SAN FERNANDO, PAMPANGA - The vibrant colors, pulsating festival rhythms, and rich entrepreneurial spirit of Region III took center stage this past weekend as the Central Luzon Tourism and Trade Fair (CLTTF) 2026 officially wrapped up its blockbuster run at the packed Event Center of SM City Pampanga. Running from September 18 to 20, 2026, the three-day expo transformed the shopping mall into a bustling metropolis of cultural heritage and modern trade. Spearheaded by the City Government of San Fernando under the leadership of Mayor Vilma Balle-Caluag, the event celebrated its second highly successful year of tight-knit collaboration with the neighboring municipalities of Mexico and Sta. Ana.
A Multi-Sensory Cultural Tapestry
The opening salvo set a high bar for the weekend, greeting thousands of weekend shoppers with a vivid display of regional pride. Mexico Tourism's energetic street dancers filled the floor with synchronized color, while the towering, traditional Majiganggas (giant paper-mâché puppets) of Sta. Ana captivated crowds. The expo floor successfully united the finest tourism flagships of the three local government units. Visitors traveled seamlessly between exhibitions highlighting San Fernando's world-famous Giant Lantern Festival, Mexico's historic Majigangga Festival, and Sta. Ana's bountiful Mais (Corn) Festival. "Turismo and trade cannot survive in silos," Mayor Caluag emphasized, highlighting the critical importance of inter-LGU alliances in amplifying the reach of local Micro, Small, and Medium Enterprises (MSMEs). "By working hand-in-hand, we bridge the gap between our raw local talents and global tourism markets."
Strong Civic Leadership and Innovation
Representing the Fernandino administration on the ground were City Councilors Ate Kay Pineda and Jay Cuyugan, alongside Acting City Tourism Officer Emmalyn Tuazon. They were joined by CSFP Arts, Culture, and Tourism Council Chairperson Robbie Hizon and Co-Chairperson Ar. Janine Canda. Representatives and tourism teams from Mexico and Sta. Ana also manned interactive booths to showcase their homegrown delicacies, artisanal crafts, and hidden eco-tourism spots. Moving beyond traditional trade displays, the 2026 fair aggressively embraced modernity. Alongside consumer travel bundles, Day 2 featured a highly attended, specialized forum exploring the intersection of Artificial Intelligence (AI) and modern tourism branding, led by creative industry expert Allan Sampang of Wearkap Studio.
A Shared Commitment to Progress
The success of the massive layout was further accelerated by SM City Pampanga Mall Manager Charm Bacani, who was highly praised by local executives for consistently allocating commercial spaces to champion Kapampangan entrepreneurs and heritage artists. As the curtains close on this year's installment, the Central Luzon Tourism and Trade Fair stands as an undeniable blueprint for municipal unity. By merging the agricultural roots of Sta. Ana, the deep-seated traditions of Mexico, and the commercial strength of San Fernando, Region III continues to prove that it is truly the home of everyday celebrations. This event underscores the importance of collaboration in driving economic growth and cultural preservation across the region.
