Philippines readies Cebu for TRAVEX 2026

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Preparations are well underway for Travel Exchange (TRAVEX) 2026, ASEAN’s flagship tourism trade exchange, scheduled to take place in Cebu from Jan. 28 to 30, 2026, as part of the broader ASEAN Tourism Forum.

Recognized as ASEAN’s premier business-to-business tourism platform, TRAVEX brings together tourism buyers, sellers, and industry decision-makers for focused business engagement and deal-making across the region.

Over the three-day exchange, hundreds of tourism enterprises, tour operators, destination marketers, buyers from ASEAN member states, and dialogue partners are expected to convene for negotiations, partnerships, and long-term business growth.

For the Philippines, hosting TRAVEX 2026 places the country at the center of regional tourism commerce, strengthening market access for Philippine tourism sellers and reinforcing confidence in the country as a reliable regional tourism partner.

The 2026 edition will mark a milestone for Cebu as the first major international event to be staged at the newly completed Mactan Expo Center.

Purpose-built to host large-scale trade exhibitions and conferences, the Mactan Expo Center significantly expands Cebu’s capacity to accommodate regional and global business events, particularly in the meetings, incentives, conferences, and exhibitions sector.

Construction of the Expo Center was accelerated to align with TRAVEX 2026, following the capsule-laying ceremony on April 27, 2024, underscoring the national importance of strengthening the country’s MICE infrastructure.

The Philippines’ hosting of TRAVEX 2026 builds on its long-standing track record as a reliable and experienced host of the ASEAN Tourism Forum, having convened the regional gathering multiple times, most recently in 2016.

Past editions have been marked by close government coordination, strong private sector participation, and active involvement from host communities, enabling the country to meet complex logistical requirements while sustaining high levels of industry engagement.

This experience continues to shape how the Philippines approaches major regional tourism events, anchored on coordination, adaptability, and partnership across sectors.

Philippine delegations have also consistently participated in TRAVEX events across ASEAN, where the country has gained recognition for well-curated presentations that highlight Philippine tourism offerings and incorporate distinctive cultural elements.

For Maria Margarita Montemayor Nograles, chief operating officer of the Tourism Promotions Board, TRAVEX 2026 represents both continuity and progress.

“TRAVEX has always been about business relationships—between destinations, buyers, and sellers,” Nograles said.

“What we are building in Cebu draws from the Philippines’ long experience in hosting regional exchanges, while responding to how the industry has evolved. This is a collective effort across agencies, local governments, and the private sector, all working toward a forum that is productive, well-organized, and grounded in the Filipino brand of service.”

With Cebu set to host delegates from across the region, the Tourism Promotions Board views TRAVEX 2026 as a platform to translate visibility into concrete business outcomes.

The agency aims to ensure that connections forged on the trade floor lead to sustained partnerships, bookings, and growth for Philippine tourism long after the exchange concludes.