The ASEAN Tourism Forum (ATF) 2026 has opened in Cebu City, the Philippines, under the theme “Navigating Our Tourism Future, Together,” setting the agenda for regional tourism cooperation in the year ahead.

Thailand was represented at the opening ceremony by Permanent Secretary for Tourism and Sports Natthriya Thaweevong. She was accompanied by Boonserm Khankaew, Deputy Director-General of the Department of Tourism and Thailand’s head of the ASEAN National Tourism Organization, along with a delegation from related agencies.

The opening ceremony was held at the Mactan Shrine and attended by ASEAN tourism ministers and heads of national tourism organizations from all 10 member states. The event was hosted by Philippine Secretary of Tourism Christina Garcia Frasco and centered on regional cooperation and shared challenges facing the tourism sector.

ATF 2026 functions as a regional platform that guides ASEAN tourism, supports the recovery of global travel confidence, and enhances coordination among member states. Thailand reaffirmed its readiness to support seamless tourism connectivity across the region and to facilitate travel within ASEAN.

A key component of the forum is the ASEAN Travel Exchange, or TRAVEX, held at the Mactan Expo Center. The Tourism Authority of Thailand is operating a national pavilion and leading Thai tourism operators in business-matching activities with international partners, with attention given to the growing ASEAN outbound market. The ASEAN Tourism Ministers’ Meeting and related sessions are set to conclude today (Jan 30), with outcomes expected to guide regional tourism development.