The Philippines recorded strong engagement at ITB Berlin 2026, generating over PHP 925 million in preliminary sales leads while showcasing its diverse destinations, cultural heritage, and tourism offerings to the global market.
Through the Tourism Promotions Board Philippines (TPB), the country concluded its participation at the three-day business-to-business (B2B) trade fair held from March 3 to 5, 2026 at Berlin ExpoCenter City.
Regarded as the world’s largest tourism trade event, ITB Berlin gathers around 100,000 trade visitors and over 5,800 exhibitors annually, providing a key platform for building long-term partnerships and strengthening global tourism linkages.
Sustained Growth in European Markets
The Philippines’ continued presence at ITB Berlin reflects more than four decades of sustained engagement in the European market and its ongoing commitment to strengthening partnerships between local sellers and international buyers.
Sales leads have shown steady growth in recent years:
- PHP 276.7 million (2023)
- PHP 448.9 million (2024)
- PHP 590.5 million (2025)
This upward trajectory highlights the Philippines’ strengthening position in the global travel trade and its growing appeal among European markets.
Showcasing Competitive Tourism Offerings
The Philippine delegation—composed of accommodation providers, destination management companies, tour operators, tourism organizations, and local government units—conducted business meetings and destination presentations tailored to European buyers.
Discussions focused on key segments such as Meetings, Incentives, Conventions, and Exhibitions (MICE), leisure, wellness, corporate travel, diving, and gastronomy.
“The breadth of engagement across leisure and corporate segments demonstrates the growing appeal of our destinations,” said Maria Margarita Montemayor Nograles.
She emphasized that sustained engagement with global partners is crucial in maintaining momentum, strengthening market understanding, and identifying opportunities amid evolving global conditions.
A Taste of the Philippines
The Philippine booth—spanning 289 square meters—served as a dynamic hub of activity, attracting strong interest from international buyers and trade visitors. It featured destination showcases and a Philippine coffee exhibit by Kaulayaw Coffee.
Adding to the experience, Chef Myke “Tatung” Sarthou led live culinary presentations featuring dishes from Luzon, Visayas, and Mindanao. These offerings highlighted the country’s rich and diverse gastronomic heritage, reinforcing the Philippines as a destination for immersive, culture-driven travel.
By integrating food, culture, and destination storytelling, TPB continues to enhance the country’s tourism presentations and strengthen its global appeal.
Strengthening the Philippines as a Global Destination
The outcomes of ITB Berlin 2026 further reinforce the Philippines’ position as a competitive and trade-ready destination for tourism and MICE. These efforts contribute to long-term growth by expanding partnerships, generating qualified leads, and positioning the country within the global travel market.
The Philippine delegation was joined by OIC-Secretary Verna Buensuceso and Philippine Ambassador to Germany Maria Teresa T. Almojuela, underscoring the country’s strong commitment to advancing its tourism sector on the global stage.
