The International Travel Festival (ITF) 2026 Media Launch last night was a vibrant celebration of travel, resilience, and community spirit. Held in the Santa Maria Ballroom of Radisson Blu Cebu and staged with a colorful circus theme, the event brought together media, tourism stakeholders, exhibitors, and partners to build excitement for the 11th ITF, scheduled for March 13–15, 2026 at the Waterfront Hotel & Casino in Lahug, Cebu City. I attended as an exhibitor for Form & Function Corrective Chiropractic and left energized and uplifted—grateful to our media partners and inspired by the optimism in the room.
A Festival of Color and Community
I arrived at 12:30 p.m. and was welcomed by towering jugglers whose skillful poise set a festive tone.
Registration opened at 1:00 p.m., allowing guests time to grab snacks, take photos, and mingle before the program began.
The ballroom hosted at least 15 full round tables; as a sponsor I sat near colleagues and had the pleasure of meeting Philippine Airlines’ Sir Eugene and Ms. Yani, Visayas Head of Sales.
The circus motif lent a playful energy—Cebuano tourism students delivered lively musical and dance performances while attendees enjoyed tea, coffee, juices, cupcakes, sandwiches, and empanadas. Mini “carnival” arcade games offered chances to win prizes (I tried my luck but didn’t win)…
Beneath the spectacle, though, was a clear purpose: Cebu’s tourism industry is rebuilding after last year’s calamities, and the launch reflected genuine momentum toward recovery. Conversations were upbeat and hopeful throughout the event, especially during the games and raffles 🙂
Big Numbers, Bigger Opportunities
During the media panel, organizers estimated last year’s ITF revenue at around PHP 100 million, with post-event sales potentially bringing the total to PHP 120 million. They also noted that 2025 foot traffic doubled compared with 2024—an encouraging sign for the sector. Given the province’s recent challenges, both the Department of Tourism and the provincial tourism office expressed strong optimism for this year’s festival.
Provincial Tourism Initiatives
Provincial Tourism Officer, Ms. Rowena Montecillo underscored tourism’s role in uplifting communities: “Tourism has the power to uplift lives and tell the story of who we are as Cebuanos… When private and public sectors work hand in hand, we create shared and meaningful experiences.”
She added, “We are not only ready but eager to welcome travelers,” outlining incentives for tour operators and content creators who offer overnight stays across Cebu’s 51 towns, as well as plans to digitalize bookings and provide airport shuttles to encourage more even tourist distribution. The provincial tourism office believes these initiatives will strengthen the sector and help it reach greater heights.
What to Expect at ITF 2026
Organizers reiterated that ITF will host over 100 exhibitors across nearly 200 booths, offering exclusive travel deals and curated experiences. Highlights and teasers from the launch included:
– Ms. Yani’s reminder that March 15—ITF Family Day—coincides with Philippine Airlines’ 85th anniversary, prompting playful speculation about special fare promotions.
– Tour operators hinting at substantial discounts, with some promising up to 45% off selected tours.
Wellness On-Site
Travel readiness goes beyond bookings. Form & Function Corrective Chiropractic will be on-site to provide complimentary posture analysis, use of whole-body vibration and smart lights, exclusive deals for chiropractic care, helping visitors prepare their overall state for travel—an important practical perk amid the event’s many offers.
Special Programs and Features
– Cebu Travel Exchange (CTX) — March 12: B2B networking for tourism professionals (8th edition).
– Tourism Students Day — March 13–14: Competitions and cultural showcases spotlighting Cebu’s hospitality talent.
– ITF Food City — All three days: Local favorites and comfort foods from lechon to pastries.
– ITF Family Day — March 15 (morning): Eucharistic celebration followed by family-friendly activities.
Founded in 2014, ITF has grown into the region’s premier consumer travel event and a vital platform for Cebu’s tourism recovery.
After attending the media launch, I can confidently say this year’s a decade and one ITF exhibition feels bigger, bolder, and more intentional than ever!
Mark your calendar: March 13–15, 2026. Join us at ITF for exclusive travel deals from over 100 travel destinations exhibitors, expert advice, wellness support from our clinic Form & Function Corrective Chiropractic, and the chance to support Cebu’s tourism comeback.
See you there!
