The World Travel Expo returned to Cebu for its 10th year from August 14 to 16, 2026, at Ayala Center Cebu. This three-day event brought together international and local destinations, tourism organizations, and travel businesses to connect with travelers and promote tourism.
Theme and Traveler Activities at the Expo
The 2026 edition used the theme “Xtraordinary Journeys, Xceptional Memories,” focusing on travel experiences that create lasting connections. Visitors could engage with top resort brands, tour operators, airlines, and local agencies under one roof to plan trips efficiently. The expo offered exclusive perks such as staycation discounts, extended voucher validity, and bundled access to attractions and dining.
Expo Origins and Organizer Vision
Miles
Caballero, Managing Director of Ad Asia Events Group OPC which organizes the World Travel Expo, said the event began to offer a platform where people could discover destinations, build connections, and share travel stories. He noted that the 10th anniversary highlighted how journeys are shaped by collective purpose and belief in travel’s potential.
Economic Impact of Tourism in Cebu
Mia Faye D. Singson-Leon, President of HRRAC, emphasized tourism’s integration with Cebu’s economy, stating visitors generate value beyond hotel stays and airline bookings. The OIC-Regional Director of DOT Region VII underlined tourism’s reciprocal nature, encouraging travelers abroad to bring visitors back to Cebu to sustain momentum in
the local tourism cycle.
Supporting Tourism Business and Community
Rowena “Weng” Montecillo, Cebu’s Provincial Tourism Officer, described the expo as vital for showcasing Cebu’s tourism offerings, building partnerships, and creating opportunities for local enterprises and communities. The event supports not only leisure travel but also Cebu’s positioning as a major Meetings, Incentives, Conferences, and Exhibitions (MICE) destination, helping transform short-term visits into commercial partnerships that benefit tour guides, transport drivers, eateries, and handicraft artists.
Traveler Benefits and Exclusive Offers
At the expo, visitors interacted directly with travel experts who helped tailor trip packages, enabling side-by-side comparisons of destinations and services. Exclusive event-only deals included staycation savings and special bundled passes
for family attractions and dining, offering tangible advantages for planners attending the three-day event.
Cebu’s Growing Role in Tourism and MICE
The World Travel Expo contributes to Cebu’s status as a premier tourism and MICE hub in Central Visayas. By bringing international partners and local stakeholders together, the expo facilitates long-term growth in tourism enterprises and strengthens the region’s economic base through diversified community benefit.
