PH dive showcase at MIDE boosts Malaysia travel interest

Insider Spotlight

• Philippine dive operators generated P113.27 million in sales leads during the three-day Malaysia International Dive Expo
• The Tourism Promotions Board Philippines led a delegation of 10 dive tourism stakeholders to promote the country's premier dive destinations
• A total of 142 business-to-business meetings were arranged to strengthen ties with Malaysian dive agents and boost future bookings
  
  

The Philippine dive delegation, led by the Tourism Promotions Board (TPB) Philippines, generated P113.27 million in sales leads after participating in the Malaysia International Dive Expo (MIDE) 2026, reinforcing the country's push to attract more dive travelers from Malaysia and neighboring markets.

Held from June 5 to 7 at the Malaysia International Trade and Exhibition Centre in Kuala Lumpur, the annual consumer-focused dive expo provided Philippine tourism stakeholders with a platform to showcase the country's award-winning underwater destinations while offering exclusive travel packages, including discounted accommodations and guided liveaboard adventures.

Why it matters

Malaysia remains an important source market for Philippine dive tourism, with improving air connectivity and growing demand for specialized dive experiences supporting the country's broader tourism recovery and regional visitor growth.

The Philippine delegation featured 10 dive operators: Aldive Corp., Buceo Anilao Beach and Dive Resort, Dauin Silver Reef Dive Resort, Garden of Eden Dive Resort, Kasai Village Dive Resort, Lalaguna Villas Luxury Dive Resort & Spa, Logon Fish Buddies Dive Center, M/Y Resolute (Liveaboards), Slam's Garden Dive Resort – Ocean Passion, and Umali Dive Center Corporation.

Dive enthusiasts, primarily from Malaysia, visited the 72-square-meter Philippine pavilion, which featured colorful underwater imagery from some of the country's best-known dive sites. Visitors expressed strong interest in destinations including Palawan, Negros Oriental, Batangas, Cebu, and Mindoro, particularly for pelagic and wreck diving experiences.

The big picture

"MIDE provides an excellent opportunity for the Philippines to promote its world-class dive destinations to the Malaysian market and beyond," Tourism Promotions Board Philippines chief operating officer Maria Margarita Montemayor Nograles said in a statement. 

"This year, we came in not only showing the beauty of our underwater treasures but also strengthening our continued support for the Malaysian and Philippine dive stakeholders.”

Nograles further noted the Longstanding Appreciation Award received for our participation for the last 13 years while also emphasizing how, through a strong contingent covering the various segments of the Philippine dive industry, impressive sales figures were achieved, thus solidifying the country's position as a premier global diving destination.

Although MIDE primarily caters to consumers, the TPB complemented its participation by organizing 142 business-to-business meetings through its market representative in Malaysia. 

The meetings enabled Philippine dive operators to strengthen partnerships with Malaysian dive agents and pursue additional sales opportunities.

Beyond destination marketing, participating companies also highlighted improved accessibility through Philippine Airlines, Cebu Pacific, and Malaysian carriers AirAsia and Firefly, which operate direct flights between Kuala Lumpur and Cebu, a major gateway to many of the Philippines' premier dive sites.

What's next

The TPB also conducted public marketing activities during the expo, offering promotional items to visitors who completed market surveys or booked Philippine dive packages, supporting efforts to convert consumer interest into future travel to the Philippines. —Ramon C. Nocon | Ed: Corrie S. Narisma