# Public-private partnerships strengthened Philippines' hosting of ATF 2026 in Cebu

- Link: https://www.thailand-business-news.com/pr-news/public-private-partnerships-strengthened-philippines-hosting-of-atf-2026-in-cebu
- Published: 2026-04-30T15:43:00+07:00
- Author: PR Newswire

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CEBU CITY, Philippines, April 30, 2026 /PRNewswire/ — Public–private partnerships
played a key role in the successful hosting of the ASEAN Tourism Forum (ATF) 2026,
as industry leaders, institutions, and stakeholders worked in collaboration with
the [Department of Tourism (DOT)](https://www.facebook.com/DepartmentOfTourism) 
to deliver the region’s premier tourism gathering in Cebu.

 [ ⌊The Philippines showcased its world-famous brand of hospitality at the ASEAN Tourism Forum (ATF) 2026 held in the cities of Cebu, Lapu-Lapu, and Mandaue throughout a week-long event. Courtesy of Department of Tourism Office of Public Affairs and Advocacy⌉ ](https://mma.prnasia.com/media2/2969803/Photo.html)

The Philippines showcased its world-famous brand of hospitality at the ASEAN Tourism
Forum (ATF) 2026 held in the cities of Cebu, Lapu-Lapu, and Mandaue throughout a
week-long event. Courtesy of Department of Tourism Office of Public Affairs and 
Advocacy

Held from 26 to 30 January 2026, the forum carried the theme "Navigating Our Tourism
Future, Together," underscoring a shared commitment to regional cooperation and 
inclusive growth. The forum was designed to strengthen connectivity, enhance destination
competitiveness, and advance a more inclusive and future‑ready tourism sector across
Southeast Asia.

The event’s success was driven by the strong support and tireless coordination of
local government units across Cebu, including Cebu City, Lapu-Lapu City, and Mandaue
City.

Throughout the weeklong forum, tourism frontliners, volunteers, organizers, and 
security teams closely worked together to ensure a seamless experience for an estimated
5,000 delegates. Organizers emphasized that the hosting served as a strategic statement
of the Philippines’ commitment to advancing a cooperative, forward-looking ASEAN
tourism agenda.

Key institutional and strategic partners included the Asian Development Bank and
the US–ASEAN Business Council, whose support reinforced the forum’s role as a platform
for policy dialogue and regional cooperation. Aviation partners Philippine Airlines
and Cebu Pacific bolstered regional connectivity, while Agoda and CNN International
amplified the event’s global reach and visibility.

Key components of ATF 2026 included the Government Meetings, the Travel Exchange,
and the ASEAN Tourism Conference – each serving as a vital platform for industry
leaders to drive growth, foster collaboration, and strengthen business relationships
across the region.

A key milestone of the forum was the official launch of the ASEAN Tourism Sectoral
Plan (ATSP) 2026–2030, which sets the strategic direction for the region’s tourism
development over the next five years. The Philippines, as Lead Country Coordinator
for the implementation of the ATSP 2026–2030, reaffirmed its central role in steering
regional initiatives toward sustainability, innovation, and inclusive growth, while
working closely with ASEAN Member States and dialogue partners.

Hospitality support for ATF 2026 was anchored by a strong network of hotel and resort
partners across Cebu, reflecting the depth and diversity of the destination’s accommodation
sector. At the center of high-level engagements, Nustar Resort served as the official
venue and accommodation for the ASEAN Tourism Ministers, hosting key meetings in
a setting that blends modern luxury with world-class facilities.

A key contribution to the forum’s successful delivery was the coordination with 
Megaworld Corporation, which enabled the Mactan Expo Center to be utilized as the
venue for the Travel Exchange (TRAVEX). The facility provided a modern and versatile
setting that enabled the seamless staging of business-to-business engagements and
exhibitions – underscoring Cebu’s growing strength as a competitive Meetings, Incentives,
Conferences, and Exhibitions (MICE) destination within the ASEAN region.

Philippine creativity and craftsmanship were likewise prominently showcased through
partners such as the Cebu Furniture Industries Foundation, Inc., Destileria Limtuaco&
Company, Inc., and Islands Souvenirs, alongside a curated selection of local food
and lifestyle brands, highlighting the country’s rich cultural heritage and vibrant
creative industries."

Government support for the forum was led by the Lapu-Lapu City Government, Cebu 
City Government, and the Provincial Government of Cebu, whose coordinated efforts
were instrumental in ensuring the smooth and successful delivery of ATF 2026. The
Tourism Infrastructure and Enterprise Zone Authority (TIEZA) likewise extended key
support for the ASEAN Tourism Conference, reinforcing the Philippines’ commitment
to advancing tourism development through strategic partnerships and knowledge exchange.

By the close of the event, the Philippines had once again demonstrated its capability
to stage world-class international gatherings – firmly positioning Cebu as an emerging
hub for global tourism, investment, and trade.

Visit the Department of Tourism Philippines’ official website [tourism.gov.ph](http://tourism.gov.ph/).

[Facebook – The Philippines](https://www.facebook.com/officialTourismPHL) | [Instagram](https://www.instagram.com/tourism_phl/)
| [X](https://x.com/TourismPHL) | [Tiktok](https://www.tiktok.com/@tourismphilippines)
| [Youtube](https://www.youtube.com/c/TourismPhilippines)

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**Read the original article :** [Public-private partnerships strengthened Philippines' hosting of ATF 2026 in Cebu ](http://www.prnasia.com/story/archive/4947747_AE47747_0?rand=184833)