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ASEAN Tourism Ministers Unite for a Bold Future

29th Meeting of ASEAN Tourism Ministers sets vision for sustainable, inclusive, and globally connected tourism

Cebu, Philippines — The 29th Meeting of ASEAN Tourism Ministers (M-ATM) marked a turning point for Southeast Asia’s tourism sector. With 144 million international visitors recorded in 2025, ASEAN has proven its resilience. But the ministers looked beyond recovery, unveiling a vision for tourism that is sustainable, inclusive, and future-ready.

A Vision for Tomorrow

Highlights of the meeting included:

• ASEAN Tourism Sectoral Plan 2026–2030: A roadmap to strengthen ASEAN’s global brand.
• Commitment to quality tourism: Building on the ASEAN Leaders’ Declaration on Quality Tourism (2025).
• Recognition of excellence: Over 200 establishments honored with ASEAN Green Hotel, Clean Tourist City, MICE Venue, and Sustainable Tourism Awards.

“Tourism is not just about numbers—it is about people, communities, and shared prosperity.”

The ministers emphasized capacity-building for women, youth, and local communities, ensuring that tourism’s benefits reach every corner of the region. Investments in secondary and tertiary destinations will spread opportunities more evenly, creating new hubs of culture, adventure, and wellness.

Expanding Horizons

Cruise tourism emerged as a priority, with plans to enhance port connectivity and promote multi-destination itineraries. ASEAN seas will become highways of cultural exchange, offering travelers unforgettable journeys across diverse landscapes and traditions.

Partnerships for Progress

The ministers acknowledged the vital role of global partners, private sector leaders, and digital platforms in amplifying ASEAN’s identity. Co-branded campaigns and innovation will ensure Southeast Asia shines on the world stage.

And the journey continues: Singapore will host ASEAN Tourism Forum (ATF) 2027, a landmark event where innovation meets inspiration and Southeast Asia shines brighter than ever.

“ATF 2027 in Singapore will showcase ASEAN’s united vision—bold, sustainable, and globally connected.”

Conclusion: A Call to Dream and Act

The Cebu meeting was not just about strategies—it was about dreams made actionable. ASEAN tourism is no longer defined by recovery; it is defined by resilience, inclusivity, and sustainability.

For travelers, it means richer experiences. For communities, it means empowerment. For the world, it means discovering Southeast Asia as a single, seamless destination of wonder.

“Every journey uplifts, every destination inspires, and every traveler becomes part of ASEAN’s shared story of hope.”

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ASEAN Tourism Shines in Cebu: Celebrating Excellence and Global Connection

Lan TRAN THU

January 27, 2026

Cebu has become the beating heart of ASEAN tourism this week—hosting both the ASEANTA Tourism Excellence Awards and the ASEAN Tourism Forum (ATF) TRAVEX 2026. Together, these events shine a spotlight on Southeast Asia’s creativity, resilience, and shared vision for a sustainable tourism future.

🌏 A Celebration of Excellence and Connection

On January 27, the ASEANTA Tourism Excellence Awards Night at JPark Island Resort honored twelve outstanding destinations, organizations, and leaders across ASEAN. From sustainability champions to innovators in hospitality, the awards showcased best practices that are shaping the future of travel in our region.

The evening was filled with cultural dance and song performances, reminding us that tourism is not just about places—it’s about people, heritage, and the stories we share.

🤝 ASEAN Tourism Forum TRAVEX 2026

The celebrations seamlessly flowed into the 45th ASEAN Tourism Forum (ATF) and TRAVEX 2026, held at the newly inaugurated Mactan Expo Centre. With over 1,000 delegates, 317 exhibitors, and 276 international buyers from 50 countries, TRAVEX has positioned ASEAN firmly at the center of global tourism conversations.

Under the theme “Navigating Our Tourism Future, Together”, the forum highlighted collaboration, inclusivity, and resilience. Cebu welcomed the world not only with professionalism but with genuine warmth—proving that community and culture remain at the heart of tourism.

✨ Why This Matters

• Regional Unity: ASEAN nations are working hand-in-hand to build a globally competitive tourism ecosystem.
• Global Reach: Buyers from Asia-Pacific, Europe, the Americas, and the Middle East confirm ASEAN’s growing resonance worldwide.
• Sustainability & Innovation: Awardees and forum discussions reaffirm the region’s commitment to responsible, future-ready tourism.

💡 Final Thought

From the awards stage to the exhibition halls, Cebu has shown us that tourism is more than business—it is a bridge between cultures, a driver of sustainable growth, and a celebration of human connection.

As ASEAN steps forward together, the world is not just visiting our destinations—it is experiencing our heart.

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The Philippines to Host the 45th ASEAN Tourism Forum (ATF) 2026 in Mactan, Cebu

Mactan, Cebu will welcome the global travel industry as the Philippines hosts the 45th ASEAN Tourism Forum (ATF) 2026 from 27 January to 4 February 2026. The event will bring together ASEAN Tourism Ministers, National Tourism Organisations, senior officials, international buyers, exhibitors, and media to showcase ASEAN as a united tourism destination.

A key highlight is ATF TRAVEX 2026 (28–30 January), the region’s premier travel trade event, featuring one-to-one business appointments, networking sessions, and rich cultural experiences. Delegates can also explore the Philippines through curated pre- and post-event tours showcasing beaches, islands, and heritage sites.

The forum will be complemented by social events and the ASEAN Tourism Conference, offering a platform to discuss tourism trends, sustainability, and regional cooperation. With Filipino hospitality at its heart, ATF 2026 promises a dynamic blend of business, culture, and collaboration.

All information on https://atfphilippines.com/

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past event

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