Southeast Asia Information Port (www.dnyxxg.com) – From January 25th to 30th, the 44th ASEAN Tourism Forum (ATF 2026) was held in Cebu, Philippines. The Tourism Authority of Thailand (TAT) set up a Thai pavilion during the forum, fully demonstrating its strategic emphasis on high-value tourism, sustainable development, and ASEAN regional tourism cooperation.
This year's ASEAN Tourism Forum, hosted by the Philippines, focused on the theme of "Quality Tourism, Sustainable Development, Regional Integration and Innovation." As a core platform for ASEAN tourism policy coordination and industry cooperation, it attracted active participation from countries across the region. Thailand played a significant role in the forum framework, having hosted it six times previously. In addition to setting up its pavilion, the Thai Ministry of Tourism and Sports also attended the ASEAN Tourism Ministers' Meeting, offering suggestions on policy coordination, the development of sustainable tourism standards, and regional integration.
TAT Governor Thapane Kitapappur stated that the ASEAN Tourism Framework 2026 provides Thailand with an opportunity to deepen regional cooperation and clarify its quality-oriented sustainable tourism development direction. The Tourism Authority of Thailand (TAT) is promoting its global concept of "Healing as the New Luxury" through the TRAVEX conference and ministerial dialogue during the forum. This concept combines health, cultural experiences, and meaningful travel to help ASEAN countries achieve long-term value creation and sustainable development.
The Thailand Pavilion, open from January 28th to 30th during the TRAVEX exhibition, serves as a core platform for showcasing Thailand's tourism resources and promoting cooperation. It focuses on facilitating trade, media interaction, and building partnerships with regional and international counterparts. The pavilion's design incorporates the "Healing as the New Luxury" concept, featuring a tourism information area (offering digital and audiovisual displays) and dedicated spaces for B2B negotiations, media interviews, and strategic discussions. Six Thai tourism suppliers are participating in the exhibition under the coordination of the TAT: Bangkok Montian Hotel, Phuket Lion Park, Krabi Phranan Resort, Thai Airways International, Thailand Premium Card, and Yao Island Paradise Resort.
Data shows that in 2025, Thailand received 9,466,401 tourists from the ASEAN market. Malaysian tourists topped the list with 4,520,856 visitors, followed by Singapore, Indonesia, and the Philippines with 967,341, 787,524, and 704,575 visitors respectively. The number of Filipino tourists increased by 18.19% year-on-year. Currently, air links between the Philippines and Thailand are operated by four airlines, including Philippine Airlines and Thai Airways International, with a total of 86 flights per week connecting multiple cities in both countries, offering a total of 22,458 seats and facilitating tourism between the two nations.
