Frasco: ASEAN Tourism Forum in Cebu a big success

Local

THE Philippines wrapped up the three-day ASEAN Tourism Forum (ATF) 2026 in Cebu City on a high note.

Department of Tourism (DOT) Secretary Christina Garcia Frasco attributed the event's success to strong positive feedback from regional ministers, seamless execution, and tangible gains for the country's tourism sector.

The ATF, held as part of the Philippines’ year-long chairmanship of the Association of Southeast Asian Nations (ASEAN), concluded its conference series on Friday, Jan. 30, following ministerial meetings and sectoral discussions attended by tourism leaders from across the region.

Frasco said ASEAN tourism ministers commended the Philippines for its hosting and the overall experience in Cebu.

“We are very happy with the positive feedback from the ministers about the hosting by the Philippines of the ASEAN Tourism Forum, and the experiences that they have had here in Cebu,” Frasco said in an interview.

She added that delegates and guests also expressed appreciation for Cebu’s food, hospitality, scenery, and accommodation standards, reinforcing the city’s position as a major tourism hub in Southeast Asia.

Frasco also acknowledged the support extended by the national government and key partners, particularly the ASEAN Secretariat, the ASEAN National Organizing Committee, and First Lady Liza Araneta-Marcos, in ensuring the forum’s successful staging.

Cebu was selected as host of ATF 2026 after the Philippines assumed the ASEAN chairmanship, placing the city at the center of regional tourism policymaking this year.

These agreements are expected to boost air connectivity across Southeast Asia, benefiting key Philippine gateways like Cebu and Manila, as well as Bohol, Davao, and Iloilo.

Frasco noted that Cebu has already welcomed 13 new international routes, several from ASEAN countries, while Manila has added about 23, including ASEAN links.

"With these agreements, we can expect even more flights across the ASEAN region," she said.

PH among ASEAN’s top tourism economies

The forum also highlighted the Philippines’ strong standing within ASEAN’s tourism sector. During the ASEAN Tourism Ministers’ Meeting on January 29, data from the 2025 World Travel and Tourism Council (WTTC) Economic Impact Report showed the Philippines ranking first in ASEAN in terms of tourism gross domestic product, valued at USD 91.8 billion.

The figure surpassed other major regional tourism economies, including Indonesia (USD 71.7 billion), Thailand (USD 67.3 billion), and Singapore (USD 54.6 billion). Tourism accounts for 19.9 percent of the Philippine economy, placing the country among the most tourism-significant economies in Southeast Asia.

In employment, tourism supports an estimated 11.22 million jobs nationwide, or 23 percent of total national employment. This makes the Philippines one of ASEAN’s top tourism job generators, with the second-largest tourism workforce in absolute terms, next only to Indonesia.

“These figures clearly show that the Philippines ranks among ASEAN’s leading tourism economies,” Frasco said.

The secretary further noted that tourism remains a key driver of inclusive growth, job creation, and economic resilience.(TGP)