The Tourism Promotions Board (TPB) Philippines reported ₱63.4 million in sales leads following its participation in ITB China 2026, held in Shanghai from May 26 to 28, underscoring renewed momentum in attracting Chinese outbound travelers.
The three-day trade fair served as a strategic platform for the Philippines to strengthen ties with Chinese buyers and promote the country as a destination for both leisure and MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism.
Strong Buyer Engagement Drives Leads
According to TPB, engagement during the event resulted in:
- ₱6.5 million in sales leads from a TPB-hosted Networking Night attended by 50 Chinese buyers
- ₱56.9 million in additional potential sales from participating Philippine sellers
- Total: ₱63.4 million in combined sales leads
TPB emphasized that these figures reflect growing interest from the Chinese outbound travel market, particularly in higher-value travel segments such as business events and group tourism.
Philippine Presence Highlights Festivals and Ease of Travel
At the event, TPB showcased the Philippines through a 36-square-meter barrio fiesta-themed booth, designed to reflect the country’s cultural identity and tourism offerings.
The booth featured:
- Interactive displays
- Dedicated business meeting spaces
- Promotions for travel initiatives such as the 14-day visa-free entry policy and the Philippine e-Visa system
These initiatives aim to position the Philippines as a more accessible destination for Chinese travelers.
Strengthening Tourism Partnerships
TPB Chief Operating Officer Maria Margarita Montemayor Nograles said the results reflect growing confidence in the Philippines as a destination:
“The strong sales leads generated at ITB China 2026 reaffirm the Philippines’ growing competitiveness in the Chinese outbound travel market… These figures translate into concrete business opportunities that will help drive arrivals, investments, and long-term partnerships.”
ITB China as a Global Travel Platform
ITB China is a major B2B travel trade fair focused on the Chinese outbound tourism market. The 2026 edition brought together:
- More than 900 travel organizations from 85 countries
- Around 1,700 hosted buyers
- 280 media representatives
- Fully booked exhibition halls
The event continues to serve as a key platform for global tourism stakeholders to connect with China’s rapidly evolving travel industry.
Outlook
TPB’s performance at ITB China 2026 highlights the Philippines’ ongoing strategy to expand its presence in key Asian markets, with a strong focus on business tourism, accessibility, and long-term trade partnerships.
