Subic Bay is set to host the Subic Bay International Tourism Showcase (SB ITS 2026) from March 19 to 21, 2026, at the Subic Bay Exhibition and Convention Center, positioning the Freeport Zone as a strategic hub for regional tourism, business events, and cross-sector collaboration.
The event was created and managed by Afro Asian World Events (AAWE), in partnership with the Hospitality Alliance Subic Bay Freeport Zone (HAS), with support from the Subic Bay Metropolitan Authority (SBMA), the Department of Tourism (DOT), the Tourism Promotions Board (TPB), and various regional stakeholders.
Executive Project Director: Ms. Angel Ramos Bognot
Carrying the campaign slogan “Meet You in Subic Bay!”, SB ITS 2026 aims to attract local and international buyers, tourism councils, hoteliers, and MICE (Meetings, Incentives, Conferences, Exhibitions) professionals. The program includes B2B networking sessions, business marketing presentations, a Culture of Tourism Seminar, regional fashion and festival
showcases, and the Search for Mr. & Ms. Subic Bay 2026, culminating in a gala dinner and awarding ceremony.
Lead organizer Ms. Angel Bognot emphasized the business-first approach of the event.
“Tapos na yung pa-display-display. This time, it’s all about negosyo,” she said, calling for a shift from passive tourism promotion to revenue-generating
partnerships.
Delegate packages start at ₱37,000, inclusive of booth space, meals, seminar access, entry to all special events, and up to 30 pre-scheduled B2B appointments. A second delegate may join for ₱14,000.00.
Organizers are encouraging early confirmation, with a registration deadline on November 15, 2025 and payment due by November 30, 2025.
With its growing cruise traffic, proximity to Clark and Bulacan airports, and inclusion in the Luzon Economic Corridor, Subic Bay is being positioned not just as a destination—but as a launchpad for regional tourism integration and business expansion.
