Philippines to Host MarketHub Asia 2027:A Milestone on Digital Tourism and Global Connectivity

Mactan, Cebu, Philippines — The Philippines is set to host MarketHub Asia 2027, an exclusive, by-invitation-only global TravelTech and tourism marketplace. This marks the first time the prestigious international business-to-business conference will be held in the Philippines.

Slated for the first quarter of 2027, the 6th edition of MarketHub Asia will convene approximately 400
global client-partners, thought leaders, senior decision makers, and digital travel innovators from 16
international source markets, including the Middle East, China, Japan, South Korea, India, Southeast
Asia, and Australia, among others.

“With the majority of global tourism transactions now taking place online, it is timely for the Philippines to take a more strategic and proactive approach in strengthening our digital visibility,” said Philippine Department of Tourism (DOT) Secretary Christina Garcia Frasco.

“By engaging the world’s leading digital distribution partners, we expand our global reach, improve ease of access, and create stronger pathways for inbound travel to the Philippines.”

“This milestone is significant for the Philippine hotel and tourism industry because its impact extends far beyond a single sector,” the Tourism Chief added. “Global events such as MarketHub create a ripple effect across the entire tourism value chain—from airlines and airports, to hotels, transport providers, food and beverage enterprises, tour operators, technology partners, and local communities. Hosting MarketHub 2027 reinforces the importance of working together as one tourism ecosystem to deliver inclusive and sustainable growth.”

Representing HBX Group, Xabi Zabala, Chief Sourcing and Operations Officer, and David Amsellem, Chief Distribution Officer, underscored the organization’s core strengths and mission. “At HBX Group, our focus has always been on building the digital foundations that allow travel to move efficiently across borders,” Xabi Zabala said. “Our strength lies in our global network, our advanced e-commerce infrastructure, and our ability to connect thousands of travel products and distributors through trusted, scalable platforms.” 

“As we continue creating opportunities that connect markets and destinations at scale, the Philippines stands out as a market with so much for the world to discover,” David Amsellem added. “There is real depth and diversity here, supported by an ecosystem that is increasingly ready to engage globally. MarketHub Asia 2027 allows us to connect that potential to our worldwide network in a meaningful, structured, and sustainable way.” 

The selection of the Philippines as host also affirms its steady advancement as a competitive Meetings, Incentives, Conferences, and Exhibitions (MICE) destination in Asia. Continued investments in convention infrastructure and event-ready facilities have strengthened the country’s capacity to stage high-level global events. At the same time, the Filipino culture of hospitality—characterized by warmth, professionalism, and attention to detail—adds a distinct human dimension that elevates every gathering into a meaningful and memorable experience.

Instrumental in bringing MarketHub Asia 2027 to the Philippines is Megaworld Hotels & Resorts, the country’s largest homegrown hotel operator, which will host the event within Megaworld’s Mactan Newtown, a master-planned township designed to support integrated business and leisure travel. 

Delegates will be accommodated at Savoy Hotel Mactan and Mercure Mactan, with conference sessions to be held at Mactan Expo, Cebu’s newest large-scale convention and exhibition venue. 

Mactan Expo has already demonstrated its capability to host world-class events, having recently served as a key venue for the ASEAN Tourism Forum held in January 2026—providing added assurance of the Philippines’ readiness to host high-level international gatherings. 

As one of the more tangible outcomes of the ATF 2026, the three-day TRAVEX 2026 generated PHP 1.43 billion in sales at the Mactan Expo. The ATF meetings among Southeast Asian NTOs and dialogue partners also took place in Cebu City at the NUSTAR Convention Center, the largest venue outside Metro Manila, reinforcing Cebu’s growing reputation in the MICE sector.

Cleofe Albiso, Managing Director of Megaworld Hotels & Resorts and President of the Cebu MICE Alliance, expressed pride in supporting the initiative. 

“More than a responsibility, hosting MarketHub Asia 2027 is a privilege and an opportunity to give global industry leaders a compelling reason to rediscover the Philippines,” Albiso said. “Our role is to help create an environment where meaningful conversations take place, partnerships are formed, and global leaders are inspired by the depth of experiences the country can offer.” 

She noted that MarketHub has traditionally been staged in globally celebrated destinations. “MarketHub has been hosted in destinations known for setting benchmarks in travel and tourism. With the most recent edition successfully concluded in Bali, expectations are understandably high,” Albiso added. “The Philippines is prepared to deliver an experience that is both professionally executed and distinctly memorable.” 

As the Philippines prepares to host MarketHub Asia 2027, the event underscores the country’s strategic push to strengthen its position within an increasingly digital and interconnected global tourism marketplace. 

The TravelTech and tourism conference is expected to expand livelihood opportunities for micro, small, and medium enterprises (MSMEs) by attracting both domestic and international tourism investments through business-to-business meeting opportunities, further increasing tourist spending on activities, experiences, food, and services.

Through this platform—anchored on data-driven connectivity, digital distribution, and business-to-business collaboration—the Philippines deepens engagement with international partners, expands its global reach, and advances its competitiveness in the evolving travel landscape. 

MarketHub is HBX Group’s premier platform for advancing dialogue, collaboration, and innovation—bringing together the global players that power travel bookings through digital distribution, data-driven connectivity, and business-to-business e-commerce.