TRAVEX 2026: ASEAN tourism industry shifts focus to quality

CEBU, Philippines – Travel has changed significantly post-pandemic, with tourists now looking for quality in experiences rather than quantity.

That’s what tourism officials and entrepreneurs in Southeast Asia aim to address at the Association of Southeast Asian Nations (ASEAN) Travel Exchange from January 28 to 30 in Lapu-Lapu City. 

TRAVEX, an annual flagship project of the ASEAN Tourism Forum (ATF), is a platform for tourism suppliers from across Southeast Asia and international buyers to connect, exchange ideas, and explore partnerships through pre-arranged meetings.

“The region is seeing a patchwork of demand shaped by shifting traveler preferences and market segmentation. What is taking shape is a more selective form of growth, in which travelers, intermediaries, and destinations are becoming more deliberate about where, how, and why travel happens,” Philippine organizers said in a press statement.

“That shift places new demands on tourism suppliers, where they are now expected to arrive at the trade table not only with inventory, but with clarity about their market positioning, sustainability practices, pricing discipline, and ability to deliver consistent quality. The competitive edge increasingly lies in coherence rather than abundance,” they added.

Cebu province is hosting the ATF from January 28 to 30, alongside the ASEAN Foreign Ministers Retreat in NuStar Resort in Cebu City on January 29. These are the first events of the year the Philippines has organized as it holds the chairmanship of the regional bloc in 2026.

Rappler community growth and development specialist Christa Escudero reports. – Rappler.com