Momentum is steadily building for TRAVEX 2026, ASEAN’s premier tourism trade exchange, which will be held in Cebu from 28 to 30 January 2026. Taking place under the umbrella of the ASEAN Tourism Forum, TRAVEX continues to stand as the region’s leading business-to-business marketplace—uniting tourism stakeholders for high-level networking, strategic discussions, and commercial partnerships.
Recognized as ASEAN’s key travel trade platform, TRAVEX serves as a vital bridge between destinations and global markets. Over the course of three days, it will gather hundreds of tourism enterprises, tour operators, destination promoters, and buyers from ASEAN Member States and Dialogue Partners. The exchange creates a dynamic environment for negotiations, collaboration, and long-term business expansion. For the Philippines, hosting TRAVEX 2026 positions the country at the heart of regional tourism trade—opening wider opportunities for Philippine sellers while strengthening international confidence in the country as a dependable tourism partner.
A major highlight of TRAVEX 2026 is its role as the first large-scale international event to be staged at the newly completed Mactan Expo Center in Cebu. Designed specifically for major exhibitions and conferences, the venue significantly boosts Cebu’s ability to host high-profile regional and global gatherings. Development of the Expo Center was fast-tracked in preparation for TRAVEX, following the capsule-laying ceremony on April 27, 2024—a clear signal of the national priority placed on advancing the Philippines’ MICE infrastructure.
The Philippines’ hosting of TRAVEX 2026 is anchored in its proven experience as a long-time ASEAN Tourism Forum host, having successfully welcomed the regional event on multiple occasions, most recently in 2016. This reflects the country’s enduring role in fostering ASEAN tourism cooperation and trade engagement. Past editions have been marked by strong government coordination, active private sector participation, and meaningful involvement of host communities—allowing the Philippines to deliver complex events with professionalism and high industry impact.
This depth of experience continues to shape the country’s approach to organizing major tourism platforms today—guided by collaboration, adaptability, and shared commitment. Philippine delegations have also remained highly visible across TRAVEX events throughout ASEAN, frequently earning recognition for well-designed showcases that highlight the country’s tourism strengths while integrating distinct cultural experiences.
For Tourism Promotions Board (TPB) Chief Operating Officer Maria Margarita Montemayor Nograles, TRAVEX 2026 represents both continuity and forward momentum for Philippine tourism trade.
“TRAVEX has always been about business relationships—between destinations, buyers, and sellers,” Nograles said. “What we are building in Cebu draws from the Philippines’ long experience in hosting regional exchanges, while responding to how the industry has evolved. This is a collective effort across agencies, local governments, and the private sector, all working toward a forum that is productive, well-organized, and grounded in the Filipino brand of service.”
With Cebu preparing to welcome delegates from across ASEAN and beyond, TPB views TRAVEX 2026 as more than a showcase—it is a platform to turn regional visibility into concrete business results. The goal is to ensure that partnerships formed on the trade floor translate into sustained bookings, stronger collaborations, and continued growth for Philippine tourism well beyond the event itself.
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