ASEAN Travel Exchange in Cebu Generates P1.44 Billion in Sales Leads
The ASEAN Travel Exchange (Travex) 2026, held in Cebu last month, has achieved a significant milestone by generating P1.44 billion in initial sales leads, according to a post-event brief from the Tourism Promotions Board (TPB) dated February 11, 2026. This event, organized as part of the ASEAN Tourism Forum, marks the Philippines' return as host after a decade, showcasing its capabilities as a premier Mice (Meetings, Incentives, Conferences, and Exhibitions) destination.
International Participation and Business Engagement
The three-day exchange, which took place at the newly constructed Mactan Expo in Lapu-Lapu City from January 28 to 30, 2026, gathered nearly 300 international buyers from over 50 key source markets across Asia, Europe, the Middle East, and North America. Participants engaged in approximately 7,800 pre-scheduled business appointments, facilitating direct commercial discussions between ASEAN sellers and global buyers. This high level of engagement underscores strong buyer confidence and renewed momentum for tourism in the region.
Exhibitor Representation and Regional Impact
A total of 363 ASEAN exhibitors participated in Travex 2026, representing a diverse range of sectors including hotels and resorts, tour operators, destination management organizations, government agencies, airlines, and Mice venues. The TPB emphasized that hosting the event in Cebu reflected the Philippines' readiness to deliver efficient, credible, and results-oriented trade events, reinforcing its position as an active driver of tourism trade and regional cooperation in Southeast Asia.
Strategic Significance and Future Outlook
The partial sales leads from Travex 2026 signal the success of the exchange and highlight the Philippines' role as a regional tourism leader. With the ASEAN Tourism Forum concluding on a strong note, the country reaffirms its commitment to advancing dialogue, trade, and partnerships that support long-term growth for destinations and communities across the nation. This event not only boosted economic prospects but also strengthened the Philippines' reputation as a capable and dynamic player in the global tourism industry.
