The Association of Southeast Asian Nations’ (ASEAN) flagship travel and trade exchange, Travel Exchange (TRAVEX) 2026, officially opened its doors at the newly inaugurated state-of-the-art Mactan Expo Center in Lapu-Lapu City, Cebu, today, gathering hundreds of buyers, sellers, and exhibitors from countries around the globe.
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 2026 aims to connect destinations with international markets. Tourism enterprises, tour operators, destination marketers, and buyers from ASEAN including the Philippines, Thailand, Vietnam, Indonesia, Laos, Cambodia, Malaysia, Myanmar, and the regional bloc’s newest member state, Timor-Leste, along with its Dialogue Partners will convene from January 28 to 30, 2026, for negotiations, partnerships, and discuss the future of ASEAN tourism.
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.
Department of Tourism (DOT) Secretary Christina Garcia Frasco led the opening ceremony, alongside Minister of Tourism of Indonesia Widiyanti Putri Wardhana, 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.
“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 Secretary Frasco, 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.
𝗖𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗻𝗴 𝗱𝗲𝘀𝘁𝗶𝗻𝗮𝘁𝗶𝗼𝗻𝘀 𝘁𝗼 𝘁𝗵𝗲 𝘄𝗼𝗿𝗹𝗱
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.
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.
Included in the post-tour are domestic air tickets, hotel accommodation for five days and four nights, full-board meals, land transportation, tour guides, souvenirs, and tour kits
Last January 27, around 80 buyers, including media, participated in the five pre-show tours: Cebu’s Heritage Tour, Cebu’s Creative Journey, Island Hoping, Leisure Golf Experience in Northern Cebu, and Lapu-Lapu City Cultural Tour.
Over the past three years, Philippines-hosted TRAVEX sales leads have grown significantly from USD 1.68 million (₱100 million) in 2023 to a record-breaking USD 7.35 million (₱437 million) in 2025. This year’s Philippine participation in TRAVEX targets a yield of USD 17.16 million (₱1.02 billion) in sales.
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The Association of Southeast Asian Nations’ (ASEAN) flagship travel and trade exchange, Travel Exchange (TRAVEX) 2026, officially opened its doors at the newly inaugurated state-of-the-art Mactan Expo Center in Lapu-Lapu City, Cebu, today, gathering hundreds of buyers, sellers, and exhibitors from countries around the globe.
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 2026 aims to connect destinations with international markets. Tourism enterprises, tour operators, destination marketers, and buyers from ASEAN including the Philippines, Thailand, Vietnam, Indonesia, Laos, Cambodia, Malaysia, Myanmar, and the regional bloc’s newest member state, Timor-Leste, along with its Dialogue Partners will convene from January 28 to 30, 2026, for negotiations, partnerships, and discuss the future of ASEAN tourism.
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.
Department of Tourism (DOT) Secretary Christina Garcia Frasco led the opening ceremony, alongside Minister of Tourism of Indonesia Widiyanti Putri Wardhana, 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.
“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 Secretary Frasco, 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.
𝗖𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗻𝗴 𝗱𝗲𝘀𝘁𝗶𝗻𝗮𝘁𝗶𝗼𝗻𝘀 𝘁𝗼 𝘁𝗵𝗲 𝘄𝗼𝗿𝗹𝗱
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.
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.
Included in the post-tour are domestic air tickets, hotel accommodation for five days and four nights, full-board meals, land transportation, tour guides, souvenirs, and tour kits
Last January 27, around 80 buyers, including media, participated in the five pre-show tours: Cebu’s Heritage Tour, Cebu’s Creative Journey, Island Hoping, Leisure Golf Experience in Northern Cebu, and Lapu-Lapu City Cultural Tour.
Over the past three years, Philippines-hosted TRAVEX sales leads have grown significantly from USD 1.68 million (₱100 million) in 2023 to a record-breaking USD 7.35 million (₱437 million) in 2025. This year’s Philippine participation in TRAVEX targets a yield of USD 17.16 million (₱1.02 billion) in sales.
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