The ASEAN Tourism Forum (ATF) 2026 officially concluded on Friday with a powerful call for a unified regional agenda rooted in sustainability and community pride. Department of Tourism (DOT) Secretary Christina Garcia Frasco, serving as the ATF 2026 Chair, addressed delegates at the NUSTAR Grand Ballroom, marking the end of the summit not as a finish line, but as the beginning of a “shared responsibility.”
In her keynote address, Secretary Frasco linked the forum’s goals to the historical spirit of Cebu, citing the courage of Lapu-Lapu and the resilience symbolized by the Señor Santo Niño.
“It is fitting that the ASEAN Tourism Forum was held here in Cebu and the Philippines,” Secretary Frasco stated. “A country where hospitality is practiced with sincerity and heart.”
The 2026 forum yielded several critical milestones aimed at evolving the ASEAN tourism brand:
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TRAVEX (Travel Exchange): Reinvigorated the tourism marketplace by connecting international buyers with local destinations, emphasizing trust and shared responsibility toward local livelihoods.
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Sustainability & Inclusion: The ASEAN Tourism Conference shifted the dialogue from mere recovery to measurable sustainability, ensuring policy-level resilience that reaches grassroots communities.
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Regional Showcase: Highlighted that the heart of tourism is local, driven by the creativity and pride of the communities that define the visitor experience.
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Policy Alignment: The 29th ASEAN Tourism Ministers Meeting, along with sessions with dialogue partners (ASEAN Plus Three, India, and Russia), strengthened regional connectivity and readiness.
Secretary Frasco emphasized that the ASEAN Tourism Standards Awards remain the gold standard for growth, protecting both the traveler and the destination. She summarized the forum’s collective achievements through a lens of holistic stewardship. “They showed an ASEAN tourism guided by care. Care for people. Care for culture. Care for place. Care for one another,” Frasco remarked. “Courage gives direction. Faith gives endurance. And cooperation sustains progress.”
The closing ceremony celebrated Filipino artistry with a Pasigarbo sa Sugbu presentation, featuring the Rosquillos, Palawud, and Sinulog festivals. The evening included a welcome from Cebu City Mayor Nestor Archival and world-class performances by Alice Reyes Dance Philippines, Acapellago, and Christian Bautista.
The event concluded with the symbolic turnover of hosting duties. The Philippines officially passed the gavel to Singapore, which will serve as the host for ATF 2027.
Secretary Frasco extended her gratitude to the local government units, tourism frontliners, and international partners who ensured the success of the week-long forum.
