The 36th edition of the Philippine Tour Operators Association’s (PHILTOA) Philippine Travel Mart rolled out the other day in a grand manner, amidst colorful razzle-dazzle at the SMX Convention Center, and was attended by a stellar list of who’s who in the country’s travel industry.
This is one travel fair that many locals always look forward to because it highlights, among many other things, the country’s different regions in all their splendor. Each of them banners their indigenous products, festivals, merchandise, and tourist attractions in full support of the Department of Tourism’s (DOT) drive to continuously increase domestic tourism.
This year’s theme was “Boosting NextGen Tourism,” which focused on innovative and sustainable tourism practices in showcasing our country’s natural attractions and unique culture, while also paying attention to the increasing demand for culinary and wellness tourism.
In her keynote address, Tourism Secretary Christina Garcia Frasco congratulated PHILTOA for making it easy for local residents to travel around the country through the very affordable and bargain travel deals featured in the yearly Philippine Travel Mart. She further emphasized that every purchase of any of the value-for-money packages offered during the event is actually an investment in our country’s future.
The tourism industry is expected to generate P2.7 trillion in revenues, directly employing close to 7 million people, and representing almost 9 percent of our Gross Domestic Product.
The traditional opening ceremony of the event was unique. Instead of the usual ribbon-cutting, the VIPs poured water from bamboo flasks into potted fortune plants lined up on a table. Trust the creativity of the Filipino in coming up with an unusual but meaningful ceremony like this.
After the opening program, I went around the humongous SMX Expo Hall and was amazed by the many attractive offerings throughout the venue. Hotels, resorts, airlines, and tour agencies were offering the best deals money can buy. The bright colors of the booths representing each region of the country could easily mesmerize any jaded expo habitué. It was an enjoyable experience getting the feel of what each region represents. In fact, after going through every nook and cranny of the hall, it felt like traveling around the entire country in less than a day.
To me, the most exotic and attractive booth was that of Maguindanao, shown on this page. It had all the gold trimmings one could think of, a typical sight in the palaces of Muslim royalty. Inside the booth were more colors and accessories showcasing the region’s unique culture.
Another colorful booth was that of Quezon province, which looked like a gazebo crowned with the attractive hues of its indigenous flowers. Naturally, a sample of the popular Pahiyas Festival was on display, making the kiosk even more appealing.
Palawan’s booth gave every visitor the feel of a tropical garden, covered in greenery. Of course, once inside, the beauty and charm of El Nido, Coron, and other attractions of the province easily caught the eye. Dozens of visitors were eagerly asking for suggested bargain accommodations in the destination, a clear sign that even lower middle-class families now have domestic tourism in mind. And why not? We have such a beautiful country that people from faraway lands spend so much time and money to visit, so why shouldn’t we?
There were many other attractive booths at the Travel Mart, but due to space constraints, I can no longer feature them. What is important is that Filipinos now have the ease and convenience of planning their yearly travel holidays according to their budget. PHILTOA’s Philippine Travel Mart is the longest-running travel trade exposition in the country. This year, according to its president, Arjun Shroff, there were 320 exhibitors and foot traffic of approximately 45,000 throughout its three-day weekend run.
As early as now, PHILTOA is starting to prepare for the 2026 edition of its highly popular Philippine Travel Mart. For more information, they may be reached through (02) 8812 4513 or info@philtoa.com.
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