Cebu has always been a gem, but it just polished its crown even brighter! The successful hosting of the 45th ASEAN Tourism Forum (ATF) 2026 wasn’t just another event; it was a resounding statement, firmly positioning our beloved province as a top-tier hub for tourism and international meetings across Southeast Asia.
Beyond the incredible visibility, ATF 2026 brilliantly showcased how large-scale international gatherings create a powerful ripple effect across Cebu’s entire economy. From bustling hotels and efficient transport networks to thriving trade, booming real estate, and professional services, everyone benefits. This forum wasn’t just a moment; it was momentum, building a robust foundation for future regional and global events.
More Than Just a Forum: A Showcase of Cebu’s Capability
Imagine this: over 5,000 participants converging on one island! ASEAN tourism ministers, senior government officials, heads of national tourism organizations, international buyers, airline executives, media, and private-sector leaders – all present. The sheer scale and diverse attendance at ATF 2026 didn’t just impress; it proved Cebu’s exceptional readiness and capacity to flawlessly execute complex, high-level events.
Department of Tourism Secretary Christina Garcia Frasco perfectly captured its essence, describing the forum as both an enormous economic opportunity and a strategic declaration of the Philippines’ leadership in advancing a united ASEAN tourism agenda. She highlighted how the event spurred job creation, invigorated local businesses, and underscored our nation’s prowess in convening major regional gatherings.
World-Class Venues and Unforgettable Experiences
This forum solidified Cebu’s burgeoning reputation in the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector. A standout was the brand-new Mactan Expo at Megaworld’s Mactan Newtown township, which brilliantly hosted the Travel Exchange (TRAVEX) from January 28 to 30. This facilitated countless business-to-business meetings, connecting Philippine tourism sellers with international buyers and fostering invaluable partnerships.
Adding to Cebu’s impressive portfolio of world-class venues, the ASEAN Tourism Standard Awards and Closing Ceremony were held at the magnificent NUSTAR Convention Centre, further demonstrating our ability to host events of global caliber.
Beyond Tourism: A Boon for Cebu’s Entire Economy
The economic benefits were truly widespread. The Cebu Chamber of Commerce and Industry emphasized the significant ripple effects, touching diverse sectors from manufacturing and logistics to IT-BPM, aviation, and retail. Chamber President Jay Yuvallos pointed out that the preparations for ATF 2026 actually accelerated crucial upgrades in airports, roads, utilities, hospitality standards, and convention facilities. These aren’t just temporary fixes; they are long-term investments that will continue to bolster Cebu’s competitiveness for years to come.
The Power of Partnership: Making it All Happen
The triumph of ATF 2026 was a testament to strong collaboration. Cebu’s MICE stakeholders, the Department of Tourism, and the Tourism Promotions Board worked hand-in-hand. Cleofe Albiso, managing director of Megaworld Hotels & Resorts and president of the Cebu MICE Alliance, proudly stated that Cebu showcased not just capacity, but also unparalleled quality and consistency in delivering global-standard experiences.
Our hospitality sector, boasting around 3,240 DOT-accredited rooms, flawlessly accommodated thousands of delegates. International site inspections ensured top-notch service excellence, safety, and security. And let’s not forget the incredible human capital development: over 10,000 tourism front-liners nationwide trained under the Filipino Brand of Service Excellence program, plus approximately 1,000 dedicated volunteers completing Project HARANA to support the ATF activities. Talk about teamwork!
Seamless Connections: Gateway to the World
Connectivity was undeniably a critical ingredient. The Mactan-Cebu International Airport stepped up, implementing fast-track processes and dedicated arrangements for delegates, alongside expanded regional airline connectivity. Cebu Pacific Air Marketing Director Michelle Eve De Guzman highlighted how the forum significantly boosted confidence in Cebu’s ability to handle large international events, promising positive implications for future conference-driven travel demand.
A Lasting Legacy: Paving the Way for Future Success
One of the most valuable legacies of ATF 2026 is the launch of the Cebu MICE Guidebook. This comprehensive resource is a game-changer for event planners, featuring everything from venues and accommodations to logistics providers and unforgettable destination experiences. It’s designed to streamline planning and, most importantly, encourage even more future meetings and events in our dynamic province.
With robust public-private collaboration, enhanced infrastructure, a highly trained workforce, and innovative planning tools now firmly in place, Cebu emerges from ATF 2026 not just confident, but globally competitive. We are more than ready to welcome the next wave of ASEAN and international meetings with an unwavering commitment to excellence and reliability. The future of MICE in Cebu is incredibly bright, and we can’t wait to see what comes next!
Source: Original Article
