Cebu: The three-day Association of Southeast Asian Nations Travel Exchange (TRAVEX) formally opened in Cebu on Wednesday, gathering more than 600 foreign and local tourism stakeholders. The Department of Tourism (DOT) on Wednesday said a total of 271 buyers from 50 countries across the globe, as well as 124 Philippine sellers and 222 exhibitors from Southeast Asia, participated in the anticipated ASEAN travel trade event.
According to Philippines News Agency, TRAVEX, organized by the Tourism Promotions Board (TPB) as part of the ASEAN Tourism Forum from January 28 to 30, aims to connect destinations and ASEAN tourism businesses with international markets. Participants as of January 28 have so far reached over 1,000, including representatives from hotels and resorts, travel and tours agencies, MICE (meetings, incentives, conferences, and exhibitions) venues, airlines, and government agencies.
Frasco stated that TRAVEX showcases the diversity and maturity of ASEAN tourism offerings, providing a platform that brings together destinations, products, aspirations, partnerships, and shared responsibility for the future of tourism in the region. Approximately 70 percent of the Philippine TRAVEX booth components, including rattan architectural elements and handwoven textile panels crafted by Filipino artisans, have been repurposed from the 2025 Osaka Expo Pavilion.
Under the administration of President Ferdinand R. Marcos Jr., the Philippines highlights TRAVEX 2026 as both a responsibility and a statement of confidence in Cebu's capacity to host large-scale regional and global business events. On the margins of TRAVEX, the DOT and the Cebu MICE Alliance also launched Cebu's first-ever MICE (Meetings, Incentives, Conferences, and Exhibitions) blueprint, envisioned to serve as a guideline to boost the island's MICE market and stakeholders.
Frasco noted that its release carries added significance as the Philippines hosts the ATF. At a moment when the region is gathered, this guide affirms a simple message: Cebu is prepared to host the ASEAN and to compete confidently on the global stage. First Lady Liza Araneta-Marcos and Frasco personally toured the TRAVEX and engaged with local and foreign stakeholders present.
Over the past three years, Philippines-hosted TRAVEX sales leads grew from USD 1.68 million (PHP100 million) in 2023 to a record-breaking USD 7.35 million (PHP437 million) in 2025. This year's Philippine participation in TRAVEX targets a yield of USD 17.16 million (PHP1.02 billion) in sales.
