ATF-TRAVEX-2026 :Leads to Tangible Outcomes
CEBU/Philippines, BTNp: THE ASEAN flagship travel and trade exchange, —Travel Exchange (TRAVEX)— 2026, officially opened at the newly inaugurated state-of-the-art Mactan Expo Center in Lapu-Lapu City, Cebu, this morning (Wednesday, Jan. 28).
A total of 271 buyers from 50 countries across the globe, as well as 124 Philippine sellers and 222 ASEAN exhibitors, have signed up for the region’s most important business-to-business platform.
“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,” said Department of Tourism (DOT) Secretary Christina Garcia Frasco, when opening the ASEAN TRAVEX 2026.
Organized as part of the broader ASEAN Tourism Forum (ATF), TRAVEX 2026 serves as a primary hub for buyers to assess products from various ASEAN destinations, while giving sellers the opportunity to engage with potential buyers through pre-scheduled appointments, facilitating business-to-business connections.
DOT Secretary, affirming that the travel trade event is more than a business but an opportunity that leads to tangible outcomes, lasting collaborations, and a stronger ASEAN tourism community.
Under the administration of President Ferdinand R. Marcos Jr., the Philippines banners TRAVEX 2026 as both a responsibility and a statement of confidence in Cebu’s capacity to host large-scale regional and global business events.
TRAVEX 2026 aims to connect destinations with international markets, tourism enterprises, tour operators, destination marketers. And apart from ASEAN members, there are also buyers from Argentina, Australia, Bangladesh, Bosnia and Herzegovina, Brazil, Bulgaria, Canada, China PR, Croatia, Czech Republic, France, Germany, Greece, Hong Kong SAR, Hungary, India, Israel, Italy, Japan, Lithuania, Mexico, Mongolia, Morocco, Nepal, Netherlands, Norway, Pakistan, Poland, Portugal, Romania, Russian Federation, Singapore, Slovakia, South Africa, South Korea, Spain, Switzerland, Taiwan, Turkey, United Arab Emirates, United Kingdom, and United States.
According DOT, Philippine exhibitors include hotels and resorts, travel and tours agencies, MICE venues, airlines, and government agencies, all of which come together to be at the center of regional commerce, hoping to strengthen market access for local sellers. Over the past three years, Philippines-hosted TRAVEX sales leads have grown significantly from USD 1.68 million (₱100 million) in 2023.
ASEAN TRAVEX along with its Dialogue Partners will convene from January 28 to 30, 2026, for negotiations, partnerships, and discuss the future of ASEAN tourism.
Unified Tourism Destination
Department of Tourism (DOT) Secretary Christina Garcia Frasco led the opening ceremony, alongside ASEAN Tourism Association President Eddy Krismeidi, Tourism Promotions Board Chief Operating Officer Maria Margarita Montemayor Nograles, representatives from ASEAN member states, local officials, and dignitaries, all united by a shared regional vision—to promote ASEAN as a unified tourism destination.
The event also features six curated complimentary post-ASEAN tours, allowing delegates to explore the Philippines’ wealth of destinations – from pristine beaches and island resorts to vibrant gastronomy, cultural, and heritage sites, including some of the country’s top tourist destinations like Clark, Pampanga & Manila, Bohol, Davao, Dumaguete, Siquijor, and Coron and El Nido in Palawan. *BTNewspaper
