Sleeping Giant No More: Subic Bay Roars Back with International Tourism Showcase 2026

Subic Bay, Philippines — Subic Bay is making a bold return to the global tourism stage with the launch of the Subic Bay International Tourism Showcase (Subic Bay ITS) 2026, happening on March 19–21, 2026 at the Subic Bay Exhibition and Convention Center.

SUBIC BAY ITS 2026 PARTNERSHIP L-R: CJ Tan, Project Manager Subic Bay ITS 2026, Angel Ramos Bognot, President & Ultra Business Event Creator, Afro Asian World Events, Jho Floresca, HAS Co-Founder/Chairman & Le Charme Hotels Managing Director, Pamela Khonghun, President, Hospitality Alliance of SBFZ (HAS), Barney Lee, SBMA Senior Deputy Administrator for Business & Investment.

Carrying the slogan “Meet You in Subic Bay!”, the event aims to reposition Subic as a premier MICE (Meetings, Incentives, Conferences, Exhibitions) and leisure destination in Asia. It will gather hoteliers, tourism councils, LGUs, foreign tourism entities, and private stakeholders for a business-driven revival of the region’s tourism economy.

“Subic Bay has all the elements of a world-class destination - accessibility, infrastructure, natural charm, and now, a renewed spirit of collaboration. It’s time to bring the world back to Subic,” said Ms. Angel Ramos Bognot, a MICE expert and a business event creator, commissioned by Subic Bay to develop a new marketing campaign for the destination, thus Subic Bay ITS was put into place.

The three-day showcase features B2B networking, culture of tourism seminar, regional fashion and festival shows, business marketing presentations, corporate and consumer days, and the Search for Mr & Ms Subic Bay 2026, culminating in a gala night and awarding ceremony. Exhibitors will gain access to local and foreign buyers, with curated appointments designed to drive long-term partnerships.

Bognot emphasized a shift in tourism ethos: “Tapos na yung pa-display-display. This time, it’s all about business.”

Supported by the Department of Tourism, SBMA, TPB, and regional partners, SB ITS 2026 leverages Subic’s growing cruise traffic, proximity to Clark and Bulacan airports, and infrastructure upgrades like the Luzon Economic Corridor and Manila-Bataan Bridge.

“Subic Bay ITS 2026 is more than a showcase - it’s a symbol of hope, new business, and progress,” Bognot added.

With over 100 booths and only 20 slots reserved for SBFC and HAS members, organizers urge stakeholders to confirm participation before November 15, 2025. “We need to show that the Hospitality Alliance of Subic Bay Freeport Zone is alive—and we mean business,” Bognot concluded.

For partnership and exhibition inquiries, contact the Subic Bay ITS 2026 Secretariat.“Meet You in Subic Bay”.