As the Philippines prepares to host the ASEAN Tourism Forum (ATF) in 2026, the country stands at a pivotal moment. The ATF is not merely another high-profile gathering. It is Southeast Asia’s premier platform for showcasing destinations, forging partnerships, and shaping regional tourism strategy. For the Philippines, it presents an extraordinary opportunity to reaffirm its place on the global tourism map. This is an opportunity we must seize with unity, focus, and renewed strategic action.

Tourism has long been a pillar of national development. It empowers communities, generates jobs, nurtures cultural pride, and stimulates industries from transport to hospitality, retail to creative enterprises. Yet, despite our world-class natural wonders and warm, hospitable people, Philippine tourism continues to lag behind some ASEAN neighbors in competitiveness.

Thailand, Vietnam, Malaysia, Singapore, and Indonesia continue to outpace us in arrivals, infrastructure readiness, connectivity, and marketing visibility. The Philippines often scores high in natural resources and cultural richness, but lower in ease of travel, airport and road infrastructure, digital readiness, and safety perception. This gap does not diminish our strengths, but it does highlight where focused reforms and investments are needed.

Hosting ATF 2026 gives us a platform to reset and reposition. But success will depend on a whole-of-nation effort, including government action and broad participation from industry players, local communities, LGUs, media, and the Filipino public.

The national government must accelerate infrastructure upgrades, especially airports and key access roads to major destinations. The ongoing improvements in the Ninoy Aquino International Airport and the construction or expansion of regional airports such as Clark, Cebu, Davao, and Bohol must be sustained and completed with urgency. A seamless, reliable travel experience is a must if we are to compete regionally.

Local government units, meanwhile, must strengthen tourism governance by ensuring clean, safe, orderly, and environmentally sustainable destinations. Visitors today seek not only scenic beauty but also reliability. LGUs that crack down on overpricing, enforce cleanliness standards, and uphold responsible tourism will lead the way.

The private sector—hotels, airlines, travel agencies, tour operators, malls, restaurants, and digital platforms—must continue elevating service quality. The Philippine brand of hospitality has always been our competitive edge. Now we must match that warmth with digital efficiency, data-driven marketing, and global-standard professionalism. Airlines, in particular, should expand routes and enhance pricing competitiveness to make travel to the Philippines more accessible.

Communities and cultural stakeholders also play a vital role. Festivals, heritage sites, crafts, and local cuisines need sustained support to ensure authenticity and quality. Tourism thrives when communities benefit, and when visitors feel welcomed through genuine cultural experience.

The Manila Bulletin joins the Department of Tourism’s major media partners in dedicating its resources across all platforms to a full projection of ATF 2026’s major events such that the country’s recognized expertise in hosting multinational fora shall again shine through.

Finally, Filipinos everywhere—in the archipelago and overseas—can be our most powerful ambassadors. A kind gesture, a clean public space, a compelling social media post, or simply speaking proudly about our islands contributes to building the nation’s image.

ATF 2026 will put the Philippines in the regional spotlight. Let us ensure the world sees a nation confident in its identity, committed to service excellence, and ready to welcome visitors with both beauty and warmth. By rallying behind Philippine tourism today, we help create a more dynamic, inclusive, and globally competitive future for all Filipinos.