My first ASEAN Tourism Forum

Last week, I had the privilege to fly to Cebu as an official media guest of the ASEAN Tourism Forum 2026; a major event that kicked off the yearlong hosting that the Philippines will be taking on for this year’s ASEAN-related meetings and conferences.

- PHILIP CU UNJIENG

AT THE ASEAN Tourism Ministers Meeting 2026, with the Philippines as chair. DURING THE ASEAN Tourism Awards 2026, Philippines section.

It was my baptism of fire to an ASEAN event — three days of attending opening ceremonies, the Travel Exchange (TRAVEX), panel discussions, the start of Ministerial meetings, and the ASEAN Tourism Standards Awards ceremony — and I fully appreciated the experience.I’ll admit I approached my attending with a mix of enthusiasm, and with my natural born cynic attitude intact. Enthusiastic, as this would be my first exposure to the ASEAN in action; but as this was centered on tourism, I had my cynical reservations about true regional collective efforts.

After all, I do observe how competitive ASEAN nations such as Thailand and Malaysia can be over who tops annual visitor arrivals; and it’s not like we can reasonably expect any one country to actively encourage their incoming tourists to leave, and spend time and money in a second ASEAN destination, as opposed to extending their stay in that first country. Privately, I felt that cross-regional initiatives would be more lip service, than intentional and active cooperation. But I was ready (and eager) to be proven wrong.