TPB gears up for ASEAN Tourism Forum 2026, highlights strong performance

Preparations are well underway to position the country to host the ASEAN Tourism Forum (ATF) in 2026, the Tourism Promotions Board (TPB) Philippines said.

This direction took center stage at TPB’s annual Pasasalamat 2025 gathering held on December 10 at its Pasay City headquarters. 

Led by Chief Operating Officer Maria Margarita Montemayor Nograles, the year-end event served not only as a thanksgiving celebration but also as a strategic preview of TPB’s priorities heading into ATF 2026—where the Philippines will also host TRAVEX, the forum’s premier business-to-business travel trade marketplace.

ATF 2026: A major platform for Philippine tourism

Nograles emphasized that hosting ATF offers a rare opportunity to showcase the Philippines’ strengths in tourism marketing, community-based experiences, and sustainable travel innovations. 

The forum is expected to bring together regional ministers, international buyers, tourism boards, and hundreds of industry players.

“ATF 2026 is a moment for the Philippines to lead the conversation,” Nograles said. 

"We are preparing not just to host, but to demonstrate the best of our tourism products, our hospitality, and our commitment to sustainable, community-centered development.”

The TPB COO confirmed that planning committees are in place and coordination with DOT, regional stakeholders, and ASEAN partners is ongoing.

TPB’s major programs—including Community-Based Tourism (CBT), Philippine Motorcycle Tourism (PMT), cyclo-tourism circuits, and the Regional Travel Fair—are expected to play prominent roles in the Philippines’ ATF showcase.

“These initiatives reflect what we want the world to see in 2026,” Nograles said. “A country that celebrates its communities, protects its heritage, and offers meaningful travel experiences.”

The Domestic Tourism Invitational Program, which gives stakeholders firsthand exposure to destinations, will also feed into ATF preparations by ensuring curated, competitive itineraries for international buyers.

Strong performance builds momentum for 2026 hosting

Nograles said the agency’s strong performance over the past two years has positioned TPB for a confident and competitive ATF hosting.

In 2024, TPB achieved its highest budget utilization in history, using 97.97% of its P2.49-billion allocation. This translated into:

• P22.5 billion in actual sales
• P4.2 billion in media value
• Nearly 20,000 B2B meetings with global buyers
• The agency also secured several distinctions, including:
• Best National Tourism Organization in Asia (TTG Asia), for the third straight year
• Sustainability Leader of the Year (TripZilla)
• Most Improved GOCC for 2024 and Best Sustainability Initiatives from the GCG

The Philippines also saw significant global visibility in 2025—from Michelin Guide honors for Filipino culinary talent to the BIE Silver Plaque awarded to the Philippine Pavilion at Expo 2025 Osaka.

“These achievements reinforce our message heading into ATF,” Nograles said. “The Philippines is creative, resilient, and ready for the world.”

Positioning the Philippines for regional leadership

Nograles closed the event by stressing that ATF 2026 represents more than a hosting duty—it is a chance to strengthen the country’s position as a leader in sustainable tourism promotion.

“ATF is our opportunity to set the tone for how Southeast Asia recovers, grows, and tells its story. The Philippines is ready to lead that conversation.”

She then encouraged partners to remain engaged as preparations accelerate in 2025. — BM, GMA Integrated News