Philippine Travel Agencies Association partners with the Department of Tourism and actress Winwyn Marquez to stage a landmark cultural tourism event this May
The Philippine Travel Agencies Association is set to spotlight Filipino heritage and cultural tourism with a General Membership Meeting and Press Conference on April 28, 2026, at the Museo de Intramuros. The event will officially unveil its flagship celebration, Santacruzan 2026, scheduled for May 22, 2026—positioned as one of the year’s most anticipated cultural showcases.
Adding star power and national significance to the launch are special guests including actress and beauty queen Winwyn Marquez, alongside a representative from the Department of Tourism. Their presence underscores the growing importance of Santacruzan not only as a religious and cultural tradition, but as a strategic driver for tourism growth.
As the country’s leading alliance of travel agencies, PTAA continues to champion initiatives that bring Filipino culture to the forefront of global travel. Santacruzan 2026 stands as a centerpiece of this mission—a vibrant, world-class spectacle rooted in faith, tradition, and national identity, designed to captivate both local and international audiences.
The collaboration with the Department of Tourism reflects a unified push to elevate cultural tourism as a cornerstone of the Philippines’ visitor economy. Together, they aim to establish Santacruzan 2026 as a signature event on the national tourism calendar, drawing travelers eager to experience the richness of Filipino heritage.
Supporting this vision is Bank of the Philippine Islands, whose partnership highlights the increasing role of the private sector in advancing cultural tourism. By investing in heritage-driven events, BPI reinforces the idea that celebrating culture is also an investment in nation-building.
In a move to empower grassroots tourism, PTAA is also collaborating with DOT-accredited tour guides and associations to deliver curated Intramuros tours alongside the festivities. This initiative places local guides at the center of the experience—ensuring their vital role in storytelling and heritage preservation is both recognized and sustained.
Beyond Santacruzan, PTAA is sharpening its focus on fiestas and religious celebrations as key pillars of domestic tourism. These deeply rooted traditions offer some of the most authentic and compelling travel experiences in the Philippines. By packaging and promoting these events, PTAA encourages Filipinos to rediscover their heritage while supporting local economies across the archipelago.
Marquez’s involvement adds cultural resonance and wider visibility to the celebration. Known for her advocacy of Filipino arts and culture, she embodies the essence of Santacruzan—grace, devotion, and national pride.
Complementing these efforts is Lakbay, PTAA’s business-to-business (B2B) platform that connects travel agencies with tourism suppliers nationwide. From provincial tour operators to homestay providers and festival organizers, Lakbay serves as a dynamic marketplace that strengthens the local tourism value chain—ensuring opportunities reach communities across the country.
Members of the media, industry stakeholders, and the public are invited to attend the April 28 launch at Museo de Intramuros and be part of a renewed movement to celebrate, preserve, and promote the Philippines’ rich cultural heritage through tourism.
