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Manila Bulletin devider Lifestyle devider Travel devider Why the next generation of PH travel is exciting

Why the next generation of PH travel is exciting

Four pillars shaping this year's Philippine Travel Mart

Published Jul 31, 2026 10:27 am
THE JOURNEY AWAITS Basco Lighthouse in Batanes (Photo: Tourism Promotions Board of the Philippines)
THE JOURNEY AWAITS Basco Lighthouse in Batanes (Photo: Tourism Promotions Board of the Philippines)
One of the country's largest travel fairs, the Philippine Travel Mart (PTM), is expected to make its return this September.
It is set to run from Sept. 4 to 6, 2026, at the SMX Convention Center in Pasay City. Following the theme, “Nurturing Nextgen Tourism: Discover the Philippines,” the event calls on Filipinos to further explore the beauty of our country. During a special preview at the Lakbay Museo within Ayala Malls Manila Bay, the Philippine Tour Operators Association (PHILTOA) gave a taste of just what to expect from this year’s travel fair. From what was presented, the next generation of travel can be narrowed down to four key points.
Inclusivity
Travel is best enjoyed when it is inclusive. We lose nothing by thinking of and understanding the needs of different travelers. By being inclusive, tourism operators also open more opportunities as they attract varying crowds. Having things like gender sensitivity training for staff and providing readily available halal dining options proves we put every thought into ensuring everyone feels welcome in our country. Inclusivity also takes into account the people who benefit from tourism opportunities, like indigenous communities, rising destinations, and independent business owners.
Sustainability
Much of the tourism we offer relies on our country's natural beauty. Our country’s tourism sector is nothing without abundant trees, clean rivers and seas, and untouched mountains. When forming tourist attractions, it is important to consider how to leave our natural habitats unharmed. These include ensuring that tours follow proper waste-disposal practices and leave no trash wherever they go.
Cultural ideologies and practices are also part of ensuring tourism remains sustainable. We must ensure we treat local communities and indigenous people with utmost respect, as they are often the ones who look after the natural beauties our country offers.
Digitalization
As time goes on, digitalization remains crucial to keeping up with global competition. Most transactions can now be done online. Digital banking options open up more modes of transactions and expand options for travelers. Having public transportation that offers these modes of payment, similar to the recent Gcash fastlane additions to our train systems, helps in providing alternate payment methods that can speed up travel within Metro Manila. Using digital check-in at the airport also helps speed up the process.
LET'S EAT Fresh seafood delicacy from Iloilo (Photo: Tourism Promotions Board of the Philippines)
LET'S EAT Fresh seafood delicacy from Iloilo (Photo: Tourism Promotions Board of the Philippines)
Health and wellness
Modern travelers seek out more than just photo opportunities. They seek out experiences that can leave a lasting impact. Some yearn for transformative experiences, while others take the journey to reflect and meditate on their life. Our tourism sector’s future must take into account how it can leave lasting memories and create meaningful moments for those who explore our country.
At the upcoming Philippine Travel Mart, PHILTOA and up to 300 confirmed exhibitors from across the country are hoping to strengthen local operations and provide affordable deals for travelers.
“More than generating bookings, PTM serves as a national platform that creates business opportunities, strengthens partnerships, and promotes inclusive tourism growth,” shares PHILTOA president Maria Lourdes Flor Japson. “Every booth represents a community, every booking supports livelihoods, and every destination promoted contributes to a stronger local economy. This is PHILTOA’S commitment to ensure that tourism growth reaches every corner of the Philippines.”

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