Cebu opened its doors and " its heart", to the global tourism community as the 45th ASEAN Tourism Forum (ATF) and ATF TRAVEX 2026 officially commenced in the Philippines.
From the very first evening, the message was clear: this is more than a trade event; it is an invitation to experience the soul of Southeast Asia.

Welcome to Cebu, Welcome to our heart

On the eve of the opening, delegates and VIP guests gathered to celebrate the ASEAN Tourism Awards for Excellence, Sustainability and Innovation, a powerful and symbolic moment that set the tone for the week ahead.  Amid Filipino cultural performances and warm hospitality, Cebu welcomed the world not only with professionalism, but with genuine emotion; a reminder that people, culture and community remain at the heart of tourism.

A Strategic Platform at the Forefront of Global Tourism

ATF 2026 brings together more than 1,000 delegates for a week-long programme of ministerial meetings, high-level dialogues, business sessions and networking events, positioning ASEAN firmly at the centre of global tourism conversations.
At the core of the forum is ATF TRAVEX 2026, the flagship B2B marketplace, which has attracted:  876 registered delegates (excluding Ministers and official meetings), 317 exhibiting delegates representing, 261 exhibiting booths,
Participants from all 11 ASEAN countries: Brunei Darussalam, Cambodia, Indonesia, Lao PDR, Malaysia, Myanmar, the Philippines, Singapore, Timor-Leste, Thailand and Viet Nam.

Held at the newly inaugurated Mactan Expo Centre, TRAVEX marks the venue’s first major international exhibition. With 2,600 sqm of purpose-built exhibition space, the facility underscores Cebu’s growing stature as a competitive M.I.C.E. destination and the Philippines’ readiness to host large-scale global events.

Global Buyers, Regional Strength

ATF TRAVEX 2026 has attracted 276 international buyers from 50 countries and territories, underscoring ASEAN’s growing resonance across global markets. The buyer profile reflects a strong Asia-Pacific dominance (65%), complemented by Europe (20%), the Americas (12%) and the Middle East (3%), illustrating the region’s balanced international reach. Among markets outside the Philippines, India leads with 27% of buyers, followed by the United States (11%), China PR (7%), Poland (6%) and Germany (4%), confirming sustained demand from both emerging and mature source markets and reinforcing ASEAN’s strategic positioning on the global tourism map.

Buyers represent a wide range of sectors, from luxury travel organisers and destination management companies to MICE planners, incentive houses, professional conference organisers and corporate travel managers, reinforcing TRAVEX’s strong commercial relevance.

ASEAN in the Global Media Spotlight

ATF 2026 has also drawn strong international media interest, with around 70 media representatives from 25 countries, spanning Asia-Pacific, Europe, the Americas and the Middle East. This diverse media presence reflects ASEAN’s growing influence within global tourism narratives, led by Asia-Pacific outlets representing 54% of attending media, followed by Europe at 31%, the Americas at 7% and the Middle East at 5%, ensuring wide international visibility for the region’s key announcements, trends and strategic ambitions.

Navigating the Future, Together

Under the theme “Navigating Our Tourism Future, Together”, ATF 2026 highlights the importance of collaboration, shared vision and inclusive growth at a time when the tourism industry is redefining itself. The opening ceremony of ATF TRAVEX featured vibrant Filipino performances, followed by an official walk-through of the exhibition led by senior government officials and ASEAN representatives, a strong visual statement of unity, ambition and regional pride.

As host, the Philippines positions Cebu as a place for meaningful dialogue, business exchange and long-term partnerships, reinforcing ASEAN’s collective commitment to a more sustainable, resilient and future-ready tourism ecosystem.

Tourismag is proud to attend ATF TRAVEX 2026 as one of the Hosted International Media of the ASEAN Tourism Forum.