The 45th ASEAN Tourism Forum (ATF) officially opened today in Cebu, Philippines.
More than 1,000 delegates are expected to participate in over 30 meetings, business sessions, educational forums, and networking events, including ATF TRAVEX, the forum’s flagship three-day travel trade exhibition. The event has also drawn strong media interest. Nearly 100 local and international media representatives as well as the key persons of Russian Travel Digest Mrs. Marina Zatsepina and Mrs. Natalia Klimenok attend to report on key developments, announcements, and trends shaping the ASEAN tourism sector.
Designed to maximize productivity and commercial outcomes, ATF TRAVEX 2026 enabled exhibitors and buyers to pre-schedule up to 100% of their business appointments ahead of arrival. It has attracted buyers across 50 countries and territories worldwide, including buyers from Russian Federation.
The theme of the 2026 ASEAN Tourism Forum, “Navigating Our Tourism Future, Together,” reflects the region’s collective commitment to collaboration and shared progress amid a rapidly evolving global landscape. It underscores the importance of regional cooperation, knowledge exchange, and inclusive partnerships in addressing emerging challenges and advancing sustainable tourism growth across ASEAN. The TRAVEX Opening Ceremony kicked off with vibrant Filipino cultural performances that warmly welcomed delegates. This was followed by an official walk-through of the exhibition hall led by senior government officials and ASEAN representatives, formally marking the opening of ATF TRAVEX 2026.
As host of ATF 2026, the Philippines proudly welcomes delegates to Cebu as a platform for meaningful dialogue, business exchange, and partnership building. Through a comprehensive programme of meetings, trade engagements, and networking events, ATF 2026 aims to strengthen connectivity, enhance destination competitiveness, and support a more inclusive and future-ready tourism sector for the region.
***
ASEAN Tourism Forum (ATF) is a cooperative regional effort to promote the Association of Southeast Asian Nations (ASEAN) region as one tourist destination. This annual event involves all the tourism industry sectors of the 11 ASEAN Member Nations: Brunei Darussalam, Cambodia, Indonesia, Lao PDR, Malaysia, Myanmar, the Philippines, Singapore, Thailand, Timor-Leste, and Vietnam. Each year, the hosting of ATF is rotated among the member countries. The Philippines host host ATF 2026. ATF 2026 marks the 45th anniversary of this event since its inauguration in Malaysia in 1981.
