Cebu, Philippines — 28 January 2026 — The Philippines has taken center stage in regional tourism as the 45th ASEAN Tourism Forum (ATF) 2026 officially opened in Cebu, bringing together government leaders, tourism authorities, and industry stakeholders from across Asia and beyond. The week-long forum positions ASEAN as a unified and forward-looking tourism powerhouse, with high-level meetings among National Tourism Organisations (NTOs) and ministerial discussions setting the tone for deeper regional collaboration.

At the heart of the forum is ATF TRAVEX 2026, the event’s flagship three-day travel trade exhibition, which anchors a packed programme of more than 30 meetings, business sessions, educational forums, and networking activities. Organisers expect over 1,000 delegates to participate, alongside nearly 100 international and local media representatives covering key announcements, policy directions, and market trends shaping the future of tourism in Southeast Asia.

Designed with efficiency and commercial outcomes in mind, ATF TRAVEX 2026 allows exhibitors and buyers to pre-schedule up to 100 percent of their business appointments prior to arrival—an approach that reflects the industry’s increasing focus on productivity and return on participation. This year’s exhibition has drawn buyers from 50 countries and territories worldwide, spanning Asia-Pacific, Europe, the Americas, the Middle East, and Africa, underscoring ASEAN’s growing relevance in global travel trade.

The exhibition is being held at the newly opened Mactan Expo Centre, marking the venue’s first hosting of a major international tourism event. Purpose-built for large-scale exhibitions, the facility offers 2,600 square metres of modern exhibition space, supported by dedicated meeting and function rooms. Its selection highlights Cebu’s rising profile as a M.I.C.E. destination and signals the Philippines’ readiness to host high-impact regional and global industry gatherings.

Guided by the theme “Navigating Our Tourism Future, Together,” ATF 2026 emphasizes collective action, shared learning, and inclusive partnerships as ASEAN navigates an increasingly complex global tourism landscape. The theme reflects a regional commitment to cooperation in addressing challenges such as sustainability, resilience, digital transformation, and destination competitiveness.

The opening of ATF TRAVEX 2026 was marked by vibrant Filipino cultural performances, offering delegates a warm welcome and a showcase of the country’s rich heritage. Senior government officials and ASEAN representatives then led an official walk-through of the exhibition hall, formally opening the trade floor and signaling the start of business engagements.

As host nation, the Philippines welcomes ATF 2026 as a platform for meaningful dialogue, deal-making, and partnership building. Through its comprehensive programme, the forum aims to strengthen regional connectivity, expand market access, and support a more inclusive, sustainable, and future-ready tourism sector across ASEAN.

For programme updates and official information, visit www.atfphilippines.com

via Negosentro.com – a Negosentro Media Publication

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