DIPOLOG CITY, ZAMBOANGA DEL NORTE — The vibrant colors, rich flavors, and enduring traditions of the Philippines came alive as the Mindanao Tourism Expo (MTEx) 2025 officially opened on Friday, October 17, at the scenic Dipolog City Sunset Boulevard, drawing tourism stakeholders, cultural advocates, and visitors from across the nation.
The three-day event, led by Department of Tourism (DOT) Secretary Christina Garcia Frasco, celebrates the unity of the country’s 18 regions—each bringing their unique charm through cultural presentations, local delicacies, and world-class destinations—under the theme “Mindanao 360: A Full Circle of Trails, Trade, and Traditions.”
A celebration of unity through diversity
In her keynote address, Secretary Frasco underscored the importance of deepening interregional collaboration to showcase the “vibrant tapestry of Philippine tourism” to the world.
“MTEx is not only about Mindanao, but also a gathering of our stakeholders from Luzon and Visayas for all of you to meet, celebrate, discover, and work together toward ensuring that the world gets to know the richness of our nation,” she said.
The Mindanao Tourism Expo, hosted by DOT Region 9 in partnership with the City Government of Dipolog, the Provincial Government of Zamboanga del Norte, and co-host regions from Northern, Southern, and Central Mindanao as well as the Bangsamoro Autonomous Region in Muslim Mindanao (BARMM), serves as a vital platform to highlight the best of Philippine tourism and promote sustainable development through collaboration.
Each booth at the expo features local products, tourism destinations, and cultural highlights representing their regions—from the pristine beaches of Bohol and Siargao to the ancestral homes of Ilocos and the colorful festivals of Mindanao. The One Town, One Product (OTOP) exhibit by the Department of Trade and Industry (DTI) also showcases the craftsmanship of Filipino artisans, from handwoven fabrics and native delicacies to eco-friendly souvenirs.
Mindanao’s timeless charm and modern promise
In her address, Secretary Frasco reflected on Western Mindanao’s unique blend of history and progress, calling it a “purview of the past and a promise to the future.”
“Zamboanga del Norte and the entire Zamboanga Peninsula tell a complete story. From the Rizal Shrine in Dapitan to the eco-cultural landscapes of Sergio Osmeña, this province truly offers a glimpse into our nation’s rich past and a vision for the future,” she said.
She emphasized that “the time for Mindanao is now,” reaffirming the DOT’s commitment to make the island a premier tourism hub that embraces its cultural identity while welcoming global opportunities.
Heritage, culture, and gastronomy: A full circle experience
Following the MTEx opening, Secretary Frasco, along with delegates and local officials, joined the Philippine Experience Program (PEP) validation trip across the twin cities of Dipolog and Dapitan—an initiative that highlights the country’s heritage, arts, and culinary traditions.
In Dapitan, the Secretary visited several heritage sites deeply tied to Dr. José Rizal, including the Punto Del Desembarco, where a 10-foot bronze statue marks the national hero’s arrival; the Balay Hamoy Museum, where Frasco became the first public official to sign the “Haligi ng Serbisyong Publiko”; and the St. James the Greater Parish Church, a centuries-old edifice where Rizal once prayed.
The heritage trail continued through the Mindanao Relief Map—a remarkable creation built by Rizal himself—and culminated at the Rizal Shrine, a 16-hectare cultural park preserving the hero’s legacy and life in exile.
In Dipolog City, the Secretary toured the Museo Dipolog, which traces the city’s evolution through artifacts and photographs, and the Cathedral of Our Lady of the Most Holy Rosary, known for its neo-Gothic design and an altar believed to have been conceptualized by Rizal.
These visits form part of the Philippine Experience Program, a DOT flagship initiative that curates immersive tourism experiences centered on Filipino heritage, artistry, and community life.
Bridging opportunities through tourism
Beyond the exhibits and cultural tours, the MTEx also serves as a business and networking hub for stakeholders through business-to-business sessions, fostering collaboration between local government units, private tourism enterprises, and community-based organizations.
Secretary Frasco also took time to meet local entrepreneurs in the trade fair area, learning the stories behind their products and reaffirming the DOT’s support for small and medium tourism enterprises as vital partners in the industry’s growth.
“The Mindanao Tourism Expo, held alongside our Philippine Experience validation, ensures that in our effort to equalize tourism development across the country, we provide opportunities for your destinations, community-based tourism organizations, artisans, tribes, and communities to thrive,” Frasco said.
A renewed call for sustainable tourism
The MTEx 2025 not only celebrates the diversity of Philippine destinations but also promotes sustainable and inclusive tourism—empowering local communities and preserving cultural heritage for future generations.
As the sun set over Dipolog Boulevard, the energy of the expo reflected a renewed optimism for Mindanao’s tourism sector—a convergence of tradition and innovation that invites travelers to rediscover the heart of the Philippines.
With the message of unity and progress resonating across the event, Secretary Frasco’s call rang clear: “The season for tourism to thrive in the Zamboanga Peninsula—and in Mindanao—is here.”