Travel sector banks on steadier demand beyond peak seasons

Insider Spotlight

• Travel Madness Expo is positioning year-round travel as a way to sustain tourism demand beyond peak holiday seasons
• New partnerships with international tourism boards and airlines reflect efforts to expand travel options for Filipinos
• Organizers say accredited travel agencies continue to play a key role for complex and multi-country trips
  
  
  

Travel Madness Expo (TME) is betting that encouraging Filipinos to travel beyond traditional holiday periods can help sustain tourism activity throughout the year, as the industry seeks more resilient demand supported by broader airline and tourism partnerships.

The annual travel fair will return from July 10 to 12 at the SMX Convention Center Manila, bringing together 179 exhibitors that include airlines, tourism boards, travel agencies, hotels and financial institutions. 

Organizers said the event aims to make travel planning more accessible while reinforcing the Philippines as an all-season destination.

Why it matters

The initiative comes as tourism stakeholders look to maintain travel momentum outside the usual summer and holiday peaks, while responding to growing consumer interest in experience-driven and culturally focused trips.

Malaysia Airlines will serve as the event's Official Airline Partner, while Philippine Airlines is the National Airline Partner. The Department of Tourism's "Discover More to Love" campaign will also be featured, alongside new participating destinations such as Georgia, Czechia and Papua New Guinea, with returning exhibitors from Japan, South Korea, Taiwan, Hong Kong, Malaysia and Guam.

The backdrop

Organizers said millennials and families remain a major market for regional and international travel, while younger travelers increasingly prefer cultural and experience-led itineraries. Retirees also continue to support demand for organized tours and long-haul leisure travel.

"When you walk onto the expo floor, you are engaging directly with airlines, tourism boards, and accredited travel partners offering one-of-a-kind and hard to resist exclusive packages and curated itineraries," Travel Madness Expo chair Paz Alberto said in a press statement.

Alberto said, “many of the bundled travel deals, coordinated group packages, and promotional fares available during the expo are often unavailable through standard online booking platforms. 

She also emphasized the continued value of accredited travel agencies, particularly for travelers planning complex itineraries, multi-country vacations, or group tours, where professional guidance and post-booking assistance remain essential.”

"When Filipinos travel abroad, they become part of a broader cultural exchange. At the same time, we continue to welcome international partners who help strengthen tourism ties and economic activity between destinations,"  Alberto said. —Vanessa Hidalgo | Ed: Corrie S. Narisma