37th Philippine Travel Mart: Discovering PH beyond the familiar

Region 1 did a colorful centerpiece of Filipino food and delicacies for everyone to share on day 1 of PTM. The famous lechon was also served that day. (Below, DOT Sec. Dita Angara-Mathay led  tourism officials in rounding the exhibition hall. 

The Philippines has long captured the global imagination with its powder-white beaches, emerald rice terraces, and crystal-clear waters. But to truly discover the archipelago is to understand why travelers inevitably fall deeper in love with its soul. Exploring the Philippines is an immersive journey into genuine bayanihan (communal unity), world-renowned hospitality, and a rich tapestry of indigenous traditions, Spanish-colonial history, and vibrant festivals. Traveling here is not merely about sight-seeing; it is about human connection. 

And with the  Next-Gen Travelers—primarily Millennials and Gen Zs—who view travel not as

a luxury, but as an essential component of holistic living, traveling should really be different and mindful. Because for this generation, travel is a powerful antidote to modern stressors. It is a deliberate prescription for health and wellness, offering a sanctuary for deep relaxation and a crucial reset for mental health issues exacerbated by hyper-connectivity and burnout. 

“Today, people are looking beyond the usual attractions. They want to taste local food, meet local people, learn traditions, and experience a destination in a more personal way. That is why we have been diversifying our offerings,” DOT Sec Dita Angara-Mathay said during the opening ceremonies of the 37th Philippine Travel Mart (PTM)

Organized by the Philippine Tour Operators Association (PHILTOA) in partnership with DOT and the Tourism Promotions Board (TPB), this year’s fair features 310 exhibitors, offering visitors and travelers discounted hotel stays, flight deals, tour packages, and curated travel services. Through its regional offices, the DOT showcases destinations, experiences, local products, and cultural heritage from across Luzon, Visayas, and Mindanao.

DOT Photo: The tourism chief with Philtoa Pres. Maria Lourdes Japson

The exhibition floor also hosts booths representing tour operators, airlines, travel agencies, hotels and resorts, other government agencies, local government units (LGUs), transport providers, and retail partners.

Under the theme "Nurturing the NextGen Tourism: Discover Your Philippines,” tourism officials and industry leaders are calling on Filipinos to look past the country’s most familiar attractions and explore its emerging destinations, communities, and culture.

Philtoa president Maria Lourdes Japson encouraged PTM visitors to explore this year’s booths to avail themselves of the deals exclusive to the three-day fair—airfare and hotel discounts unique to the event.

Open to the public on September 4 to 6, 2026, the PTM served as both a consumer expo and a business-to-business networking hub designed to boost domestic travel and showcase the government’s latest tourism initiatives.

As tourism acts as a vital economic engine—providing livelihoods for millions and driving regional development—the industry itself must evolve. To sustain this growth, the country must heavily invest in resilient infrastructure, champion sustainable eco-tourism to protect fragile marine and terrestrial ecosystems, digitize tourism services for seamless navigation, and upskill local communities to ensure that economic benefits directly uplift the grassroots.

The Global Fusion Media attended the 2026 PTM. See you again in the the next tourism event!