The Philippines is ready to help shape the future of tourism in the region as it prepares to host the 2026 Association of Southeast Asian Nations (ASEAN), the Department of Tourism (DOT) said.
The agency issued the statement on Christmas Day as it welcomed the coming year with optimism despite the challenges the industry faced in 2025.
“Looking ahead, the Philippines prepares to host the United Nations Tourism Global Forum on Gastronomy and the ASEAN Tourism Forum 2026 in Cebu, affirming our leadership and resilience in shaping the future of tourism in the region,” Tourism Secretary Christina Frasco said Thursday.
The DOT is hosting the 2026 ASEAN Tourism Forum (ATF) in Cebu from Jan. 26 to 29, alongside the meeting of ASEAN tourism ministers.
One of the major outcome documents expected at the high-level meeting is the ASEAN Tourism Strategic Action Plan, for which the Philippines serves as country coordinator.
The DOT said it will continue to scale up collaboration and promotional efforts to boost the industry, a major driver of the Philippine economy.
Inbound tourism recovery remained sluggish this year due to visa disruptions, natural calamities affecting destinations, security perceptions, and limited air connectivity.
“This year tested our nation. Natural calamities struck our communities, disrupted livelihoods, and reminded us how fragile progress can be,” Frasco said.
“In these most difficult moments, tourism stood as a source of hope, restoring work, sustaining families, and helping communities rise with courage and resolve,” she added.
Despite the challenges, the DOT said it strengthened tourism infrastructure through the establishment of tourist rest areas nationwide, expanded digital and on-ground services through Travel Philippines and the Tourist Call Center, and launched the country’s first transit tours and medical concierge at the Ninoy Aquino International Airport to enhance accessibility and traveler experience.
Frasco said the agency also continued to raise hospitality standards through the Filipino Brand of Service Excellence by equipping the tourism workforce with skills and values that reflect the best of Filipino service.
At the grassroots level, she cited the success of the Tourism Champions Challenge, which enables local government units nationwide to invest in their own tourism initiatives.
“Tourism moved forward because of our people. Our workers persevered, our partners stood firm, and our communities continued to welcome the world with grace and generosity, even amid uncertainty,” she said.
