For 37 years, the Philippine Travel Mart (PTM) has encouraged Filipinos to discover the country’s diverse destinations through exciting travel deals and unique tourism experiences. This year, however, the country’s longest-running travel fair is inviting visitors to embrace something even more meaningful—a shared vision for the future of Philippine tourism.
Organized by the Philippine Tour Operators Association (PHILTOA), the 37th Philippine Travel Mart will be held from September 4 to 6, 2026 at the SMX Convention Center Manila. Carrying the theme “Nurturing NextGen Tourism,” this year’s event underscores PHILTOA’s commitment to developing a tourism industry that is sustainable, inclusive, digitally empowered, and centered on the well-being of both travelers and host communities.
According to PHILTOA President Maria Lourdes Flor “Malou” Japson, this year’s theme represents the next step in the association’s long-term vision for Philippine tourism.
“Nurturing NextGen Tourism is more than our theme for this year’s Philippine Travel Mart. It is PHILTOA’s continuing commitment to help shape a tourism industry that benefits not only today’s travelers but also the communities, destinations, and future generations that will sustain Philippine tourism in the years ahead,” Japson said.
The theme also marks the third chapter of PHILTOA’s evolving NextGen Tourism campaign. It began with Love the NextGen Tourism in 2024, which introduced a new vision for the industry, followed by Boosting the NextGen Tourism in 2025, which focused on strengthening partnerships and building industry capability. This year, Nurturing the NextGen Tourism emphasizes ensuring that these efforts continue to grow and create lasting impact.
At the heart of this vision are four pillars that guide PHILTOA’s programs and initiatives: Sustainability, Inclusivity, Health & Wellness, and Digitalization. Together, they encourage responsible tourism, wider participation across the tourism value chain, meaningful travel experiences, and the adoption of technology to keep the Philippine tourism industry globally competitive.
“These pillars are not simply aspirations—they guide how PHILTOA develops programs for our members and how we envision the future of Philippine tourism. We want tourism growth to be responsible, inclusive, innovative, and beneficial to every stakeholder,” Japson explained.
Visitors to this year’s Philippine Travel Mart will see these principles in action. Bringing together destinations, tour operators, hotels, airlines, attractions, and tourism enterprises from across the country, PTM offers travelers opportunities to discover new destinations, enjoy exclusive travel offers, and connect directly with tourism stakeholders committed to responsible and quality tourism.
More than a venue for booking vacations, the Philippine Travel Mart also provides a platform for emerging destinations, community-based tourism enterprises, and local businesses to showcase what they have to offer, helping spread tourism opportunities beyond the country’s traditional destinations.
“Every booth represents a community, every booking supports livelihoods, and every destination showcased contributes to strengthening local tourism. That’s what makes the Philippine Travel Mart more than a travel fair—it is a platform for nurturing the future of Philippine tourism,” Japson said.
As Filipinos continue to explore their own country, PHILTOA hopes travelers will recognize that every journey can create a positive impact—whether by supporting local businesses, respecting communities, or discovering destinations that deserve greater appreciation.
The 37th Philippine Travel Mart will be held from September 4 to 6, 2026 at the SMX Convention Center Manila. Admission is ₱120, with proceeds supporting PHILTOA’s tourism development and education initiatives.
More than offering great travel deals, this year’s Philippine Travel Mart invites every Filipino to become part of the NextGen Tourism movement—one that nurtures destinations, empowers communities, and helps shape a stronger future for Philippine tourism.
The 37th Philippine Travel Mart is made possible through the generous support of official credit card partner EastWest Bank, official airline partner Philippine Airlines, and media partners, AsianTraveler, Chinoy TV, DiscoverMNL, Hospitality News Philippines, Lakbay Magazine, Malaya Business Insight, Manila Standard, Negosentro Media Group, OurAwesomePlanet, SPOT.ph, WhenInManila.com, and others to be announced. Their continued partnership helps amplify PHILTOA’s advocacy for domestic tourism and inspire more Filipinos to embrace the vision of Nurturing NextGen Tourism: Discover Your Philippines.
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