Highlighting the Philippines’ commitment to regional solidarity and tourism growth, First Lady Louise “Liza” Araneta-Marcos, joined by Tourism Secretary Christina Garcia Frasco, conducted a high-profile tour of the Southeast Asian pavilions at the Travel Exchange (TRAVEX) 2026.
The event, held at the heart of Lapu-Lapu City, serves as the centerpiece of the 2026 ASEAN Tourism Forum (ATF). The First Lady and Secretary Frasco explored a vibrant array of curated booths and immersive installations, showcasing the unique cultural identities and emerging travel destinations of the ASEAN member states.
TRAVEX 2026 is a premier business-to-business (B2B) trade show that has drawn over 600 international buyers and sellers. The exhibition floor facilitates vital networking and trade opportunities, offering a comprehensive look at global tourism products ranging from luxury hospitality to sustainable eco-tourism. “The presence of the First Lady at TRAVEX underscores our administration’s dedication to positioning the Philippines as a leading hub for international events and a collaborative partner in the ASEAN tourism landscape,” said Secretary Christina Garcia Frasco.
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Cultural Exchange: The First Lady engaged with regional representatives, emphasizing the importance of “intra-ASEAN” travel as a driver for local economies.
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Showcasing Cebu: Hosting the event in Lapu-Lapu City highlights Cebu’s world-class infrastructure and its readiness to handle large-scale international conventions.
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B2B Connectivity: The trade show features participants from across the globe, facilitating deals that are expected to shape the travel trends of the 2026–2027 season.
The 2026 ASEAN Tourism Forum continues to serve as a platform for policy-makers and industry leaders to discuss the “ASEAN: A Destination for Every Dream” initiative, aiming for a more integrated and competitive regional tourism sector.
The Travel Exchange (TRAVEX) is the longest-running annual ASEAN social and business activity. It provides a platform for the selling and buying of regional and individual tourism products of ASEAN member nations, attracting a global audience of travel professionals.
