As the Philippine tourism industry continues to evolve, so do the expectations of today’s travelers. More than simply ticking destinations off a bucket list, many now seek authentic experiences, meaningful connections, and opportunities to contribute positively to the places they visit. These changing preferences are shaping a new era of travel—one that the Philippine Tour Operators Association (PHILTOA) calls “NextGen Tourism.”
This vision takes center stage at the 37th Philippine Travel Mart (PTM), the country’s largest and longest-running travel trade exhibition and consumer fair promoting domestic tourism. Organized by PHILTOA, the three-day annual event runs from September 4 to 6, 2026 at SMX Convention Center, SM Mall of Asia, Pasay City.
With “Nurturing the NextGen Tourism” as this year’s theme, PHILTOA reaffirms its commitment in preparing the industry for a future that is more sustainable, inclusive, innovative, and responsive to the changing needs of both travelers and host communities.
‘‘Nurturing the NextGen Tourism: Discover Your Philippines’ is more than this year’s theme,” said PHILTOA President Maria Lourdes Flor Japson. “It’s the third chapter of PHILTOA’s long-term vision for Philippine tourism.”
In 2024, PHILTOA launched “Love the NextGen Tourism” where it introduced a bold vision anchored on four pillars: Sustainability, Inclusivity, Digitalization, and Health & Wellness. Last year, through “Boosting the NextGen Tourism,” it focused on accelerating these initiatives by strengthening partnerships, building industry capacity, and expanding opportunities.
“In line with our theme this year “Nurturing the NextGen Tourism, our mission is to ensure these initiatives take root and flourish. Like a tree that has been planted and carefully cultivated, tourism must now be continuously nurtured through collaboration, innovation, responsible leadership, and shared commitment,” Japson added.
“As the country’s premier association of tour operators and tourism stakeholders, PHILTOA believes that tourism is not simply measured by visitor arrivals but by the quality of experiences we create, the livelihoods we improve, the destinations we protect, and the legacy we leave for future generations.”
For PHILTOA, this vision is anchored on four key principles: Sustainability, Inclusivity, Health & Wellness, and Digitalization. Together, these pillars provide a roadmap for how Philippine tourism can remain competitive while preserving the country’s rich natural and cultural heritage.
“Our vision is to build a tourism industry that’s globally competitive, resilient, responsible, and future-ready,” said Japson. “These four pillars define the future of tourism and serve as PHILTOA’s strategic blueprint for the industry.”
Sustainability ensures that tourism protects the country’s natural and cultural heritage while creating long-term economic opportunities for local communities.
Inclusivity means ensuring that tourism growth benefits everyone, from our MSMEs, community-based tourism enterprises, indigenous communities, and emerging destinations to every tourism worker who contributes to the visitor experience.
Health & Wellness recognize that today’s travelers seek meaningful, transformative, and wellness-oriented journeys that enrich both body and mind.
Digitalization empowers tourism enterprises to embrace innovation, artificial intelligence, digital marketing, smart tourism, seamless booking systems, and data-driven decision-making.
“These pillars perfectly complement PHILTOA’s flagship 4Ps Program; PHILTOA Partnering for Professionalism and Progress, which strengthens our industry through education, collaboration, innovation, and professional excellence. Together, they prepare Philippine tourism not only for today’s travelers but for the next generation of global visitors,” Japson said.
PTM plays a key role
Now on its 37th edition, it has long served as one of the country’s premier travel expositions, bringing together tour operators, destinations, hotels, airlines, tourism stakeholders, and travelers under one roof.
With close to 300 confirmed exhibitors from the country’s 15 regions, including Metro Manila, Cordillera Administrative Region, BARMM and LGUs of Agusan del Sur, Batanes, Camiguin, Capiz, Laguna, Palawan, Kalibo, Malay, the Ilocos Norte, and Cotobato City, this year’s event aims to do more than offer travel deals. It seeks to encourage Filipinos to discover the country’s diverse destinations through experiences that are responsible, meaningful, and beneficial to local communities.
Visitors can expect to explore destinations beyond the usual tourist circuit, discover locally crafted experiences, and connect directly with tourism stakeholders committed to delivering quality travel products that reflect the evolving needs of modern travelers.
Beyond promoting destinations, PHILTOA also continues to work closely with its members to encourage responsible tourism practices, strengthen industry collaboration, and support innovations that help Philippine tourism adapt to changing global trends.
Its 4Ps Program is no mere slogan, as PHILTOA continuously conducts seminars, certification programs, educational forums, and industry dialogues that help tourism stakeholders become more professional, innovative, and globally competitive.
“Our membership represents the entire tourism value chain; from travel agencies, tour operators, transport providers, accommodation establishments, attractions, destination management companies, and other tourism-related enterprises. This allows PHILTOA to develop programs that benefit not only one sector but the entire tourism ecosystem,” Japson explained.
Connecting local tourism
Through PTM, PHILTOA provides equal opportunities for both established and emerging destinations, connect local tourism enterprises with buyers, promote responsible travel, showcase innovative tourism products, and encourage digital transformation across the industry.
PHILTOA also works closely with government agencies such as the Department of Tourism, Tourism Promotions Board, TIEZA, and local government units, making it a trusted partner in developing policies, programs, and initiatives that advance Philippine tourism.
“More than generating bookings, PTM serves as a national platform that creates business opportunities, strengthens partnerships, and promotes inclusive tourism growth,” said Japson.
For one, it gives emerging destinations the same opportunity to shine alongside established tourism icons. It enables LGUs and key players in the tourism sector to showcase their unique experiences directly to consumers and industry buyers.
“Every booth represents a community, every booking supports livelihoods and every destination promoted contributes to a stronger local economy,” Japson said. “This is PHILTOA’s commitment to ensure that tourism growth reaches every corner of the Philippines.”
Apart from giving consumers first dibs on attractive travel deals, PHILTOA hopes that every visitor leaving PTM is inspired to become ambassadors of Philippine tourism.
“Beyond attractive travel packages, we want them to discover new destinations, appreciate our diverse cultures, support local businesses, and understand that every journey they take contributes to nation-building,” Japson said. “[Because] every peso spent on local tourism creates jobs, supports families, empowers communities, and helps preserve our cultural and natural heritage.”
Ultimately, nurturing NextGen Tourism is not solely the responsibility of tourism organizations or businesses. Every traveler also plays an important role. After all, it is through the choices they make, whether consciously or not, that travelers contribute to nurturing NextGen Tourism.
They can be effective partners in quite a number of ways: choosing accredited tour operators, staying in responsible accommodations, respecting local cultures, reducing environmental impact, supporting local artisans, dining in local restaurants, hiring local tour guides, and exploring emerging destinations are simple decisions that create lasting benefits for communities.
“In short, every journey becomes an investment in the future of Philippine tourism. Because the future of tourism will not simply be measured by the number of places we visit—but by the value we create along the way,” Japson concluded.
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.
Tickets are available onsite at the SMX MOA, and online through the PHILTOA website philtoa.com.
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