The travel industry across Southeast Asia gathered in the Philippines as ASEAN Tourism Forum TRAVEX 2026 successfully concluded in Cebu City, marking another milestone for regional tourism collaboration and business exchange.
Held over three days, the event served as the official travel trade exhibition of the ASEAN Tourism Forum, bringing together tourism leaders, buyers, media, and exhibitors from across the region and beyond. The forum generated strong business results, with more than 9,500 pre-arranged business meetings conducted between tourism sellers and international buyers.
A Major Tourism Marketplace for ASEAN
This year’s TRAVEX featured 261 exhibition booths representing tourism organizations and businesses from nine ASEAN member countries. The exhibition floor welcomed over 1,000 delegates, including 270 international buyers from 50 countries and territories and around 70 members of the media from 25 countries, creating a vibrant global marketplace for travel partnerships and destination promotion.
Delegates were greeted with specially prepared welcome bags containing products from local businesses, highlighting Filipino hospitality while supporting community partners in the Philippines.
Opening Ceremony Led by Tourism Leaders
The event officially opened with a ceremony led by Christina Garcia Frasco, Secretary of the Philippines Department of Tourism. She was joined by key tourism leaders including Widiyanti Putri Wardhana, Indonesia’s Minister of Tourism, and Eddy Krismeidi Soemawilaga, President of the ASEAN Tourism Association.
Also present were Maria Margarita Montemayor Nograles, Chief Operating Officer of the Tourism Promotions Board Philippines, Maria Cynthia King Chan, Mayor of Lapu-Lapu City, and Junard Quirante Chan, representative of the city’s congressional district.
Delegates were later welcomed at the historic Mactan Shrine, where cultural performances, local cuisine, and a festive atmosphere showcased Cebu’s unique blend of heritage and hospitality, ending the evening with a fireworks display.
Business Meetings, Tourism Briefings, and Regional Collaboration
Throughout the forum, buyers and exhibitors engaged in scheduled meetings, destination briefings, and special program sessions that highlighted new tourism products, initiatives, and destination developments across Southeast Asia.
Media participants also received first-hand insights into emerging tourism trends, reinforcing ASEAN’s shared goal of strengthening regional connectivity, boosting destination competitiveness, and promoting Southeast Asia as a diverse global travel region.
The regional camaraderie continued during an evening reception hosted by the Singapore Tourism Board, which welcomed delegates to Singapore, the host of the next ASEAN Tourism Forum TRAVEX 2027.
Celebrating Tourism Excellence in ASEAN
The final day of TRAVEX coincided with the ASEAN Tourism Awards, recognizing outstanding tourism initiatives and service excellence across member states. The forum concluded with a closing dinner celebrating a successful week of collaboration, networking, and industry achievements.
Strengthening ASEAN’s Tourism Future
With strong buyer participation, active exhibitor engagement, and a clear focus on sustainability, digital innovation, and community-based tourism, ATF TRAVEX 2026 reinforced its role as the region’s premier tourism trade platform.
Guided by the theme “Navigating Our Tourism Future, Together,” the event highlighted ASEAN’s united vision for a resilient, inclusive, and competitive tourism industry in the years ahead.
For updates and more information, visit the official ATF Philippines website.
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