The Malaysian Embassy in Makati hosted tourism officials, airline representatives, diplomats and industry stakeholders ahead of the fourth Travel Sale Expo, with much of the discussion focused on how travelers can be encouraged to explore destinations beyond the usual tourism circuit.
Malaysian Embassy in Manila Hosts a Travel Talk Ahead of the Travel Sale Expo
The Travel Sale Expo 2026 will be held from October 2 to 4 at SM Megamall under the theme “Where Travel Dreams Come Alive.”
Organized by the Global Tourism Business Association and GTBA-ONEKLIK, the three-day event will bring together airlines, hotels, tourism offices, embassies and travel businesses offering packages and discounts of up to 75 percent.
But beyond the travel deals, one issue came up repeatedly during the discussion: connectivity.
Improving Connectivity Among ASEAN Nations
For Filipino travelers, destinations such as Boracay and Bohol are already familiar. The challenge is getting people to consider places beyond the usual itinerary—and making those places easier to reach.
H.E. Malik Melvin Castelino, Ambassador of Malaysia to the Philippines, spoke about strengthening connections among ASEAN destinations while promoting places beyond the region's established tourism centers.
Malaysia, he noted, is promoting destinations beyond Kuala Lumpur, including Penang for gastronomy and Langkawi for its beaches. Tourism Malaysia is also encouraging travelers to combine destinations across borders, creating itineraries that link Malaysia with Singapore, Indonesia, Philippines and other ASEAN destinations.
The same approach can be applied within the Philippines. There is no reason to pause the promotion of Boracay or Bohol. But there is also a need to diversify the map and give emerging destinations more visibility.
The ambassador specifically mentioned Basilan, South Cotabato and Sulu as destinations in Mindanao that could benefit from greater connectivity and marketing.
For an archipelago, transportation can determine whether a destination makes it onto a traveler's itinerary. A place may have beaches, culture and places worth visiting, but if getting there requires several transfers, long waits and expensive connections, travelers may just opt somewhere else.
This is where airlines come in. Sunlight Air's Director for Corporate Affairs Marvin Noel D. Cui pointed out that time and convenience are increasingly important to travelers. The airline has been expanding connections to destinations outside the country's established tourism hubs, including Siquijor and Romblon, while maintaining routes to places such as Coron and Siargao.
Better air connections can also give local businesses and communities access to visitors who might otherwise never make the trip.
The same applies to destinations such as Catanduanes and Tawi-Tawi, two places the Malaysian Ambassador also mentioned among his favorite destinations in the country. Improving connections to these islands could make them more accessible to travelers looking beyond the Philippines' better-known tourist destinations.
Beyond the Usual Tourism Map
The discussion at the Malaysian Embassy reflected a similar shift taking place elsewhere in Southeast Asia. Tourism Malaysia is promoting destinations beyond Kuala Lumpur. Indonesia is looking beyond Bali, highlighting places such as Bandung, Lake Toba in North Sumatra, East Java and the Raja Ampat Islands alongside its more established destinations.
For the Philippines, spreading tourism beyond the usual names requires more than putting another destination on a brochure. It means reliable transportation, functional airports and ports, tourism products developed by local communities, and businesses ready to serve visitors once they arrive.
That also gives events such as the Travel Sale Expo a role beyond selling discounted flights and hotel packages.
The October expo will feature airlines, hotels, tourism organizations, embassies and local businesses, along with entertainment, competitions, raffles and a dedicated Halal Pavilion. Organizers expect around 50,000 visitors over three days.
For travelers, it is a chance to find deals for their next trip. For tourism stakeholders, it provides a platform to put lesser-known destinations in front of travelers who may not otherwise consider them.
The Travel Sale Expo 2026 runs from October 2 to 4 at SM Megamall.
