Philippines Hosts ASEAN Tourism Forum in Cebu, Generates PHP1.44 Billion in Sales Leads
The Philippines marked a significant milestone in regional tourism by hosting the ASEAN Tourism Forum in Cebu from January 28 to 30, 2026. According to a post-event brief released by the Tourism Promotions Board on February 11, the accompanying Travel Exchange 2026 generated an impressive PHP1.44 billion in initial sales leads, signaling a robust recovery and growth in the tourism sector.
International Participation and Exhibitor Engagement
The event, held at the newly constructed Mactan Expo in Lapu-Lapu City, attracted nearly 300 international buyers from over 50 key source markets across Asia, Europe, the Middle East, and North America. This diverse participation underscores the global interest in ASEAN tourism offerings.
A total of 363 ASEAN exhibitors participated in TRAVEX 2026, representing a wide array of tourism stakeholders:
- Hotels and resorts
- Tour operators
- Destination management organizations
- Government agencies
- Airlines
- Meetings, Incentives, Conferences, and Exhibitions (MICE) venues
Strengthening Regional Tourism Leadership
The Tourism Promotions Board emphasized that hosting TRAVEX 2026 in Cebu marked the Philippines' return as host after a decade, reinforcing the country's position as a capable MICE destination and an active driver of tourism trade and regional cooperation in Southeast Asia.
"Hosting TRAVEX in Cebu reflected the Philippines' readiness to deliver efficient, credible, and results-oriented trade events," the TPB stated in its brief. The partial sales leads generated during the event not only signaled the success of TRAVEX but also underscored strong buyer confidence and renewed momentum for Philippine and ASEAN tourism.
Business Appointments and Commercial Discussions
During the three-day forum, participants engaged in approximately 7,800 pre-scheduled business appointments. These structured meetings facilitated direct commercial discussions between ASEAN sellers and global buyers, creating valuable networking opportunities and potential partnerships.
The TPB highlighted that "with ATF 2026 concluding on a strong note, the Philippines reaffirms its role as a regional tourism leader committed to advancing dialogue, trade, and partnerships that support long-term growth for destinations and communities across the country."
Integrated Forum Structure
TRAVEX was organized by the Tourism Promotions Board as an integral component of the three-day ASEAN Tourism Forum. The event was held alongside high-level ASEAN Tourism ministers' meetings in Cebu, creating a comprehensive platform for policy discussions and commercial exchanges.
The successful execution of this major international event demonstrates the Philippines' growing capability to host significant regional gatherings while generating substantial economic benefits through tourism trade development.
