ATF Travel Exchange 2026 ends successful run in Cebu with over P1.4 billion in top sales
The Philippines successfully hosted the ASEAN Tourism Forum (ATF) Travel Exchange (TRAVEX) 2026, which was held on Jan. 28 to 30 at the Mactan Expo in Lapu-Lapu City, Cebu. The three-day business-to-business event generated gross sales leads of P1.44 billion, underscoring strong consumer confidence and renewed momentum in Philippine and ASEAN tourism.
Marking the country’s return as host after ten years, TRAVEX 2026 has strengthened the Philippines’ position as a competent MICE destination and an active driver of tourism trade and regional cooperation in Southeast Asia.
Organized by the Tourism Promotions Board (TPB) Philippines, TRAVEX 2026 brought together nearly 300 international buyers from over 50 key markets across Asia, Europe, the Middle East, and North America, as well as 363 ASEAN exhibitors representing hotels and resorts, tour operators, destination management organizations, government agencies, airlines, airlines of MICE.
During the three days, the participants participated in approximately 7,800 planned business meetings, conducting direct trade negotiations between ASEAN merchants and global buyers. ..This year’s exchange had a strong regional focus on business-focused discussions, connecting ASEAN tourism products with consumers who are creating demand for tourism in their markets. Hosting TRAVEX in Cebu also demonstrated the Philippines’ readiness to deliver efficient, credible, and results-oriented trade events.
Beyond the trade stage, ATF 2026 featured ministerial meetings, tourism conferences, press conferences, and networking activities supporting dialogue on sustainability, innovation, and long-term competitiveness. A major milestone of the forum was the adoption of the ASEAN Tourism Sector Plan 2026-2030, which sets out a shared roadmap to strengthen tourism businesses, improve resilience, and promote inclusive growth across the region.
Guests participated in select pre-show events in Cebu and Lapu-Lapu City, celebrating the Philippines as a place that combines heritage, culture, modern infrastructure, and creativity. The tour featured cultural sites, resorts, island hopping, and art gallery tours, highlighting Cebu City’s recognition as a UNESCO City of Design and its appeal for tourism and business events.
As ATF 2026 ends on a strong note, the Philippines reaffirms its role as a regional tourism leader committed to fostering dialogue, trade, and partnerships that support the long-term growth of destinations and communities across the country.
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