The Tourism Promotions Board (TPB) Philippines has generated an estimated ₱133.2 million in sales leads following the successful staging of the Philippine China Travel Exchange (PHILCHITEX) 2026, reinforcing efforts to revive inbound tourism from China.
Held from June 24 to 27, 2026, the event brought together Chinese travel operators and Philippine tourism stakeholders to strengthen business partnerships, improve destination connectivity, and rebuild confidence among Chinese travelers.
Organized in partnership with Philippine Airlines, PHILCHITEX welcomed 30 Chinese travel operators who participated in business-to-business (B2B) meetings and familiarization tours showcasing some of the country’s top tourist destinations.
Strengthening tourism partnerships
The four-day program opened with a half-day B2B networking session at Solaire Resort Entertainment City in Parañaque, where Philippine and Chinese tourism stakeholders explored opportunities to restore travel connectivity, promote multi-destination itineraries, and expand tourism cooperation.
TPB Chief Operating Officer Maria Margarita Montemayor Nograles emphasized that the initiative goes beyond generating business opportunities.
“PHILCHITEX is not simply about business matching. It is about creating long-term relationships, rebuilding momentum, and opening new pathways for collaboration between our tourism industries,” Nograles said.
Showcasing Boracay and Cebu
Following the networking event, Chinese delegates participated in immersive familiarization tours in Boracay and Cebu, allowing them to experience the country’s diverse tourism offerings firsthand.
Activities included beach leisure experiences, cultural attractions, heritage sites, and adventure tourism such as Kawasan Canyoneering in Badian, Cebu, while providing opportunities to connect directly with regional tourism sellers.
According to Nograles, the tours were designed to highlight not only the Philippines’ natural attractions but also Filipino hospitality.
“These destinations reflect the diversity of experiences travelers can enjoy across our archipelago. But beyond the beaches and attractions, what we hope visitors remember most is the warmth of the Filipino people,” she said.
Safety and accessibility remain priorities
Recognizing that safety remains a top consideration for Chinese outbound travelers, TPB reaffirmed its commitment to providing a secure and seamless travel experience.
Citing travel sentiment studies by Dragon Trail International, Nograles said the agency continues to prioritize initiatives that improve traveler safety, accessibility, and convenience.
“The Philippines remains fully committed to ensuring that visitors experience travel that is safe, seamless, welcoming, and rewarding from arrival to departure,” she said.
Chinese arrivals continue to recover
China remains one of the Philippines’ priority tourism markets as outbound travel continues to recover following the pandemic.
From January 1 to July 1, 2026, the Philippines welcomed 221,747 Chinese visitors, representing a 64.08% increase compared with the same period last year.
The growth has largely been driven by the country’s 14-day visa-free entry program for Chinese nationals traveling for tourism and business, introduced in January 2026. The program accounted for 99.63% of all arrivals from China during the period.
Eligible travelers currently enter through Ninoy Aquino International Airport (NAIA) in Metro Manila and Mactan-Cebu International Airport.
Improved air connectivity
Travel between the Philippines and China has also become more convenient with the launch of several new direct flight routes.
As of late May 2026, travelers can now fly directly from Chongqing, Hangzhou, and Changsha to Manila, as well as from Fujian to Cebu, reducing travel time to approximately three to four hours.
With stronger air connectivity, relaxed visa policies, and initiatives such as PHILCHITEX 2026, the Philippines continues to position itself as an increasingly competitive and accessible destination for Chinese travelers.