ASEAN Member State flags stand at the Mactan Expo in Lapu-Lapu City, Cebu, the venue of the ASEAN Tourism Forum 2026.
The Philippines capped off a highly successful run of the ASEAN Tourism Forum (ATF) Travel Exchange (TRAVEX) 2026, generating ₱1.44 billion in partial sales leads during the three-day business-to-business event held from January 28 to 30 at the Mactan Expo in Lapu-Lapu City, Cebu.
The milestone figure reflects renewed international appetite for Philippine and ASEAN destinations, as nearly 300 global buyers from more than 50 key source markets across Asia, Europe, the Middle East, and North America met with 363 ASEAN exhibitors representing hotels, resorts, tour operators, destination management organizations, government agencies, airlines, and MICE venues.
Organized by the Tourism Promotions Board Philippines, TRAVEX 2026 marked the country’s return as host of the prestigious regional tourism platform after a decade. The event not only underscored the Philippines’ capability to mount large-scale international trade gatherings, but also reinforced its growing stature as a Meetings, Incentives, Conferences, and Exhibitions destination in Southeast Asia.
Nearly 300 international buyers from 50 countries participated in ATF TRAVEX 2026.
Over the course of the exchange, participants conducted approximately 7,800 pre-scheduled business appointments, translating into focused, high-value commercial discussions between ASEAN sellers and global travel buyers. The structured format ensured that suppliers were directly connected with decision-makers shaping outbound travel in their respective markets, driving concrete opportunities rather than exploratory talks.
Hosting TRAVEX in Cebu served as a strategic showcase of the country’s readiness to deliver efficient, credible, and results-oriented trade events. The choice of venue highlighted the Philippines’ expanding regional gateways beyond Metro Manila, demonstrating that world-class infrastructure and hospitality standards are now firmly embedded in key provincial hubs.
Beyond the bustling trade floor, ATF 2026 featured ministerial meetings, industry conferences, media engagements, and networking sessions that deepened collaboration among ASEAN Member States. A major outcome of the forum was the adoption of the ASEAN Tourism Sector Plan 2026–2030, a shared roadmap aimed at strengthening tourism enterprises, boosting resilience against future disruptions, and promoting more inclusive and sustainable growth across the region.
Delegates also experienced curated pre-show programs in Cebu and Lapu-Lapu City, immersing themselves in a destination that blends heritage, culture, modern infrastructure, and creative energy. From island-hopping excursions to visits to creative hubs and cultural landmarks, the tours spotlighted Cebu City’s recognition as a UNESCO Creative City of Design and reinforced its appeal for incentive travel and business events.
As ATF 2026 closes on a high note, the Philippines emerges with more than just impressive sales figures. The event reaffirms the country’s role as a proactive regional tourism leader, committed to advancing trade, dialogue, and long-term partnerships that translate into sustainable economic opportunities for destinations and communities nationwide.