Foreign tourists walk along a beach in Boracay Island, the Philippines. Photo by AP
The Philippines is set to help shape the region’s tourism future as it assumes the ASEAN chairmanship in 2026, the Philippine Department of Tourism (DOT) said.
The agency issued the statement on Christmas Day as it welcomes the coming year with optimism amid the challenges the industry faced in 2025.
Tourism Secretary Christina Frasco said the Philippines prepares to host the United Nations Tourism Global Forum on Gastronomy and the ASEAN Tourism Forum (ATF) 2026 in Cebu, affirming the country’s leadership and resilience in shaping the future of tourism in the region.
The DOT is hosting the ATF in Cebu, scheduled from Jan. 26 to 29, alongside the ministerial meeting of ASEAN Tourism Ministers.
One of the major outcome documents expected at the high-level meet is the ASEAN Tourism Strategic Plan, of which the Philippines is the country coordinator.
For the Philippines, the DOT said it will continue to scale collaboration and promotions efforts to boost the industry, which remains a huge driver of Philippine economy.
In 2025, recovery of inbound arrivals had been sluggish this year due to visa disruptions, natural calamities affecting destinations, security perceptions, and limited air connectivity.
Frasco said this year tested the Philippines as natural calamities struck its communities, disrupted livelihoods, and reminded the country how fragile progress can be. She stressed that in these most difficult moments, tourism stood as a source of hope, restoring work, sustaining families, and helping communities rise with courage and resolve.
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 Tourist Call Center, and launched the country’s first transit tours alongside the medical concierge at the Ninoy Aquino International Airport to enhance accessibility and traveler experience.
According to Frasco, the agency continued to lift up hospitality standards through the Filipino Brand of Service Excellence by equipping tourism workforce with skills and values that reflect the best of Filipino.
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