Frasco: ASEAN tourism forum to boost Cebu tourism, economy

Cebu stands to gain significant economic and tourism benefits in hosting the ASEAN Tourism Forum (ATF) 2026, says Tourism Secretary Christina Garcia Frasco.

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Frasco, in a press conference, said the international event will help accelerate the province's tourism recovery and strengthen its position as a world-class destination. She said the forum, set on January 28 to 30, 2026 in Lapu-Lapu City, will bring thousands of foreign and local delegates to Cebu, generating immediate gains for hotels, transport services, airlines, and tourism frontliners, while creating ripple effects for agriculture, retail, and the creative industries.

“The midto long-term impact will be felt for years to come as we present Cebu as a destination capable of hosting world-class events,” Frasco said, adding that the ATF will further position Cebu and the Philippines as leaders in advancing ASEAN's collective tourism goals.

The ATF is ASEAN’s premier tourism event aimed at promoting Southeast Asia as a unified yet diverse destination. It gathers tourism ministers, senior officials, national tourism organizations, advocates, and industry leaders from the 11 ASEAN member states, along with international buyers and media.