Arriving in Cebu, Philippines, well past midnight, we found there was a long immigration queue. But the ASEAN team, along with the Philippines Department of Tourism, had organised a special counter for ASEAN delegates. Immigration was quick, and as Indian citizens can enter the Philippines visa-free for up to 14 days for tourism, with options for a 30-day stay if holding a valid AJACSSUK visa (Australia, Japan, Canada, Schengen, Singapore, UK, or USA). I did not need a visa, and the immigration lady with a smile stamped the passport.

In the arrivals area, we were welcomed with smiling faces and a band playing melodic tunes at 2 am in the morning. Felt quite welcoming. As one of the hosted media, I was led to my media transportation bus. Check-in was smooth, and I had a relaxed sleep knowing that the next few days are going to be hectic.

Ten years after hosting the ASEAN Tourism Forum, ATF returned to the Philippines, this time in Cebu, the “Queen City of the South”. The 45th ASEAN Tourism Forum (ATF) 2026 convened over 5,000 participants, including ASEAN tourism ministers, senior government officials, heads of national tourism organizations, international buyers, airline and transport executives, travel trade leaders, media, and private-sector stakeholders.

Philippine President Ferdinand R. Marcos Jr. opened ATF 2026 with a focus on advancing sustainable and inclusive tourism. Anchored by the theme “Navigating Our Future, Together”, the Philippines’ ASEAN chairmanship is guided by five strategic thrusts under the banner SAIL ASEAN: strengthening trade and investment linkages; accelerating digital transformation; integrating ASEAN’s MSME development agenda; leveraging the creative economy and innovation; and advancing sustainable and inclusive growth.

The opening ceremony was held at the Mactan Shrine and attended by ASEAN tourism ministers. Senior government officials from China, India, and South Korea were also present, along with Philippine First Lady Liza Araneta-Marcos.

TRAVEX 2026

The ASEAN flagship travel trade exchange exhibition TRAVEX 2026, gathered 271 buyers from 50 countries across the globe, 124 sellers, and 222 exhibitors at the newly purpose-built Mactan Expo Center in Lapu-Lapu City, Cebu. The newly opened Mactan Expo is developed by Megaworld and is located within the Mactan Newtown township.

Christina Garcia Frasco, Secretary, Philippines Department of Tourism (DOT) led the opening ceremony, alongside Minister of Tourism of Indonesia Widiyanti Putri Wardhana, ASEAN Tourism Association President Eddy Krismeidi, Tourism Promotions Board COO, Maria Margarita Montemayor Nograles, representatives from ASEAN member states, local officials, and dignitaries, all united by a shared regional vision—to promote ASEAN as a unified tourism destination.

The three-day TRAVEX showcased tourism enterprises, tour operators, destination marketers, MICE venues, airlines, government agencies, and buyers from ASEAN, including the Philippines, Thailand, Vietnam, Indonesia, Laos, Cambodia, Malaysia, Myanmar, and the regional bloc’s newest member state, Timor-Leste. The great news is that Singapore is scheduled to be the host country for ATF 2027. Though the HPL group of hotels had Concorde Hotel Singapore presence on their booth along with 6 of their hotels across Malaysia, Thailand, and Cambodia, but it was on a hotel group booth.

“TRAVEX showcases the diversity and maturity of ASEAN tourism offerings. It is a platform that brings together not only destinations and products but also aspirations, partnerships, and shared responsibility for the future of tourism in our region,” said Secretary Frasco, affirming that the travel trade event is more than a business but an opportunity that leads to tangible outcomes, lasting collaborations, and a stronger ASEAN tourism community.

Over the three days, there was a comprehensive line-up of official functions and networking events over lunch and dinner. The closing ceremony was held at the NUSTAR Convention Centre in Cebu City.

The Cebu City Police Office (CCPO) ensured a safe event with over 5,000 personnel deployed. The 2026 forum reinforced Cebu’s capacity to host major international, multi-sectoral business events (MICE).

Singapore will assume the ASEAN chairmanship and host the ATF 2027.