the week-long programme.
At the heart of the week-long forum is ATF TRAVEX 2026, the ASEAN region’s flagship travel trade exhibition, designed to drive commercial exchange between sellers and buyers from across the global tourism industry. More than 1,000 delegates are expected to participate in over 30 meetings, business sessions, educational forums, and networking events, underscoring ATF’s role as a key marketplace for ASEAN tourism.
“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 Tourism Secretary Christina Garcia Frasco, affirming that the travel trade event is more than a business but an opportunity that leads to tangible outcomes, lasting collaborations, and a stronger ASEAN tourism community.
ATF TRAVEX 2026 places strong emphasis on the hospitality sector, providing hotels, resorts, destination management companies, airlines, and tourism operators with direct access to international buyers. Exhibitors and buyers were able to pre-schedule up to 100 percent of their business appointments prior to arrival, ensuring productive engagement and measurable outcomes. Buyers from 50 countries and territories are participating, representing major source markets across Asia, Europe, the Americas, and the Middle East.
The event is being held at the newly opened Mactan Expo Centre, which is hosting its first major international tourism exhibition. Purpose-built to support large-scale trade events, the venue features 2,600 square metres of exhibition space, along with dedicated meeting and function rooms. Its selection reflects Cebu’s growing reputation as a Meetings, Incentives, Conventions, and Exhibitions (M.I.C.E.) destination and highlights the Philippines’ expanding capacity to support international travel trade and hospitality events.
Media interest in ATF TRAVEX 2026 remains strong, with nearly 100 international and local media representatives covering discussions, product launches, and emerging trends shaping the ASEAN hospitality and tourism landscape.
Anchored on the theme “Navigating Our Tourism Future, Together,” ATF 2026 underscores ASEAN’s collective commitment to collaboration, sustainability, and shared growth. The theme highlights the importance of partnerships between governments and the private sector in addressing evolving traveler expectations, strengthening destination competitiveness, and supporting long-term tourism resilience.
The TRAVEX Opening Ceremony featured Filipino cultural performances, followed by an official walk-through of the exhibition hall led by senior government officials and ASEAN representatives, formally marking the opening of ATF TRAVEX 2026.
As host, the Philippines welcomes delegates to Cebu as a platform for meaningful dialogue, business exchange, and partnership building. Through its comprehensive programme, ATF 2026 aims to enhance regional connectivity, stimulate hospitality and travel trade opportunities, and position ASEAN as a unified and future-ready tourism region.
