In a significant milestone for Philippine tourism, The
Philippines represented by Secretary of Tourism Christina Garcia Frasco
formally accepted the chairmanship of the ASEAN Tourism Forum (ATF) 2026 during
a ceremonial handover held at the Johor International Convention Center on
January 20, 2025. The symbolic gavel was handed over to Secretary
Frasco by Dato Sri Tiong King Sing, Malaysian Minister of Tourism, Arts
and Culture marking The Philippines' commitment to host this
prestigious event.
 |
Dato Sri Tiong King Sing, Malaysian Minister of Tourism, Arts and
Culture hands over the symbolic gavel to Philippine Tourism Secretary Christina
Garcia Frasco for the chairmanship and hosting of the ASEAN Tourism Forum (ATF)
in 2026 during the closing ceremony of the ASEAN Tourism Forum in Johor Bahru,
Malaysia, 20 January 2025. |
The ATF is set to include the highly anticipated ASEAN
Tourism Ministers’ Meeting, which will convene in the province of
Cebu in January 2026. 
Meanwhile, the preparatory meetings leading to the most
prestigious gathering in ASEAN will be held in Manila and Boracay.
“As the Philippines
takes on the Chairmanship of ASEAN 2026, I invite you to join us in the
Philippines for the 29th ASEAN Tourism Ministers’ Meeting in Cebu on January
2026. It will be an opportunity not just to discuss policies, but to witness
firsthand the immense potential for sustainable tourism growth in the region,” Secretary
Frasco said.
She highlighted the warmth and hospitality of the Filipino
people, along with the rich culture and stunning natural beauty that Cebu has
to offer.
Secretary Frasco emphasized that “Cebu is a hallmark of unity — evincing what
can happen when communities, businesses, and governments come together to
create a tourism model that is both profitable and responsible”.
“The Philippines,
with its spirit of hospitality and deep sense of community, stands ready to
open its pristine shores to all of you, where we will write a new chapter of
the ASEAN story: a legacy of unity, sustainability, and prosperity for
all,” she added.
Aside from the ASEAN meetings, a TRAVEX trade show, and
various conferences will also be hosted by the Philippines as part of the ATF
2026.
The Philippines' upcoming hosting of the ATF follows the
country's successful mounting of the 36th UN Tourism Joint Commission Meeting
for the Asia Pacific and South Asia, as well as the inaugural UN Tourism
Regional Forum on Gastronomy Tourism.
Philippines as Vice Chair
Alongside her participation in the ASEAN Tourism Forum 2025,
Secretary Frasco served as vice chair at the 28th ASEAN Tourism Ministers’
Meeting, which was attended by tourism ministers from ASEAN member states
Malaysia, Indonesia, Brunei, Singapore, Thailand, Cambodia, Timor Leste, and
Vietnam, as well as representatives from Russia, Japan, India, and South Korea.
As the lead country coordinator for the development of the
ASEAN Tourism Sectoral Plan (ATSP) Post-2025, Secretary Frasco presented
updates and recommendations to fellow ministers aimed at fostering a tourism
sector that drives equitable and sustainable economic growth for all.
“The ATSP envisions
a tourism landscape that not only stimulates economic progress but does so in a
manner that is equitable and sustainable. Our focus extends beyond quantity to quality
– prioritizing convenience and safety in tourism, promoting longer stays and
increased spending, all while safeguarding our natural resources and honoring
our heritage and culture,” said Secretary Frasco.
She also emphasized the Philippines’ commitment to work with
its ASEAN neighbors to build a sustainable tourism industry, “where tourism is not only about counting
visitors but measuring their spending, contributions, and impact upon our
communities, driven by the primordial principle of preserving the unique
cultures and ecosystems that make the ASEAN a truly special place to visit.”
The Tourism Chief of the Philippines also called ASEAN a “family.” “United by a shared vision
for the mutual prosperity of our nations, we perpetuate the notion that tourism
is a force for good: transforming lives, sustaining livelihoods, forging
friendships, creating memories etched in the hearts of all who come upon our
streets and shores.”
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