Cebu ramps up tourism drive, hosts TRAVEX

Local

CEBU is not just welcoming tourists—it is rolling out the red carpet for buyers, sellers, and event planners from around the world.

On Wednesday, Jan. 28, the newly inaugurated Mactan Expo Center hosted Travel Exchange (TRAVEX) 2026, ASEAN’s flagship tourism and trade event, bringing together hundreds of delegates for three days of business, networking, and cultural immersion.

The event also underscores Cebu’s growing role in the meetings, incentives, conferences, and events (MICE) sector.

International buyers and regional exhibitors joined the forum to negotiate partnerships and explore business opportunities.

The Cebu MICE Alliance also used the occasion to preview a new guidebook, signaling Cebu’s growing position as a premier business and leisure hub.

TRAVEX 2026 registered 271 buyers from 50 countries, 124 Philippine sellers, and 222 ASEAN exhibitors.

The platform connects ASEAN destinations with global markets while advancing Southeast Asia’s vision as a unified tourism region.

Department of Tourism Secretary Christina Garcia Frasco led the opening ceremony, joined by Indonesian Tourism Minister Widiyanti Putri Wardhana, ASEAN Tourism Association President Eddy Krismeidi, Tourism Promotions Board COO Maria Margarita Montemayor Nograles, representatives from ASEAN member states, and local officials.

“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,” Frasco said.

The three-day event allows buyers to meet sellers through pre-scheduled appointments while exploring tourism products from across ASEAN.

Six curated post-ASEAN tours enable delegates to experience Philippine destinations including Clark, Manila, Bohol, Davao, Dumaguete, Siquijor, Coron, and El Nido in Palawan.

The tours cover airfare, hotel accommodations, meals, land transport, tour guides, souvenirs, and tour kits.

Ahead of the formal opening, about 80 buyers and members of the media joined five pre-show tours on January 27, featuring Cebu’s heritage sites, creative industries, island-hopping experiences, leisure golf in northern Cebu, and a cultural tour of Lapu-Lapu City.

During TRAVEX 2026, the Cebu MICE Alliance officially unveiled the Cebu MICE Guidebook, a 200-page resource highlighting the island’s heritage, gastronomy, accommodations, venues, festivals, suppliers, and performers.

The launch took place at the Mactan Expo Center, with Savoy Hotel Mactan Newtown serving as partner hotel.

Frasco attended, along with Cebu MICE Alliance President Cleofe Albiso, Tourism Promotions Board COO Nograles, and Cebu Chamber of Commerce and Industry Board of Trustee Regan King.

The guidebook offers a comprehensive reference for international investors, event planners, and tourists.

Organizers said it reinforces Cebu’s reputation as a destination where tourism and MICE activities converge, generating jobs and attracting investment to the local community.

Officials reported that Philippine-hosted TRAVEX sales leads have grown steadily over the past three years, rising from USD 1.68 million (₱100 million) in 2023 to USD 7.35 million (₱437 million) in 2025. This year, the Philippines targets USD 17.16 million (₱1.02 billion) in tourism sales.(MuyTVCebu)