January 28, Lapu-Lapu City, Cebu — The opening ceremony of the ASEAN Tourism Forum (ATF) 2026 was marked by an evening of cultural pride and heritage as Filipino artistry took center stage before tourism leaders and international delegates. Guests were treated to indigenous performances, folk dances, and festive presentations that celebrated the country’s rich traditions and creative spirit.

The event was held at the Mactan Shrine, a historic landmark symbolizing Filipino bravery and identity, providing a meaningful backdrop to Cebu’s cultural showcase. First Lady Louise Araneta-Marcos and Tourism Secretary Christina Garcia Frasco personally welcomed tourism ministers from ASEAN member states and dialogue partners, formally opening the forum’s high-level meetings and discussions.

Speaking on behalf of President Ferdinand R. Marcos Jr., Secretary Frasco encouraged participating nations to use the forum as a platform for collaboration, knowledge exchange, and strengthened regional partnerships. She reaffirmed the Philippines’ commitment, as ASEAN Chair for 2026, to advancing shared goals and guiding the region toward sustainable growth in tourism.

Carrying the theme “Navigating Our Future, Together,” ATF 2026 positions the Philippines at the forefront of promoting cooperation for a resilient and future-ready tourism industry. As one of the first major events under the country’s ASEAN chairship, the forum brings increased global visibility, tourism activity, and business opportunities to the Philippines.