ASEAN TRAVEL EXCHANGE IN CEBU GENERATES US$24.5 MILLION IN INITIAL SALES LEADS

MANILA, Feb 12 (Bernama-PNA) -- The ASEAN Travel Exchange (TRAVEX) 2026, held in Cebu last month, generated PHP1.44 billion (USD24.5 million) in initial sales leads, Philippine News Agency (PNA) reported.

In a post-event brief on Wednesday (Feb 11), the Tourism Promotions Board (TPB) said the exchange gathered nearly 300 international buyers from more than 50 key source markets across Asia, Europe, the Middle East and North America.

Held at the newly constructed Mactan Expo in Lapu-Lapu City from Jan 28 to 30, TRAVEX hosted a total of 363 ASEAN exhibitors, representing hotels and resorts, tour operators, destination management organisations, government agencies, airlines and Meetings, Incentives, Conferences and Exhibitions (MICE) venues.

“Marking the country’s return as host after a decade, TRAVEX 2026 reinforced the Philippines’ position as a capable MICE destination and an active driver of tourism trade and regional cooperation in Southeast Asia,” TPB said.

Hosting TRAVEX in Cebu, it added, also reflected the Philippines’ “readiness to deliver efficient, credible and results-oriented trade events”.

TPB said the initial sales leads signalled the success of TRAVEX and underscored “strong buyer confidence and renewed momentum for Philippine and ASEAN tourism”.

During the event, participants engaged in approximately 7,800 pre-scheduled business appointments, facilitating direct commercial discussions between ASEAN sellers and global buyers.

“With ATF 2026 concluding on a strong note, the Philippines reaffirms its role as a regional tourism leader committed to advancing dialogue, trade and partnerships that support long-term growth for destinations and communities across the country,” TPB said.

TRAVEX, organised by TPB as part of the three-day ASEAN Tourism Forum, was held alongside the high-level ASEAN tourism ministers’ meetings in Cebu.

-- BERNAMA-PNA