Cebu Takes Centre Stage as Host Destination of ASEAN Tourism Forum 2026

A decade after last hosting the ASEAN Tourism Forum (ATF), the Philippines is set to welcome the region’s most significant tourism gathering once again—this time in the vibrant island destination of Cebu. As the host of ATF 2026, Cebu is ready to showcase the very best of Philippine tourism while reinforcing its position as a key gateway to the ASEAN region.

Fondly known as the “Queen City of the South,” Cebu is celebrated for its rich history, breathtaking seascapes, and world-class tourism infrastructure. From centuries-old landmarks to pristine beaches and thrilling underwater adventures, the destination offers a compelling blend of heritage and modernity. Its strategic location combined with excellent connectivity and hospitality facilities, makes Cebu an ideal host for a high-profile international event such as ATF.

A major component of ATF 2026 is the ASEAN Travel Exchange (TRAVEX)—the region’s premier B2B platform designed to connect ASEAN tourism sellers with international buyers. TRAVEX 2026 will be held from 28 to 30 January 2026 in Mactan, Cebu, providing a structured and efficient environment for business networking through pre-scheduled one-to-one appointments, enabling participants to explore a wide range of destination products and services from across ASEAN.

The event venue, Mactan Island, plays a vital role in Cebu’s tourism landscape. Located just a few kilometres east of Cebu Island, Mactan is part of Cebu Province and comprises Lapu-Lapu City and the municipality of Cordova. It is best known as the home of the Mactan-Cebu International Airport (MCIA)—the Philippines’ second-busiest airport and the primary gateway to the Visayas region.

Beyond connectivity, Mactan is a destination in its own right. The island is renowned for its luxury beach resorts, crystal-clear waters ideal for diving and snorkelling, and significant cultural landmarks such as the Mactan Shrine, which commemorates the historic Battle of Mactan led by local hero Lapu-Lapu. Visitors can also explore the island’s famed guitar-making industry, relax at world-class resorts, or experience modern lifestyle hubs like Mactan Newtown and attractions such as the picturesque 10,000 Roses in Cordova.

With its compelling mix of culture, history, leisure, and accessibility—best enjoyed during the dry season from December to May—Cebu offers delegates an enriching experience beyond the exhibition halls.

As Cebu prepares to host the ASEAN Tourism Forum 2026, the destination invites delegates to explore the island through meaningful local experiences that reflect its culture, creativity, nature, adventure, and heritage.

A Destination That Complements the Forum

As host of ATF and TRAVEX 2026, Cebu offers delegates more than business opportunities—it presents a destination rich in experiences, stories, and connections. Whether gazing at scenic viewpoints, engaging with local culture, sailing across island waters, enjoying modern comforts, or tracing the footsteps of heroes, Cebu promises an immersive journey that reflects the diversity and vitality of ASEAN tourism.

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