The Tourism Promotions Board (TPB) Philippines generated PHP176.8 million in sales
leads and facilitated 2,120 business-to-business (B2B) appointments during the 17th
Regional Travel Fair (RTF), held from May 15 to 17, 2026, at the Baguio Convention
and Cultural Center in Baguio City. The three-day event marked a 41.90% increase in
both sales leads and B2B appointments compared to the previous RTF held in 2025.
Anchored on the theme Find Yourself in the Cordilleras, this year’s RTF showcased
Cordillera Administrative Region’s rich traditions, natural landscapes, and immersive
travel experiences across Abra, Apayao, Benguet, Ifugao, Kalinga, Mountain Province,
and the cities of Tabuk and Baguio.
“The Regional Travel Fair is a platform that allows destinations, communities, and
tourism stakeholders to engage in ways that are both efficient and purposeful, to
strengthen Philippine tourism at the regional level” said TPB Chief Operating Officer
Maria Margarita Montemayor Nograles. “Through the RTF, TPB remains committed
to advancing domestic travel, fostering collaboration, and creating opportunities that
help local destinations thrive.”
The 17th RTF also brought together 77 sellers/exhibitors and 54 buyers for its B2B
and business-to-consumer (B2C) activities, underscoring strong industry participation
and valuable networking opportunities throughout the fair.
The B2B sessions on May 15 provided a platform for buyers and sellers from accommodation providers, tour operators, designation management companies, and other travel-related sectors to explore partnerships. The Department of Tourism-CAR (DOT-CAR) took center stage at the opening ceremony, emphasizing the region’s diverse offerings shaped by its unique geography and cultural heritage. A welcome dinner held at the Baguio Country Club further expanded networking opportunities beyond formal business sessions.
Meanwhile, the business-to-consumer (B2C) sessions on May 16 and 17 gave local residents access to exclusive domestic tour packages and discounted offers from participating exhibitors. Guests took in engaging activities such as travel bingo, craft demonstrations, and discovered Baguio’s best local products to complement their
travel fair experience.
Exhibitors showcased the breadth of offerings available in the country’s different regions, from heritage sites and creative tourism experiences to nature attractions and sustainable travel accommodations. The variety of offers further opened new avenues for exploration among Cordilleran audiences, providing a boost to domestic tourism.
Showing their full support to the RTF were Baguio City’s local executives led by Mayor Benjamin Magalong, who delivered a warm welcome message at the Welcome Dinner, and Vice Mayor Faustino Olowan, who spoke during the B2C opening ceremony. DOT CAR Regional Director Jovita Ganongan was also present throughout the fair, along with Baguio Tourism Council chairperson Gladys Vergara and Creative Baguio City Council co-chairperson Marie Venus Tan.
The 17th Regional Travel Fair concluded with a turnover ceremony on the afternoon of May 17, officially passing hosting duties to the Bangsamoro Autonomous Region in Muslim Mindanao (BARMM). This signals new opportunities to showcase the region’s vibrant Moro heritage and rich history. The 18th RTF is scheduled on August 16-18 in Cotabato City.
The 17th RTF was organized by the TPB and DOT in partnership with the City Government of Baguio, DOT-CAR, Baguio Tourism Council, and Philippine Airlines.
