Subic Bay is stepping back into the spotlight with the Subic Bay International Tourism Showcase (ITS) 2026, set for March 19–21, 2026, at the Subic Bay Exhibition and Convention Center.
Branded with the call to action “Meet You in Subic Bay!”, the event signals a serious push to reestablish Subic as a leading MICE and leisure hub in Asia. It aims to bring together hotels, tourism councils, local governments, international tourism bodies, and private stakeholders for a focused push on tourism investment and partnerships.
“Subic Bay has all the elements of a world-class destination: accessibility, infrastructure, natural charm, and now, a renewed spirit of collaboration. It’s time to bring the world back to Subic,” said Angel Ramos Bognot, MICE expert and business event creator from Afro Asian World Events, the group behind the initiative.
The three-day showcase will feature B2B meetings, tourism seminars, regional fashion and cultural shows, marketing presentations, and consumer days, capped by a gala night and awards ceremony. A highlight will be the Search for Mr. and Ms. Subic Bay 2026, celebrating local talent and culture. Exhibitors will have direct access to both local and international buyers, with curated appointments meant to spark long-term business growth.
Bognot described the event as a turning point: “Tapos na yung pa-display-display. This time, it’s all about business.”
The project is backed by the Department of Tourism, SBMA, Tourism Promotions Board, and regional partners. Organizers are banking on Subic’s growing cruise arrivals, connectivity through Clark and Bulacan airports, and upcoming infrastructure like the Luzon Economic Corridor and Manila-Bataan Bridge to attract international interest.
“Subic Bay ITS 2026 is more than a showcase. It’s a sign of renewed confidence and progress,” Bognot said.
With over 100 exhibition booths and limited slots – 20 reserved for members of the Subic Bay Freeport Chamber and Hospitality Alliance of Subic (HAS) – stakeholders are urged to confirm participation by November 15, 2025.
As Bognot summed it up: “The Hospitality Alliance of Subic Bay Freeport Zone is alive, and we mean business.”
For partnerships and booth reservations, contact the Subic Bay ITS 2026 Secretariat.
Meet You in Subic Bay.