Philippines Leverages Public-Private Partnerships for ASEAN Tourism Forum 2026
Event summary
- ASEAN Tourism Forum 2026 held in Cebu from January 26 to 30, 2026, with 5,000 delegates.
- Philippines launched the ASEAN Tourism Sectoral Plan (ATSP) 2026–2030, steering regional tourism initiatives.
- Public-private partnerships included Asian Development Bank, US-ASEAN Business Council, and local governments.
- Mactan Expo Center utilized for Travel Exchange, highlighting Cebu's MICE capabilities.
The big picture
The successful hosting of ATF 2026 underscores the Philippines' strategic pivot toward regional tourism leadership, leveraging public-private partnerships to enhance destination competitiveness. The launch of the ASEAN Tourism Sectoral Plan (ATSP) 2026–2030 positions the country as a key driver in shaping sustainable and inclusive tourism growth across Southeast Asia.
What we're watching
- Regional Leadership
- How the Philippines' role as Lead Country Coordinator for ATSP 2026–2030 will influence ASEAN tourism policies.
- Infrastructure Investment
- Whether Cebu's MICE capabilities can sustain long-term growth post-ATF 2026.
- Sustainability Focus
- The pace at which ASEAN Member States adopt the ATSP's sustainability and innovation frameworks.