How Public–Private Leadership and the Cebu MICE Alliance Are Driving Confidence in ASEAN Meetings
Cebu celebrates the successful hosting of the 45th ASEAN Tourism Forum (ATF) 2026, a milestone that firmly positioned the province at the center of the ASEAN tourism and meetings landscape. Beyond its visibility, the forum underscored how deeply Cebu’s broader economy—spanning hospitality, transport, trade, agriculture, real estate, and professional services—depends on the effective execution of international events, while generating strong momentum for future ASEAN and global meetings expected throughout the year.
Media reports and official releases noted that ATF 2026 convened over 5,000 participants, including ASEAN tourism ministers, senior government officials, heads of national tourism organizations, international buyers, airline and transport executives, travel trade leaders, media, and private-sector stakeholders. The diversity and seniority of these participants highlighted both the scale and complexity of the hosting effort, affirming Cebu’s readiness to deliver high-level regional gatherings.
In a statement reflecting the economic and strategic importance of the forum, Department of Tourism Secretary, Christina Garcia Frasco emphasized that ATF 2026 extends beyond tourism promotion:
“Hosting the ASEAN Tourism Forum 2026 is both an economic opportunity and a strategic statement of the Philippines’ commitment to advancing a cooperative, forward-looking ASEAN tourism agenda with tangible benefits across our communities. Under the Marcos Administration’s vision of economic development driven by tourism, this forum allows the Philippines to generate jobs, stimulate local enterprises, and attract investments, while showcasing our readiness to lead, convene, and deliver on the regional stage.”
MICE: Beyond Capacity, Towards Quality
ATF 2026 reinforced Cebu’s role as a reliable host for complex, multi-sectoral business events. The forum brought together tourism ministers, national tourism organizations, and industry leaders from across ASEAN, demonstrating Cebu’s ability to manage ministerial meetings, trade exchanges, and bilateral engagements that demand precision, coordination, and operational discipline.
A key venue supporting this was the newly opened Mactan Expo, developed by Megaworld and located within the Mactan Newtown township. The venue hosted the Travel Exchange (TRAVEX) from January 28 to 30, enabling structured business-to-business meetings between Philippine tourism sellers and international buyers—translating regional visibility into concrete commercial opportunities.
Complementing this, the ASEAN Tourism Standard Awards and Closing Ceremony were held at the NUSTAR Convention Centre in Cebu City. Looking ahead, additional venues such as the SMX Convention Center Cebu and SM Seaside Arena further strengthen Cebu’s ability to host a broader range of international meetings and exhibitions.
Private Sector Confidence and Economic Impact
For the Cebu Chamber of Commerce and Industry, ATF 2026 demonstrated how major international events act as economic accelerators. Industries represented within the Chamber—from manufacturing and logistics to IT-BPM, aviation, retail, and real estate—stand to benefit directly from Cebu’s growing credibility as a MICE destination.
Jay Yuvallos, President of the Cebu Chamber of Commerce and Industry, underscored the long-term value of such events:
“Events like the ASEAN Tourism Forum serve as powerful catalysts across multiple dimensions of economic development. Preparations accelerate upgrades to airports, roadways, utilities, hospitality standards, and convention facilities—improvements that permanently enhance Cebu’s capacity to attract and host high-value business and tourism activities long after the forum concludes.”
Cebu M.I.C.E. Stakeholders and Government Collaboration
The successful execution of ATF 2026 was driven by close collaboration between Cebu MICE stakeholders, the Department of Tourism (DOT), and the Tourism Promotions Board (TPB). Working in alignment, these institutions coordinated planning, standards-setting, and on-ground execution—ensuring that venues, accommodations, transport, and delegate services operated as a single, integrated system.
Cleofe Albiso, who serves as Managing Director of Megaworld Hotels & Resorts and President of the Cebu MICE Alliance, emphasized that this level of coordination is critical to sustaining Cebu’s competitiveness.
“Cebu’s hosting of the ASEAN Tourism Forum reflects its readiness to compete in the global MICE space—not just in terms of capacity, but in the quality and consistency of experiences it delivers,” Albiso said.
Filipino Hospitality and Workforce Readiness
Hotels across Cebu accommodated thousands of ATF delegates, supported by international site inspections to ensure global standards in service, safety, and security. The province currently has approximately 3,240 DOT-accredited rooms, reinforcing its ability to support major international events.
Beyond physical infrastructure, the Department of Tourism led extensive human capital preparations. More than 10,000 tourism front-liners nationwide underwent training under the Filipino Brand of Service Excellence, while around 1,000 volunteers completed Project HARANA (Hosting ASEAN with Readiness, Authenticity, Nationalism, and Agility)—receiving site-specific preparation for ATF-related activities and future ASEAN engagements.
Connectivity and Aviation Support
The scale of ATF 2026 required strong coordination across aviation and airport operations. Michelle Eve De Guzman, Marketing Director of Cebu Pacific Air, highlighted the confidence gained from the event’s execution:
“The ASEAN Tourism Forum 2026 increases confidence in Cebu’s capability to handle international events of this scale, with meaningful implications for capacity planning and off-peak travel tied to conferences and exhibitions.”
This was supported by operational enhancements at the Mactan-Cebu International Airport, including fast-track processes and dedicated arrangements for delegates, alongside expanded regional connectivity by airline partners—reinforcing Cebu’s accessibility for business and events travel.
A Forward-Looking Legacy
Through strong public–private collaboration, ATF 2026 generated a multiplier effect across Cebu’s economy and strengthened confidence among international planners considering future ASEAN meetings in the Philippines. The forum demonstrated that Cebu’s MICE ecosystem—anchored on infrastructure, talent, coordination, and leadership—is not only ready, but resilient and repeat-capable.
Cebu MICE Guidebook: A Resource for Future Event Planners
As part of ATF 2026, Cebu officially launched the Cebu MICE Guidebook, a comprehensive and practical planning reference designed to support organizers in navigating the province’s meetings and events landscape. The guidebook consolidates essential information on venues, accommodations, logistics, suppliers, and destination experiences—empowering planners to move forward with clarity, efficiency, and confidence.
The Cebu MICE Guidebook is accessible online at:
https://online.anyflip.com/ofqyc/mulj/mobile/index.html
With ATF 2026 successfully concluded and the Cebu MICE Guidebook now available as a planning tool, Cebu moves forward with confidence—ready to welcome the next wave of ASEAN and global meetings with consistency, collaboration, and excellence.
