ASEAN Tourism Forum TRAVEX 2026 Concludes in Cebu with Strong Business Outcomes
The 45th edition of the ASEAN Tourism Forum (ATF) TRAVEX 2026 concluded successfully in Cebu, Philippines, delivering solid business results and reaffirming ASEAN’s collective momentum in regional tourism recovery and growth.
Over three productive days, more than 9,500 pre-scheduled business appointments were conducted, facilitating high-value connections between sellers and international buyers. The trade floor featured 261 booths representing nine ASEAN countries, while welcoming over 1,000 delegates.
International participation remained strong, with 270 buyers from 50 countries and territories and approximately 70 media representatives from 25 countries, reinforcing TRAVEX’s stature as ASEAN’s premier B2B tourism marketplace.
ATF TRAVEX 2026 also highlighted the region’s strategic priorities, including digital innovation, sustainability, and community-based tourism development, underlining ASEAN’s shared commitment to inclusive and long-term tourism competitiveness.
High-Level Opening and Cultural Showcase
The official opening ceremony was led by Christina Garcia Frasco, Secretary of the Department of Tourism. She was joined by Widiyanti Putri Wardhana, Indonesia’s Minister of Tourism; Eddy Krismeidi Soemawilaga, President of the ASEAN Tourism Association; Maria Margarita Montemayor Nograles, Chief Operating Officer of the Tourism Promotions Board Philippines; Maria Cynthia King Chan; and Junard Quirante Chan, alongside representatives from ASEAN Member States.
Delegates were later hosted at the historic Mactan Shrine in Lapu-Lapu City, where cultural performances, curated local cuisine, and a celebratory fireworks display showcased Cebu’s strength as both a business and leisure destination.
Business Engagement and Regional Transition
Throughout the forum, delegates participated in structured business meetings, National Tourism Organisation briefings, and programme sessions spotlighting new tourism products, destination developments, and cross-border initiatives. The exchanges reinforced ASEAN’s ambition to enhance connectivity and position the region as a unified and competitive global destination.
Regional continuity was underscored during an evening reception hosted by the Singapore Tourism Board, officially welcoming delegates to Singapore as the host of ATF TRAVEX 2027.
Awards and Closing Milestones
The final day coincided with the ASEAN Tourism Awards, recognising outstanding achievements across multiple categories from ASEAN Member States. The forum concluded with a closing dinner, marking the successful wrap-up of a week defined by business exchanges, collaboration, and regional camaraderie.
Anchored by the theme “Navigating Our Tourism Future, Together,” ATF TRAVEX 2026 reaffirmed its position as ASEAN’s leading tourism trade platform. With robust buyer participation, strong exhibitor engagement, and a clear focus on innovation and sustainability, the event set a confident tone for the region’s continued tourism advancement.
