As ITB Berlin 2026 opens at the International Congress Center (ICC) Berlin, the Philippines once again welcomes international buyers at its pavilion, continuing more than four decades of sustained engagement with the global travel trade. Since its first participation in 1985, the country has built a strong foundation for long-term partnerships, particularly within the European outbound tourism market.
In the years following the pandemic, this consistency has translated into measurable results. Sales leads generated by the Philippine delegation reached PHP 271.5 million in 2023, rising 50 percent to PHP 489.1 million in 2024. By 2025, the delegation recorded PHP 637.4 million in negotiated sales leads from 352 business meetings, a 30.31 percent increase from the previous year, with 29 co-exhibitors representing a broad spectrum of the tourism sector.
Maria Margarita Montemayor Nograles, Chief Operating Officer of Tourism Promotions Board (TPB) Philippines, emphasized the strategic value of the country’s presence:
“Forty years at ITB Berlin illustrate the importance of consistency in international market outreach. We view global trade platforms as mechanisms for partnership-building, performance assessment, and policy coherence. Our gains reflect a more integrated tourism strategy linking national direction, private sector readiness, and evolving international demand.”
The 2026 Philippine delegation further expands its representation to include accommodation providers, destination management companies, local government units, and tourism organizations, reflecting growing confidence in the international platform.
On opening day, Philippine sellers engaged international buyers in discussions covering leisure programs, emerging regional circuits, and itineraries shaped by the increasing demand for responsible travel, community-based experiences, and environmental sustainability. TPB continues to emphasize inclusive and sustainable tourism, complementing the Philippines’ renowned natural and cultural attractions.
“Our approach to ITB Berlin highlights the beauty of our destinations, our commitment to sustainability, and community participation. Aligning our offerings with long-term value creation is central to our engagement with European partners,” added COO Nograles.
Despite global travel challenges affecting attendance this year, the Philippine delegation remains focused on honoring scheduled engagements, deepening partnerships, and sustaining market conversations that support long-term tourism development. Over more than forty years, the country’s continued participation has built credibility and trust within the international travel community, reinforcing its position as a reliable and forward-looking tourism destination.
