The 18th North Philippines Tourism and Travel Expo (NorthPhil Expo 2026) was held from October 23 to 25, 2026, concluding on Sunday at SM City Clark. The event’s theme was “Navigating the Digital Shift to Redesign NextGen Tourism,” emphasizing the role of technology in evolving the travel industry in the Philippines.
Organizers and Participants
The expo was organized by the Association of Tourism Officers of Central Luzon alongside the Philippine Exhibitions and Trade Corporation, the Department of Tourism (DOT) Region 3, the Tourism Promotions Board, and the Angeles City government. The event gathered tourism groups, local government units (LGUs), and industry stakeholders to
promote Philippine destinations, travel services, and regional products.
Officials’ Insights on Digital Transformation and Collaboration
DOT Region 3 Director Richard Daenos described NorthPhil Expo as the Philippines’ oldest regional travel fair and stressed its significance in supporting tourism officers who market destinations to both domestic and international travelers. Ana Riza Mendoza, chairperson of the 18th NorthPhil Expo, noted the increasing use of artificial intelligence (AI) in assisting travelers and managing inquiries but underscored the necessity of maintaining human interaction within the tourism sector. Association of Tourism Officers of Central Luzon President Darmo Escuadro emphasized linking tourism products and regional development to foster a more integrated tourism experience
across destinations.
Expo Purpose and Showcased Features
The NorthPhil Expo focused on strengthening partnerships among tourism stakeholders while promoting exploration of Philippine destinations. Participating provinces and LGUs showcased their tourist attractions alongside local delicacies, arts and crafts, and other regional products to broaden market access and enhance visitor experiences.
The expo’s presentations concentrated on incorporating digital innovations into tourism to reshape the next generation of services and products, aiming to support sustainable and coordinated growth throughout Central Luzon and beyond.
Artificial Intelligence and Human Interaction in Tourism
The integration of AI emerged as a key theme, with event leaders acknowledging its growing role in traveler assistance. However, the need to balance technology
with human guides was also highlighted. Mendoza remarked on the importance of navigating the industry’s digital shift without sacrificing personalized, human-driven tourism service.
