MANILA (Bernama-PNA): The Philippines is ready to help shape the future of tourism in the region as the Philippines' hosting of the 2026 Association of South-East Asian Nations (Asean) nears, its Department of Tourism (DOT) said.
According to the Philippine News Agency (PNA), the agency issued the statement on Christmas Day as it welcomes the coming year with optimism amid the challenges the industry faced in 2025.
"Looking ahead, the Philippines prepares to host the United Nations Tourism Global Forum on Gastronomy and the Asean Tourism Forum 2026 in Cebu, affirming our leadership and resilience in shaping the future of tourism in the region,” Tourism Secretary Christina Frasco said Thursday.
The DOT is hosting the 2026 Asean Tourism Forum (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 Action Plan, of which the Philippines is the country coordinator.
For the Philippines, the DOT said it would continue to scale collaboration and promotion efforts to boost the industry, which remains a huge driver of the Philippine economy.
Recovery of inbound arrivals had been sluggish this year due to visa disruptions, natural calamities affecting destinations, security perceptions, and limited air connectivity.
"This year tested our nation. Natural calamities struck our communities, disrupted livelihoods, and reminded us how fragile progress can be,” Frasco said.
"In these most difficult moments, tourism stood as a source of hope, restoring work, sustaining families, and helping communities rise with courage and resolve,” she added.
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 the 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 travel.
The agency, Frasco said, continued to lift up hospitality standards through the Filipino Brand of Service Excellence by equipping the tourism workforce with skills and values that reflect the best of Filipino.
At the grassroots level, she cited the success of the Tourism Champions Challenge, which enables local government units across the country to invest in their own tourism initiatives.
"In these most difficult moments, tourism stood as a source of hope, restoring work, sustaining families, and helping communities rise with courage and resolve,” she said.
"Tourism moved forward because of our people. Our workers persevered, our partners stood firm, and our communities continued to welcome the world with the grace and generosity of being Filipino, even amid uncertainty,” she added. -- Bernama-PNA
