The ASEAN Tourism Forum (ATF) 2026 opened in Cebu on 28 January with regional leaders reaffirming ASEAN cooperation, following senior officials’ discussions on advancing the Philippines’ Chairship priorities under the theme “Navigating Our Future, Together.”
At the invitation of Maria Esperanza Christina Garcia Frasco, Secretary of Tourism of the Republic of the Philippines, the Secretary-General of ASEAN, Kao Kim Hourn, participated in and delivered remarks at the Opening Ceremony of the ASEAN Tourism Forum (ATF) 2026 in Cebu, the Philippines, on 28 January 2026. The ceremony was officiated by the President of the Republic of the Philippines and ASEAN Chair 2026, Ferdinand Marcos Jr., underscoring the significance of tourism cooperation within ASEAN’s broader regional agenda.
The opening of ATF 2026 followed the ASEAN Senior Officials’ Meeting (SOM), also held in Cebu, convened in preparation for the ASEAN Foreign Ministers’ Retreat. During the meeting, senior officials discussed the Philippines’ Chairship priorities and key deliverables aimed at advancing ASEAN Community-building and strengthening the bloc’s external relations, in line with the Chairship theme, “Navigating Our Future, Together.” The meeting brought together ASEAN SOM Leaders and the Deputy Secretary-General of ASEAN for the ASEAN Political-Security Community, reflecting coordinated efforts across ASEAN’s institutional pillars.
ATF 2026 itself gathered a wide spectrum of regional stakeholders, highlighting tourism’s role as both an economic driver and a platform for people-to-people engagement. The Opening Ceremony was attended by the First Lady of the Philippines, the Honourable Liza Araneta Marcos, alongside the Secretary of Tourism, ASEAN Tourism Ministers, senior officials, dignitaries, and invited guests from across the region.
In his participation at the Forum, Dr Kao underscored the importance of alignment between tourism development and ASEAN’s wider community-building objectives. The discussions at ATF 2026 echoed the shared understanding that tourism cooperation contributes not only to economic recovery and growth, but also to deeper regional connectivity and mutual understanding among ASEAN Member States.
As ASEAN continues to navigate a changing regional and global landscape, ATF 2026 in Cebu served as a timely reminder of the sector’s role in advancing collective priorities. Through sustained dialogue and collaboration under the Philippines’ Chairship, ASEAN’s tourism agenda remains closely linked to the broader vision of a resilient, connected, and people-centred ASEAN Community.
Source: ASEAN
