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Rosette Adel - Philstar.com
January 29, 2026 | 7:44pm
MANILA, Philippines — The Philippines welcomed hundreds of buyers, sellers and exhibitors from across the globe as the Association of Southeast Asian Nations' flagship travel and trade exchange, TRAVEX 2026, officially opened at the new Mactan Expo Center in Cebu on Wednesday, January 28.
Tourism Secretary Christina Frasco led the opening ceremony, joined by ASEAN tourism ministers, officials from dialogue partner countries and key Philippine tourism representatives.
“TRAVEX showcases the diversity and maturity of ASEAN tourism offerings. It is a platform that brings together not only destinations and products but also aspirations, partnerships, and shared responsibility for the future of tourism in our region,” Frasco said, emphasizing that the event goes beyond business transactions to foster long-term regional collaboration.
Under the administration of President Ferdinand Marcos Jr., TRAVEX 2026 underscores the Philippines’ leadership role in ASEAN tourism and its capacity to host large-scale international business events.
Connecting ASEAN destinations with global markets
A total of 271 buyers from 50 countries, along with 124 Philippine sellers and 222 ASEAN exhibitors, gathered at the expo to explore partnerships, negotiate deals, and discuss the future of regional tourism. Participating countries include Thailand, Vietnam, Indonesia, Laos, Cambodia, Malaysia, Myanmar and Timor-Leste, along with ASEAN’s dialogue partners.
The event features pre-scheduled business-to-business meetings, giving sellers, from hotels, airlines, and tour operators to MICE (Meetings, Incentives, Conferences, and Exhibitions) venues and government agencies, the chance to directly connect with international buyers.
Over the past three years, Philippine-hosted TRAVEX has seen sales leads grow from USD $1.68 million (P100 million) in 2023 to USD $7.35 million (P437 million) in 2025. This year, participation targets US$17.16 million (P1.02 billion) in sales.
Cultural heritage meets business
Meanwhile, in fulfillment of its promise of continuity, the Philippine Pavilion at TRAVEX 2026 reintroduces materials showcased at Expo 2025 Osaka, including handwoven textile panels and rattan structures created by Filipino artisans. About 70% of the booth’s components were repurposed from the Expo Pavilion, highlighting sustainability and community-based tourism.
The pavillion has been awarded the Silver Award for Exhibition Design by the Bureau International des Expositions (BIE) in October 2025, recognizing its outstanding creativity, craftsmanship and visitor experience.
“Expo 2025 Osaka gave the Philippines strong visibility on the global stage. Bringing these materials into TRAVEX allows that momentum to continue—where cultural presentation supports real business conversations, and global exposure translates into partnerships that benefit our communities," Tourism Promotions Board Chief Operating Officer Maria Margarita Nograles said.
The artworks, representing regions such as Davao, Cebu, Bicol and Ilocos, provide trade delegates a closer encounter with Filipino regional identity within a business-focused setting. Following TRAVEX, selected pieces will be transferred to the National Museum of the Philippines, extending their public accessibility.
Post-event tours and engagement
Aside from the TRAVEX events, running until January 30, delegates can also participate in curated post-ASEAN tours to explore Philippine destinations, from beaches and island resorts to cultural, gastronomic and heritage sites, including Clark, Manila, Bohol, Davao, Dumaguete, Siquijor, Coron and El Nido in Palawan.
The post-tour included domestic air tickets, hotel accommodation for five days and four nights, full-board meals, land transportation, tour guides, souvenirs and tour kits.
Before the opening of TRAVEX, around 80 buyers, including media, participated in the five pre-show tours on January 27. These tours are Cebu’s Heritage Tour, Cebu’s Creative Journey, Island Hoping, Leisure Golf Experience in Northern Cebu and Lapu-Lapu City Cultural Tour.
