Travel Fair Organizer Projects Strong March Turnout Amid Sustained Travel Demand
An organizer of a major travel fair is anticipating significant foot traffic at the upcoming event in March, attributing this optimism to Filipinos' continued enthusiasm for both local and international travel. Stephanie Villahermosa of My Eventology, the company behind the International Travel Festival (ITF), highlighted that estimated sales during the 2025 edition soared by 50 percent to P120 million, up from approximately P80 million in 2024. This surge underscores stronger domestic travel demand and an improvement in consumer confidence, signaling a positive trend for the industry.
Record-Breaking Performance in 2025
The three-day fair, held at the Waterfront Cebu City Hotel & Casino, attracted heavier foot traffic, with exhibitors reporting brisk bookings for flights, hotels, and tour packages. Organizers noted that transactions extended beyond the event, as buyers contacted exhibitors to take advantage of promotional deals initially offered onsite. "We really doubled the foot count," Villahermosa said, explaining that the P120-million estimate includes bookings made during the fair and post-event transactions linked to expo promotions.
Around 200 exhibitors participated in the 2025 edition, including airlines, hotels, travel agencies, and niche tourism operators. Domestic destinations accounted for a substantial share of demand, supported by expanded flight offerings and competitive fares. Industry stakeholders emphasized that travel expos remain an effective sales platform despite the growth of online booking channels, as face-to-face engagement helps convert inquiries into confirmed transactions. The shift of the event to March from its usual July schedule also aligned promotions with peak summer travel planning, boosting early bookings.
Upcoming 2026 Event Details
Building on the strong 2025 performance, organizers are leveraging this momentum for the 11th International Travel Festival, scheduled for March 13–15, 2026, at the Pacific Grand Ballroom of the Waterfront Cebu City Hotel. More than 100 exhibitors and nearly 200 booths are expected to participate, positioning this as the festival's most dynamic staging yet. The event will gather airlines, hotels, resorts, cruise lines, travel agencies, visa specialists, and tourism boards offering exclusive deals and travel packages.
The three-day fair will feature additional activities, including the Cebu Travel Exchange on March 12, a business-to-business networking event aimed at facilitating partnerships among tourism professionals. A Tourism Students Day is slated for March 13–14, showcasing Cebu's tourism and hospitality students through competitions and cultural presentations. An ITF Food City section will also run throughout the fair, adding to the vibrant atmosphere.
Broader Tourism Trends and ITF's Legacy
Data from the Department of Tourism revealed that 7.6 million Filipinos traveled abroad in 2025, marking an 11.59 percent increase from 6.9 million in 2024. The top five destination markets were Hong Kong, Japan, Singapore, Taiwan, and Thailand, reflecting a growing interest in international travel. Founded in 2014, the ITF has evolved into one of the Visayas' key consumer travel platforms, connecting suppliers and buyers while reinforcing Cebu's role as a gateway and distribution hub for domestic and regional tourism.
As the event approaches, organizers remain confident that the combination of strong past performance, strategic scheduling, and diverse offerings will drive continued success, catering to the evolving needs of travelers and industry stakeholders alike.
