In a strategic move to elevate the Philippines’ hosting of the ASEAN Tourism Forum (ATF) 2026, Department of Tourism (DOT) Secretary Christina Garcia Frasco met with the ASEAN Business Advisory Council (ASEAN-BAC) Philippines to forge a landmark collaboration centered on the empowerment of local enterprises.
The meeting focused on a primary goal: integrating Philippine micro, small, and medium enterprises (MSMEs) into the official ATF 2026 itinerary. By onboarding these local businesses, the DOT aims to provide regional ministers, delegates, and stakeholders with an authentic immersion into the country’s premier offerings and cultural heritage.
Secretary Frasco emphasized that the success of the ATF lies in its ability to bridge high-level policy with grassroots economic impact.
“Our vision for ATF 2026 is to showcase the heart and soul of the Philippines,” said Secretary Frasco. “By partnering with ASEAN-BAC, we are ensuring that our MSMEs are not just observers, but active participants in the regional tourism economy.”
To further this goal, Secretary Frasco extended a formal invitation to ASEAN-BAC leadership to provide expert insights at the upcoming ASEAN Tourism Conference. Co-hosted with the Asian Development Bank (ADB), the conference serves as a critical platform for forging partnerships that drive sustainable economic growth across Southeast Asia.
The collaboration leverages the expertise of ASEAN-BAC, established in 2001 to provide private-sector feedback to ASEAN leaders. Representing the council were:
Jose Concepcion III (Incoming Chair)
Patrick Chua (Executive Director)
Gil Gonzales & Josephine Romero (Senior Advisors)
Eva Pasagui (Partnerships Chief Officer)
Supporting the initiative from the Department of Tourism were Undersecretaries Shahlimar Hofer Tamano and Verna Buensuceso, Assistant Secretaries Sharlene Zabala-Batin and Judilyn Quiachon, and OIC-Director Alex Macatuno.
The ATF is the largest annual tourism event in the Southeast Asian region, rotating among the 10 ASEAN member nations. The 2026 hosting by the Philippines represents a significant opportunity to position the country as a leading destination for MICE (Meetings, Incentives, Conferences, and Exhibitions) and sustainable tourism.
