The Tourism Promotions Board (TPB) Philippines, the marketing and promotions arm of the Department of Tourism (DoT), 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 ceremony marked the official commencement of the forum’s business-to-business marketplace and highlighted the Philippines’ role as a host and strategic tourism partner within the Association of Southeast Asian Nations (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.

Dancers from the Lapu-Lapu performing arts group accompanied the opening sequence, grounding the ceremony in local culture and tradition.

Ancestors’ legacy

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 Oponganons’ celebration 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 armor or protection, arnis represents discipline and cultural strength that shape 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 was followed by ceremonial confetti cannons that marked the start of the world’s only annual leisure travel trade event, offering the largest showcase of ASEAN destination products and services.