Philippines Showcases New Tourism Frontiers at 2026 Vancouver Outdoor Adventure Show

(Photo Above) The Philippine delegation headed by Dr. Paulo Benito S. Tugbang, Director, OPD, DOT calls on Consul General Gina Jamoralin at the Consulate (Photo by Vancouver PCG)

03 March 2026, Vancouver, B.C.  – The Philippines made a significant impact on the North American travel scene at the 2026 Vancouver Outdoor Adventure Show (OAS), held from February 28 to March 1 at the Vancouver Convention Centre. As Western Canada’s largest consumer show for outdoor enthusiasts, the OAS serves as a premier venue for showcasing top-tier destinations, outdoor gear, and adventure travel experiences to thousands of attendees. Through the active participation and coordination of the Philippine Consulate General (PCG) in Vancouver, the Philippine Department of Tourism (DOT) unveiled a strategic pivot toward Nature and Adventure to capture the interest of the Canadian market.

The mission commenced with a formal courtesy call on Consul General Gina A. Jamoralin at the Consulate. The visiting delegation was composed of:

• Paulo Benito S. Tugbang, Director, Office of Product Development (OPD);
• Richard G. Daenos, PhD, Regional Director, Region III;
• Ivonnie Dumadag, Regional Director, Caraga Region;
• Gerard O. Panga, Tourism Attaché and OIC of PDOT San Francisco;
• Katherine Patawaran, Tourism Operations Officer II;
• Lawrence Angelo Mendoza, Administrative Assistant III; and
• Mr. Stalingrad F. Samson, Administrative Officer

This initial meeting established a collaborative framework for the mission, focusing on innovative tourism categories and the strengthening of ties with the Filipino-Canadian community.

During the event, Consul General Jamoralin conducted an official visit to the OAS to support the Philippine pavilion and engage with participants. The DOT’s presence was further highlighted by two featured presentations titled "Love the Philippines: Tourism Now & What's Next!". A session was held on Saturday, February 28, at 5:15 PM on "The Best of Canada Adventures Stage". Director Tugbang followed with a flagship presentation on Sunday, March 1, at 11:15 AM at the "International Travel Theatre," introducing a highly engaged audience to the country’s "Vertical and Blue" wonders—from its rugged mountain ranges to its world-renowned marine biodiversity.

The presence of Regional Directors from Central Luzon (Region III) and the Caraga Region underscored a targeted push to promote adventure hubs like Siargao and the peaks of Central Luzon to the Canadian market.

(Photo Above) Consul General Gina Jamoralin draws the stub of the lucky winner for a free round-trip ticket to the Philippines sponsored by Philippine Airlines (Photo by Vancouver PCG).

Reflecting on the strategic direction of the mission, Consul General Jamoralin stated, "We are redefining the Philippine travel experience by weaving our rich indigenous culture into outdoor adventures. By infusing our tourism activities with culture and indigenous learning, we offer Canadians a destination that is not only a playground for adventure but a sanctuary for cultural discovery."

Addressing the competitive landscape, she added, "While we recognize the competitive challenges we face and the need to revitalize our arrival numbers, the Consulate is dedicated to working with the DOT to provide the right incentives to bring travelers back to our shores. We must lead with our strengths—our nature and our people."

The Philippine pavilion remained a primary draw throughout the weekend, supported by Philippine Airlines (PAL), which awarded a free round-trip ticket to Manila to a lucky winner. The mission concluded on March 2 with a strategic debriefing hosted at Halina Modern Filipino Kitchen + Bar, where Consulate officials, tourism representatives, and travel agents discussed the road ahead for Philippine-Canadian tourism. Moving forward, the Consulate and the DOT are exploring further collaborations in health and wellness tourism as well as gastrodiplomacy initiatives, including a potential high-level culinary "takeover" to showcase Filipino gastronomic excellence. END

(Photos Above) The attendees to the Outdoor Adventure Show visit the Philippine Booth at the Vancouver Convention Centre.  (Photos by Vancouver PCG).

(Photo Above) The Philippine Delegation holds a debriefing at the Halina Restaurant in Vancouver after the successful 2-day show. (Photos by Vancouver PCG).