The Central Philippines Tourism Expo (CPTEX) 2026 was not launched inside a convention hall. It began in classrooms, cultural performances, conversations between buyers and sellers, and in destinations waiting to be appreciated by more Filipino travelers.

For three days, Laguna became the meeting point of tourism leaders, educators, local government units, private stakeholders, and travel professionals as the Department of Tourism (DOT) CALABARZON hosted the Central Philippines Tourism Expo (CPTEX) 2026. More than a trade event, CPTEX served as a platform where ideas, partnerships, and destinations came together to shape the next phases of domestic tourism.

The program opened with Tourism Talks at Lyceum of the Philippines University – Laguna, setting the pace before the official launch of CPTEX. Rather than focusing solely on visitor arrivals, the discussions centered on building a tourism industry that values sustainability, cultural preservation, innovation, and inclusive growth.

LPU-Laguna Chancellor Dr. Lerma Calingasan welcomed the Tourism Talks delegates by emphasizing the role of education in developing the country’s tourism sector. She spoke of the university’s commitment to advancing the national tourism agenda through research, industry collaboration, and initiatives that produce sustainable outcomes for communities.

The venue itself reflected the message. Surrounded by college students from different educational institutions in CALABARZON region preparing to enter the industry, professionals shared experiences that transformed classroom concepts into practical lessons.

Calamba City Tourism Officer Maolen Karla Boholano also presented updates on the city’s tourism initiatives, highlighting how one of Laguna’s historic cities continues to strengthen its position as a destination while preserving its cultural identity.

Representing Tourism Secretary Ditha Angara-Mathay, DOT Undersecretary Atty. Maria Victoria Jasmin noted that hosting Tourism Talks inside The Lyceum of the Philippines – Laguna was fitting, placing future tourism professionals at the center of discussions that will influence the industry’s direction. She also reflected on the growth of CPTEX, now in its fourth year, as a platform that continues to create opportunities for business partnerships and cultural exchange.

Among the day’s most memorable presentations came from travel content creator Val Darren Antones of Dabyahero, who reminded participants that destinations are remembered through stories.

“Every place has a story. Every person has a story, and every journey is worth sharing.”

His message reflected one of tourism’s strongest marketing tools today. Travelers are no longer simply visitors. Through photos, videos, blogs, and social media, they have become storytellers whose experiences inspire others to travel.

That same spirit carried into the evening as delegates gathered at Ayala Malls Solenad for the official opening of CPTEX and the launch of the Department of Tourism’s newest domestic tourism campaign, Discover More To Love.

While Love the Philippines remains the country’s official tourism brand, Discover More To Love shifts the spotlight toward Filipino travelers themselves.

Tourism Secretary Ditha Angara-Mathay described the campaign as an invitation for Filipinos to explore places beyond their usual itineraries. Developed entirely by the DOT’s internal team without additional production cost, the campaign provides a shared platform that connects travelers with DOT-accredited destinations and tourism enterprises while giving emerging destinations greater visibility throughout the year, including the lean travel season.

Rather than acting as a booking platform, the DOT positions itself as a trusted guide that helps travelers identify legitimate destinations and accredited tourism providers, consistent with its mandate of transparency, accountability, and good governance.

The campaign also recognizes a reality of modern travel. Every traveler now has the ability to become an ambassador for the Philippines.

Secretary Angara-Mathay encouraged Filipinos to make their next vacation an opportunity to visit somewhere they have never been before, allowing lesser-known communities to benefit from tourism while giving travelers fresh experiences closer to home.

Opening the expo, DOT CALABARZON Regional Director Marites Castro welcomed delegates to what she described as a celebration of the beauty, heritage, and vibrant tourism offerings of the Central Philippines Cluster under the theme, “Enchanting, Magical and Timeless.”

The Central Philippines Cluster brings together CALABARZON, MIMAROPA, Bicol Region, Western Visayas, Eastern Visayas, Central Visayas, and the Negros Island Region. Regional directors from across the country also attended in support of the event, highlighting the collaborative effort behind Philippine tourism promotion.

The opening festivities concluded with a cultural dinner at Seda Nuvali, where music and traditional performances showcased the richness of Filipino heritage beyond brochures and presentations.

Business took center stage on the second day as buyers and sellers met at Twin Lakes Hotel for the Business-to-Business sessions. With 68 tourism sellers and more than 200 buyers participating, the meetings created opportunities for destinations, hotels, resorts, tour operators, and tourism enterprises to build stronger partnerships that could translate into future travel across the country.

At the same time, Ayala Malls Solenad remained active with destination presentations and cultural showcases that introduced visitors to the diverse experiences offered by the regions represented at CPTEX.

Delegates were also treated to an EKsperience at Enchanted Kingdom in Santa Rosa, giving tourism officials and guests the opportunity to experience one of Laguna’s flagship attractions firsthand. Following the formal activities, regional tourism directors even took a ride on the park’s iconic AGILA Flying Theater, a fitting reminder that experiencing destinations firsthand remains one of tourism’s greatest selling points.

The celebrations continued into the evening during the Governor’s Night, where Laguna’s culture took center stage through performances by local artists and a fashion presentation featuring the province’s renowned Burdang Lumban embroidery, one of the country’s finest traditional textile arts.

The final day sustained the momentum with continued product presentations and cultural performances before delegates gathered for the closing ceremonies.

MIMAROPA Regional Director Roberto Alabado expressed appreciation to the organizers and participants who contributed to another successful edition of CPTEX, highlighting the value of regional cooperation in strengthening domestic tourism.

As host region, Regional Director Marites Castro formally turned over the CPTEX torch to the Bicol Region.

“It is an honor and privilege to host CPTEX 2026,” she said as she passed the responsibility to the next host. She expressed confidence that Bicol would lead the next edition with creativity, passion, and the same commitment to showcasing the best of the Philippines.

Accepting the hosting duties, Bicol Regional Director Herbie Aguas thanked the entire CPTEX Cluster team and invited delegates to experience the region’s rich tourism assets in the next edition.

Beyond the ceremonies, business meetings, and performances, CPTEX 2026 reflected a larger direction for Philippine tourism.

The conversations throughout the three-day event repeatedly returned to the same message. Tourism succeeds when schools prepare future professionals, communities preserve their heritage, businesses create meaningful experiences, government builds trusted platforms, and travelers themselves become advocates for destinations they genuinely love.

The launch of Discover More To Love adds another layer to that vision. It encourages Filipinos to travel beyond familiar destinations, support local enterprises, and appreciate the countless places that often remain overlooked.

In many ways, CPTEX 2026 was not simply about promoting destinations. It was about reminding Filipinos that every province has stories waiting to be experienced, every community has something worth sharing, and every journey across the country has the power to create lasting connections.

Sometimes, the next unforgettable trip is not halfway across the globe.

It is simply another corner of the Philippines waiting to be loved.