NORTHERN SAMAR, Philippines — The Provincial Government of Northern Samar, through its Provincial Tourism Office, marked its first participation in the International Travel Festival 2026 held at the Waterfront Hotel Cebu City.
The International Travel Festival (ITF) is recognized as one of the country’s most important tourism trade events, bringing together travel destinations, tour operators, airlines, hospitality groups, and tourism stakeholders from across the Philippines and the international market.
By participating in this event, Northern Samar strengthens its presence in the national tourism industry while promoting the province’s emerging destinations to a wider audience.
The choice of venue—the Waterfront Cebu City Hotel —is significant. Located at the heart of Cebu’s business and tourism district, the hotel is one of the region’s largest convention and exhibition venues.
It has long served as a hub for major national and international gatherings, providing an ideal platform where destinations, travel enterprises, and tourism decision-makers converge. Holding the festival in this venue underscores the scale and importance of the event as a meeting ground for industry leaders and tourism promoters.
Northern Samar’s participation in the festival reflects the province’s commitment to expanding its tourism market by connecting with the large influx of travelers visiting Cebu each year. As one of the country’s busiest travel gateways, Cebu presents an opportunity for Northern Samar to invite tourists to explore the province’s pristine beaches, island communities, eco-tourism sites, and rich cultural heritage.
Through engagements with tour operators, travel agencies, and tourism stakeholders, the province aims to encourage travelers to extend their journeys beyond Cebu and discover the unique experiences that Northern Samar has to offer.
During the opening ceremony, Cebu Governor Pam Baricuatro warmly welcomed exhibitors and participants, expressing her support and encouragement for destinations across the country to collaborate in strengthening the Philippines’ tourism industry.
Equally important in strengthening tourism connectivity between the two destinations are the direct flights operated by Philippine Airlines between Catarman National Airport and Mactan–Cebu International Airport. These regular flights significantly reduce travel time and provide convenient access for both domestic and international travelers arriving in Cebu who wish to explore Northern Samar. Improved air connectivity plays a crucial role in boosting tourism, facilitating travel, and strengthening tourism circuits between Cebu and Northern Samar.
As Northern Samar continues to position itself as an emerging destination in Eastern Visayas, its presence at the International Travel Festival signals a forward-looking approach—one that seeks to build connections, inspire travel, and invite the world to experience the natural beauty and authentic culture of the province.
