For more than three decades, the Philippine Travel Mart has been the country’s biggest marketplace for travel, connecting Filipinos with destinations, experiences, and tourism stakeholders from across the archipelago. This year, as it celebrates its 37th edition, the annual event is doing more than offering irresistible travel deals. It is presenting a broader vision of how Philippine tourism can continue to grow while remaining relevant to the changing expectations of today’s travelers.
A continuing initiative of the Philippine Tour Operators Association (PHILTOA), the 37th Philippine Travel Mart will take place from September 4 to 6, 2026 at the SMX Convention Center Manila. Carrying the theme “Nurturing the NextGen Tourism: Discover Your Philippines,” the three-day expo gathers nearly 300 exhibitors representing destinations, hotels, airlines, tour operators, local government units and tourism enterprises from the country’s 15 regions.
More than a fair
Aside from the number of exhibitors present, the Philippine Travel Mart has expanded over the years, beyond bringing together buyers and sellers to becoming an important platform for promoting domestic tourism, introducing emerging destinations, and encouraging collaboration across the tourism industry.
This year, visitors can expect to discover destinations that may not yet be on every traveler’s radar. Alongside established favorites, provinces such as Marinduque, Quezon, Misamis Occidental and the Zamboanga Peninsula will be featured, giving local government units and tourism enterprises an opportunity to showcase what makes their communities unique.
Travel bugs who are on a budget can conveniently browse through thousands of tourist packages, compare destinations under one roof, and enjoy exclusive discounts that are available only at the event. More importantly, this year’s expo highlights experiences that encourage travelers to explore beyond familiar destinations while supporting local communities and businesses.
The much-awaited tourism event also reflects PHILTOA’s continuing efforts to strengthen the country’s tourism ecosystem by connecting tour operators, accommodation providers, transport companies, attractions and destination managers. Through these partnerships, the organization aims to help tourism enterprises become more competitive while creating opportunities that benefit local economies.
Ceremonial contract signings were also held at the 37th Philippine Travel Mart launch held at Lakbay Museo on July 28, 2026, marking the official partnerships between PHILTOA and EastWest Bank as the Official Credit Card Partner, and Philippine Airlines as the Philippine Travel Mart’s Official Airline Carrier.
A new kind of wanderer
According to PHILTOA President Maria Lourdes Flor “Malou” Japson, travelers have changed significantly in the years following the pandemic. Rather than simply looking for scenic destinations, many now seek experiences that are authentic, community-based and meaningful. Outdoor adventures, cultural immersion and opportunities to engage with local communities have become increasingly important considerations when planning trips.
“It isn’t just millennials or Gen Zs,” Japson observed during the Philippine Travel Mart launch. “Everybody who wants to travel has changed. They are keener on outdoor activities, meaningful travel, engaging with communities and exploring new destinations.”
That shift in traveler behavior inspired PHILTOA’s long-term NextGen Tourism campaign, which now enters its third year. “In line with our theme this year, our mission is to ensure these initiatives take root and flourish. Like a tree that has been planted and carefully cultivated, tourism must now be continuously nurtured through collaboration, innovation, responsible leadership, and shared commitment,” Japson says.
She adds, “As the country’s premier association of tour operators and tourism stakeholders, PHILTOA believes that tourism is not simply measured by visitor arrivals but by the quality of experiences we create, the livelihoods we improve, the destinations we protect, and the legacy we leave for future generations.”
Supporting this year’s Philippine Travel Mart is PHILTOA’s NextGen Tourism framework, which is built on four strategic pillars: sustainability, digitalization, inclusivity, and health and wellness. Rather than serving as stand-alone initiatives, these principles guide how the association hopes Philippine tourism will continue to evolve.
Sustainability emphasizes protecting the country’s natural and cultural heritage while ensuring tourism creates lasting value for local communities. Digitalization encourages tourism enterprises to embrace technology, from smarter booking systems to digital marketing and innovation. Inclusivity seeks to ensure that tourism growth reaches MSMEs, indigenous communities, emerging destinations and tourism workers across the country. The health and wellness pillar recognizes the increasing demand for travel experiences that promote physical, mental and emotional well-being.
Encouraging Filipinos to explore
Beyond the annual expo, PHILTOA continues to encourage domestic travel through initiatives such as its Lakbayanihan caravan tours, which offer affordable land-based travel to destinations including Quezon Province, Ilocos, Bataan, Corregidor and Baguio. The program responds to current travel challenges while making local destinations more accessible to Filipino travelers.
These initiatives complement Philippine Travel Mart’s broader objective of inspiring more people to explore the country. Every booking supports tourism enterprises, generates livelihood opportunities and contributes to the continued development of destinations across the Philippines. This also includes choosing accredited tour operators, staying in responsible accommodations, respecting local cultures, reducing environmental impact, supporting local artisans, dining in local restaurants, hiring local tour guides, and exploring emerging destinations are simple decisions that create lasting benefits for communities.
“In short, every journey becomes an investment in the future of Philippine tourism. Because the future of tourism will not simply be measured by the number of places we visit—but by the value we create along the way,” Japson concluded.
As the country’s largest travel expo opens its doors once again, the Philippine Travel Mart remains a timely reminder that there is still much to discover across the archipelago. Whether visitors come for exclusive travel deals, new destination ideas, or carefully curated experiences, they leave with a clearer picture of the richness and diversity of Philippine tourism, and of the many ways local travel continues to evolve.
Tickets to the 37th Philippine Travel Mart are available onsite at SMX Convention Center Manila and online through the PHILTOA website philtoa.com.
