ILOILO CITY, Philippines — After months of preparation, the World Travel Expo Year 10 officially opened on September 25 at SM City Iloilo, bringing together destinations, tourism businesses, partners, and travelers for a three-day gathering centered on the people and stories behind travel.
The Iloilo leg marks the continuation of WTE Year 10’s nationwide journey, bringing the event to Western Visayas from September 25 to 27 under the theme “Xtraordinary Journeys, Xceptional Memories.”
For Miles Caballero, Managing Director of World Travel Expo, the opening in Iloilo carries a special significance because of the region’s strong connection to travel and tourism.
“We have been looking forward to coming to Western Visayas because we know how much this region has to offer, and more importantly, we know the people here have such a strong connection to travel and tourism,” Caballero said during the opening ceremony.
She also returned to an idea that has remained central to World Travel Expo throughout its journey: the importance of people in making travel meaningful.
“Every destination has a story, and behind every story are people who care deeply about the place they represent.”
That idea is reflected throughout the Iloilo gathering, where exhibitors and tourism partners are sharing the destinations, experiences, and communities they represent directly with visitors.
For Caballero, the value of travel goes beyond the places people visit. The experiences along the way, and the people who become part of those experiences, are what ultimately make a journey memorable.
That is also the spirit behind this year’s theme, “Xtraordinary Journeys, Xceptional Memories.”
“I hope people will discover something that excites them,” Caballero said. “I hope they will meet someone who makes them want to know more about a destination. And I hope that somewhere in this venue, someone will find the inspiration to finally take that journey they have been thinking about.”
The opening also recognizes the role of exhibitors and partners whose participation helps create a space where destinations can tell their stories and travelers can find new possibilities.
For Western Visayas, the gathering offers another opportunity to bring the region’s destinations, culture, experiences, and people closer to travelers while connecting the local tourism community with a wider audience.
World Travel Expo Year 10 continues at SM City Iloilo through September 27, 2026, with the three-day gathering bringing people together through the places they represent, the stories they share, and the journeys they hope to inspire.
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