Photo credit: Tourism Promotion Board Philippines
ATF TRAVEX 2026 Wraps Up in Cebu, Delivers Strong Business Deals and Regional Boost | Cebu, Philippines – 3 March 2026 – The ASEAN Tourism Forum’s flagship event, ATF TRAVEX 2026, wrapped up in Cebu with record‑breaking business activity, enthusiastic industry participation, and a renewed sense of optimism for ASEAN’s tourism future.
Over three days, more than 9,500 scheduled meetings forged new partnerships among regional and international players. The exhibition showcased 261 booths from all nine ASEAN member states and attracted over 1,000 delegates to the show floor. Participants included 270 buyers from 50 countries, 70 journalists representing 25 nations, and countless tourism operators, creating a vibrant, cross‑border marketplace.
Attendees received specially curated delegate bags filled with gifts from local artisans— a heartfelt nod to the Philippines’ famed hospitality and a way to support community businesses. Throughout the forum, the focus was on digital transformation, sustainability, and community‑based tourism, underscoring ASEAN’s collective drive toward inclusive growth and long‑term competitiveness.
The opening ceremony, led by Philippine Department of Tourism Secretary Christina Garcia Frasco, featured Indonesia’s Tourism Minister Widiyanti Putri Wardhana, ASEAN Tourism Association President Eddy Krismeidi Soemawilaga, Tourism Promotions Board COO Maria Margarita Montemayor Nograles, Lapu‑Lapu City Mayor Maria Cynthia King Chan, Congressman Junard Quirante Chan, and representatives from each ASEAN nation. Delegates were then escorted to the historic Mactan Shrine, where cultural performances, local cuisine tastings, and a lively atmosphere highlighted Cebu’s appeal as both a business hub and a leisure destination, culminating in a dazzling fireworks display.
In the days that followed, buyers and exhibitors engaged in pre‑arranged business appointments, briefings from National Tourism Organisations, and themed sessions that unveiled new tourism products, strategic initiatives, and destination developments across the region. Media representatives gained exclusive access to the latest trends shaping ASEAN tourism, reinforcing the region’s ambition to improve connectivity, boost destination competitiveness, and present ASEAN as a compelling, diverse tourism corridor on the world stage.
The evening program, hosted by the Singapore Tourism Board, officially welcomed delegates to Singapore, the venue for ATF TRAVEX 2027. The final day coincided with the ASEAN Tourism Awards, which honoured outstanding achievements across a range of categories. The forum closed with a celebratory dinner, marking the successful conclusion of a week filled with business deals, collaborations, and cultural exchanges.
Strong buyer turnout, high exhibitor engagement, and a clear emphasis on sustainability and innovation confirmed ATF TRAVEX 2026 as the premier platform for tourism trade and cooperation in the region. Anchored by the theme “Navigating Our Tourism Future, Together,” the event set a confident, collaborative tone for the next chapter of ASEAN tourism.
For additional details and updates, visit www.atfphilippines.com.
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