The Philippines concluded its participation at the Internationale Tourismus-Börse (ITB) Berlin 2025 with remarkable success, generating PHP 637,404,262.50 in sales leads, a 30.31% increase from the previous year. This achievement underscores the country’s growing status as a sought-after destination among a global audience of tour operators, travel agencies, online travel platforms, and media representatives.
Led by the Department of Tourism (DOT) and the Tourism Promotions Board (TPB), the Philippine delegation included 29 private sector exhibitors from the travel and tour agencies, destination management companies, and the accommodation sector. Popular destinations such as Siargao, Boracay, Palawan, Cebu, Iloilo, Ilocos Sur, and Negros Occidental attracted significant attention from international stakeholders.
“We are thrilled by the enthusiasm surrounding both our well-known and emerging destinations. This success highlights the transformative experiences that await visitors to the Philippines. I am proud of the dedication of our exhibitors, whose efforts have forged strong, lasting partnerships with the global tourism industry,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles.
A highlight of the Philippines’ presence was the Philippine Networking Night held on March 4, where over 40 international trade buyers mingled with Philippine co-exhibitors. The event featured captivating entertainment, including an a capella performance, an exhilarating bartending flair, and a dynamic human beatbox act, further showcasing the country’s vibrant culture.
Throughout the three-day event, the Philippine booth offered visitors an immersive experience with a live demonstration of handmade Sagada stoneware pottery, giving guests the chance to try their hand at pottery making, highlighting the Philippines’ rich tradition of craftsmanship.
“Beyond our stunning destinations, the Philippines offers a diverse range of immersive experiences for every traveler. We are optimistic that the connections we’ve made and the interest generated will lead to greater global awareness of our country, boosting visitor arrivals and strengthening our tourism industry for years to come,” added Nograles.
The Philippines has maintained a strong presence at ITB Berlin since 1985. In 2023, projected sales revenue reached PHP 271.5 million, followed by a 50% increase in 2024 to PHP 489.1 million, solidifying the country’s growing influence in the global tourism market.
