Cebu, Philippines — The ASEAN Tourism Forum (ATF) TRAVEX 2026, the region’s flagship tourism trade event, officially opened at the newly built Mactan Expo Center in Lapu-Lapu City, Cebu, bringing together ASEAN tourism stakeholders, global buyers, and industry leaders in a dynamic platform for collaboration and business exchange.

ATF TRAVEX 2026 welcomes 271 international buyers from 50 countries, 124 Philippine sellers, and 222 ASEAN exhibitors, transforming Cebu into the center of regional tourism commerce.

Delegates from ASEAN member states, the Philippines, Thailand, Vietnam, Indonesia, Laos, Cambodia, Malaysia, Myanmar, and Timor-Leste — along with dialogue partners from across the globe, are participating in three days of negotiations, networking, and partnership-building from January 28 to 30, 2026.

The opening ceremony was led by Department of Tourism Secretary Christina Garcia Frasco, joined by Widiyanti Putri Wardhana, Minister of Tourism of Indonesia; Eddy Krismeidi, President of the ASEAN Tourism Association; Maria Margarita Montemayor Nograles, Chief Operating Officer of the Tourism Promotions Board; ASEAN tourism representatives, local officials, and key industry figures — all united in promoting ASEAN as a world-class and interconnected tourism destination.

More than 1,000 delegates are attending ATF TRAVEX 2026, taking part in ministerial meetings, business sessions, educational forums, and networking events. Nearly 100 international and local media representatives are covering major announcements and trends shaping the future of ASEAN tourism.

Designed for productivity and commercial impact, the event allows buyers and exhibitors to pre-schedule business appointments, ensuring meaningful engagements throughout the forum.

Hosted at the Mactan Expo Center, a purpose-built venue featuring 2,600 square meters of exhibition space and dedicated meeting facilities, ATF TRAVEX 2026 highlights Cebu’s growing reputation as a leading MICE destination and underscores the Philippines’ readiness to host large-scale international tourism gatherings.

With the theme “Navigating Our Tourism Future, Together,” ATF TRAVEX 2026 reflects ASEAN’s shared commitment to collaboration, knowledge sharing, and inclusive partnerships in shaping a resilient, future-ready tourism industry.

The opening program featured vibrant Filipino cultural performances that warmly welcomed delegates, followed by an official walkthrough of the exhibition hall led by senior government and ASEAN representatives, formally marking the start of ATF TRAVEX 2026.

As host country, the Philippines proudly welcomes participants to Cebu — inspiring new partnerships, expanding opportunities, and strengthening a more connected and competitive ASEAN tourism community.