The journey toward discovering the Philippines’ most exciting destinations officially began as the Philippine Tour Operators Association (PHILTOA) launched the 37th Philippine Travel Mart during a media event that brought together tourism leaders, industry partners, and members of the press.
The gathering not only marked the official opening of the event’s campaign but also highlighted a renewed commitment to strengthening Philippine tourism through collaboration, sustainability, and unforgettable travel experiences.
The atmosphere was filled with optimism as executives from PHILTOA, together with representatives from EastWest Bank and Philippine Airlines, formally signed their partnership agreements, symbolizing a shared mission to make travel more accessible and rewarding for Filipinos. The ceremonial signing served as a fitting start to what promises to be the country’s biggest travel marketplace this year.
During the launch, organizers introduced this year’s inspiring theme, “Nurturing the Next Gen Tourism,” emphasizing the industry’s vision of creating more meaningful travel opportunities while promoting responsible tourism and supporting local communities. Rather than simply encouraging people to visit popular destinations, the campaign aims to inspire travelers to explore emerging locations, experience authentic Filipino culture, and contribute to the growth of local tourism economies.
@lionheartv Get ready! The 37th Philippine Travel Mart is coming to the SMX Convention Center, MOA from September 4-6! Embracing the theme “Nurturing the Next Gen Tourism,” PHILTOA invites you to discover hidden gems, support local communities, and enjoy authentic hospitality. Grab amazing travel deals with EastWest Bank, Philippine Airlines and over 300 exhibitors! #PTM2026 #PhilippineTravelMart #ExplorePhilippines #LionHearTV #RawrNation ♬ original sound – LIONHEARTV
Excitement continued to build as PHILTOA revealed that more than 300 exhibitors have already confirmed their participation in the upcoming expo. Visitors can expect an impressive lineup of hotels, resorts, airlines, cruise operators, travel agencies, tour providers, and regional tourism offices offering a wide variety of vacation experiences across the country. Whether planning a beach escape, mountain adventure, cultural immersion, or family holiday, attendees will have countless options to explore in one convenient venue.
One of the biggest attractions of the Philippine Travel Mart remains its exclusive travel promotions. Guests attending the three-day event will gain access to limited-time discounts, airfare promotions, accommodation packages, and vacation deals unavailable outside the expo. Supported by EastWest Bank and Philippine Airlines, these offers are expected to make travel planning more affordable while encouraging more Filipinos to discover the beauty of their own country.
Beyond the exciting discounts, the launch highlighted the evolving direction of Philippine tourism. Speakers emphasized that today’s travelers seek experiences that create meaningful connections with people and places. By showcasing lesser-known destinations, local artisans, ecotourism initiatives, and community-based tourism projects, the Travel Mart hopes to encourage more responsible and sustainable ways of exploring the country.
Throughout the program, there was a clear sense of unity among organizers and partners. Their shared commitment reflects a growing recognition that collaboration between the tourism sector, airlines, financial institutions, and local communities plays a vital role in ensuring the industry’s continued growth.
As the event concluded, anticipation for the upcoming travel expo was stronger than ever. The official launch offered a glimpse of what visitors can expect this September—a dynamic gathering that celebrates the richness of Philippine tourism while connecting travelers with the people, destinations, and experiences that make every journey memorable.
Set to take place from September 4 to 6, 2026, at the SMX Convention Center Manila, the 37th Philippine Travel Mart invites travelers to discover new destinations, enjoy exclusive travel deals, and be part of a movement that continues to shape the future of tourism in the Philippines. (with reports from Aldrine Benitez)
