By Benjamin Cuaresma
MANILA — Manila Mayor Francisco “Isko” Moreno Domagoso on Friday launched the capital’s first-ever tourism expo, opening a three-day showcase aimed at bringing the city’s history, culture, food, arts, business and everyday experiences under one roof.
The My Manila Tourism Expo 2026, held at Foro de Intramuros, also marked the official rollout of the city government’s new “Manila, My Manila” tourism campaign.
More than 12,000 people registered for the event, which is open to the public free of charge and runs until September 27, from 9 a.m. to 9 p.m. daily.
Domagoso said the campaign seeks to present Manila not simply as a place to visit but as a city whose contrasting layers — from modern structures to centuries-old landmarks — continue to shape the identity of its people.
“We may have modern buildings, but we also have beautiful buildings tested by time,” Domagoso said, citing Intramuros and its historical significance.
He said Manila’s story is not confined to its landmarks, pointing to personalities from different eras, including Rajah Sulayman, Andres Bonifacio, Asiong Salonga and Victor Lopez Jr.
“Manila has a lot of stories to tell. Sa bawat sulok nito, may kwento. Sa bawat eskinita at boulevard, laging may kasaysayan at nakaraan,” the mayor said.
Cristal Bagatsing, Manila City Tourism Officer and director of the Department of Tourism, Culture and Arts of Manila (DTCAM), which organized the expo, said the campaign is intended to change the way people view and experience the capital.
“Our vision is simple: we want to transform Manila from a city people have to visit into a city people want to experience,” Bagatsing said.
The campaign carries the tagline “There isn’t just one Manila. There’s your Manila, My Manila,” reflecting the idea that the capital offers different experiences depending on how people connect with it.
Those experiences are organized into 11 themes at the expo: My Heritage, My Flavor, My Creativity, My Night, My Journey, My Family, My Passion, My Business, My Health, My Future and My Adventure.
The event brings together heritage institutions, hotels, restaurants, businesses and creative communities as the city government seeks to broaden Manila’s tourism profile.
The three-day program includes Barangay Tourism Seminars, MidFest mini concerts and gala shows, Film Development Council of the Philippines film screenings, a Manila City Band mini concert and the MIDAS Awards.
The expo will conclude with its awarding and closing ceremonies on September 27.
For Domagoso, the tourism campaign is also an economic initiative, particularly in generating employment opportunities for residents.
“Tourism creates a lot of jobs,” the mayor said, adding that increased arrivals by domestic and foreign visitors could translate into more employment for Manileños.
He also cited double-digit growth in business registrations in Manila over the past year, saying the increase was recorded despite broader economic challenges.
“Modesty aside, the city of Manila enjoys double-digit growth in spite of the economic situation for the past year; that is already a fact,” Domagoso said.
“Our businesses rose double digits in terms of registration, minimizing mortality in the city,” he added.
The campaign’s name draws from National Artist for Literature Nick Joaquin’s “Manila, My Manila,” while the city government frames the capital as a place that belongs not only to its residents but to Filipinos who live, work, study or visit there.
“Because our Manila is your Manila. It’s everyone’s Manila; it’s the Filipino’s Manila, because again, where Manila goes, the country follows,” Domagoso said.
Through the expo, the city government is also encouraging residents, visitors, students and workers to share their own experiences of Manila through social media using #ManilaMyManila and #MyManilaTourismExpo2026.
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