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Manila Bulletin devider Lifestyle devider Travel devider What is the future of PH tourism?

What is the future of PH tourism?

Travel groups band together for a forum addressing local tourism

Published Mar 19, 2026 01:24 am

At A Glance

  • The forum will feature deep-dive sessions led by two of the region's most respected voices in travel and organizational strategy.
TRAVEL INNOVATORS Web in Travel founder Yeoh Siew View and transformation expert Richard Anthony L. Cruz
TRAVEL INNOVATORS Web in Travel founder Yeoh Siew View and transformation expert Richard Anthony L. Cruz
In an unprecedented show of industry unity, the Pacific Asia Travel Association (PATA), the Philippine IATA Agents Travel Association (PIATA), and the National Association of Independent Travel Agencies (NAITAS) have announced a joint high-level forum designed to navigate the shifting currents of the global travel market.
The event, titled “Two Decades of Digital Travel: Lessons, Disruptions, and What’s Next?”, is set for March 23, 2026, from 1:00 pm to 4:00 pm at The Loft at Manansala by Rockwell Club, Makati.
As part of a premier Learning Series, the gathering aims to move beyond standard recovery discussions, offering tourism stakeholders a roadmap for the next decade of digital-first operations and governance.
Insight from global and local visionaries
The forum will feature deep-dive sessions led by two of the region's most respected voices in travel and organizational strategy:
Yeoh Siew Hoon (founder, Web in Travel): A pioneer in digital travel insights, Yeoh will explore how the industry has adapted to 20 years of constant disruption. Her session focuses on rethinking business models to stay relevant and competitive in an increasingly automated world.
Richard Anthony L. Cruz (transformation expert): With 25 years of experience in organizational redesign, Richard will challenge traditional industry metrics. He advocates for a stronger focus on destination management and value retention within local ecosystems to prepare for the traveler of 2030.
A critical dialogue for industry growth
By uniting the memberships of PATA, PIATA, and NAITAS, the forum provides a rare platform for diverse stakeholders—from large-scale IATA agents to independent travel entrepreneurs—to engage in meaningful dialogue about the future-ready workforce and the evolving global landscape.
“The industry is entering a new era where technology and strategy must align perfectly,” the organizing committee stated. “This forum is about equipping our members with the foresight to not only survive disruptions but to lead the way in destination management and local value creation.”
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