Vlad Bunoan

Palawan's Puerto Princesa Underground River, a UNESCO World Heritage site. Handout

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<div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1787745892436Underground River.JPG" style="width:960px" class="fr-fic fr-dib" width="960"/>Palawan&#x27;s Puerto Princesa Underground River, a UNESCO World Heritage site. Handout</div>For the first time in 11 years, Palawan is holding its three-day travel expo outside of Metro Manila as the province aims to bring its tourism industry closer to the Visayas market. The Palawan World&#x27;s Best Island Travel and Trade Expo 2026 will run from October 23 to 25 at Ayala Center Cebu, with the theme &quot;Beyond Paradise: Connecting Islands, Creating Opportunities.&quot; The event, mounted by the provincial government with the Palawan Tourism Council (PTC), will showcase destinations, products, and other offerings to travelers and businesses in Visayas.Palawan governor Amy Roa Alvarez noted that locals and foreigners now account for roughly equal shares of the province&#x27;s tourism market, a shift from the pre-pandemic period which was dominated by international visitors. Last year, Palawan recorded 2.13 million visitor arrivals, generating P65.51 billion in tourism receipts and visitor spending.&quot;Tourism and agriculture are what keep this province running, so we have to keep bringing Palawan to where the market is,&quot; Alvarez said.Cebu is considered a major gateway for Palawan&#x27;s tourists, with direct flights to Puerto Princesa, El Nido, and Busuanga. For this year&#x27;s expo, organizers are targeting 8,000 visitors, 60 buyer companies, 250 business appointments, and P25 million in on-site and 30-day bookings.<div><a href="https://www.abs-cbn.com/lifestyle/food-travel/2025/11/17/palawan-among-frommer-s-travel-guide-s-best-places-to-go-in-2026-1519">Palawan among Frommer&#x27;s travel guide&#x27;s &#x27;Best Places to Go in 2026&#x27;</a></div>There will be more flights to Palawan by November and December, according to Alvarez, who also spoke of plans to improve airports. These will complement the marketing push of the PTC and the provincial government, with a new tourism campaign for Palawan targeted for launch in 2027.

For the first time in 11 years, Palawan is holding its three-day travel expo outside of Metro Manila as the province aims to bring its tourism industry closer to the Visayas market.

For the first time in 11 years, Palawan is holding its three-day travel expo outside of Metro Manila as the province aims to bring its tourism industry closer to the Visayas market.

Palawan to bring tourism industry to Visayas market with Cebu expo

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Palawan to bring tourism industry to Visayas market with Cebu expo

ABS-CBN News

Published August 29, 2026 09:00 AM PHT

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