Business, not beach selfies, took the spotlight as the ASEAN Tourism Forum Travel Exchange 2026 closed in Cebu with P1.44 billion in partial sales leads, signaling brisk commercial momentum for Philippine and regional tourism.
Held from January 28 to 30 at the Mactan Expo in Lapu-Lapu City, TRAVEX functioned as a high-speed marketplace where buyer interest was expected to translate into bookings. By the end of the three-day run, the numbers suggested it did.
The billion-peso tally reflects negotiated leads rather than signed contracts, but it offers a concrete measure of demand returning to ASEAN destinations.
Organized by the Tourism Promotions Board Philippines, the event drew nearly 300 international buyers from more than 50 source markets across Asia, Europe, the Middle East, and North America. They met 363 ASEAN exhibitors, from hotels and resorts to airlines, tour operators, destination management companies, government agencies, and MICE venues.
Around 7,800 pre-scheduled appointments kept the trade floor in constant motion, with back-to-back pitches, product briefings, and contract discussions.
The scale of meetings underscores TRAVEX’s core function as a deal-making engine. While ministerial sessions tackled sustainability and resilience, the real action was commercial. Exposure is valuable, but purchase orders pay the bills.
Hosting duties also mattered. Staging the exchange in Cebu highlighted the Philippines’ ability to mount efficient, business-focused events outside the capital, reinforcing its credentials as both destination and organizer.
The P1.44 billion in leads suggests confidence is firming up, particularly as airlines restore routes and travelers diversify beyond traditional gateways.
The challenge now is conversion. Turning leads into long-stay bookings and repeat visits will determine whether this momentum becomes sustained revenue rather than a promising headline.
