The Association of Southeast Asian Nations’ (ASEAN) flagship travel trade exchange, TRAVEX 2026, opened officially, gathering 271 buyers from 50 countries across the globe, 124 sellers, and 222 exhibitors in Lapu-Lapu City on Wednesday, January 28, 2026.

According to ASEAN PH 2026, in its post on asean2026.gov.ph, Department of Tourism (DOT) Secretary Christina Garcia-Frasco led the opening ceremony of TRAVEX 2026, alongside Minister of Tourism of Indonesia Widiyanti Putri Wardhana, ASEAN Tourism Association President Eddy Krismeidi, Tourism Promotions Board Chief Operating Officer Maria Margarita Montemayor Nograles, representatives from ASEAN member states, local officials, and dignitaries.

According to the report, the three-day TRAVEX showcases tourism enterprises, tour operators, destination marketers, and buyers from ASEAN, including the Philippines, Thailand, Vietnam, Indonesia, Laos, Cambodia, Malaysia, Myanmar, and the regional bloc’s newest member-state, Timor-Leste. 

Philippine exhibitors include hotels and resorts, travel and tours agencies, MICE (Meetings, Incentives, Conventions, and Exhibitions) venues, airlines, and government agencies, all of which "come together to be at the center of regional commerce, hoping to strengthen market access for local sellers." 

“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.

Home to nearly 700 million people and the world’s 5th largest economy, ASEAN is poised to become the 4th largest economy in the world, banking on the strength of its cooperation, diversity, and shared aspirations.

The report underscored that as Chair of the ASEAN Tourism Forum 2026, the Philippines commits to leading ASEAN with “unity, clarity, and purpose.”

Hosting the ASEAN Tourism Forum 2026 is a response to the call to “steer the region toward greater resilience, deeper connection, and meaningful change that places our people at the center of progress.” 

(Info courtesy: ASEAN Philippines 2026)