The Tourism Promotions Board (TPB) Philippines, the marketing and promotions arm of the Department of Tourism (DOT), formally opened the 2026 Travel Exchange (TRAVEX) on 28 January at Mactan Expo in Lapu-Lapu City, Cebu, as part of the ASEAN Tourism Forum (ATF) 2026.

The opening ceremony marked the official commencement of the forum’s dedicated business-to-business marketplace and highlighted the Philippines’ role as a host and strategic tourism partner within the ASEAN region.

Officials from 11 ASEAN member states and key international source markets were welcomed with music by the Sonores Drum Beaters which set the energetic tone for the program. At the same time, welcome dancers from the Lapu-Lapu performing arts group accompanied the opening sequence that grounded the ceremony in local culture and tradition.

The performances centered on the legacy of Datu Lapu-Lapu of Mactan, recognized as the Philippines’ first national hero. His leadership and victory in the Battle of Mactan in 1521 symbolized independence and unity. The opening performance, Sayaw sa Kadaugan or Victory Dance, depicted the celebration of the Oponganons following the defeat of the Spanish forces led by Ferdinand Magellan. This was followed by Arnis de Abanico, a martial art performance honoring Datu Lapu-Lapu’s mastery of arnis, the Philippines’ national martial art. Derived from the Spanish word arnes, meaning armour or protection, arnis represents discipline and cultural strength that shapes Filipino heritage and identity.

The ceremony also featured the presentation of the taming (shield), kampilan (bolo), and arnis sticks, which symbolized protection and goodwill extended to all delegates of the ATF 2026. These ceremonial elements highlighted the Philippines’ message of unity and cooperation among ASEAN member states and international partners.

The formal opening of TRAVEX followed with ceremonial confetti cannons that marked the commencement of the world’s only annual leisure travel trade event that offers the largest showcase of ASEAN destination products and services. A photo opportunity and walkthrough concluded the ceremony, officially opening the marketplace for three days of structured trade engagements among international buyers and tourism suppliers from across ASEAN.

As the ATF 2026 unfolds over the next three days, TRAVEX is set to generate meaningful business exchanges and industry dialogue through structured trade engagement networking activities, and partnership building initiatives. By bringing together international buyers and ASEAN tourism stakeholders, the event continues to strengthen market access, foster regional cooperation, and support sustained growth for both Philippine and ASEAN tourism sectors.