The Philippines participated in the Internationale Tourismus-Börse (ITB) Berlin 2025, generating PHP 637,404,262.50 million in sales leads, a 30.31% increase from the previous year. The country’s strong performance reflects its growing appeal as a must-visit destination for tour operators, travel agencies, online platforms, and media representatives. The Department of Tourism and Tourism Promotions Board led a delegation of 29 private sector exhibitors, highlighting key destinations like Siargao, Boracay, Palawan, Cebu, Iloilo, Ilocos Sur, and Negros Occidental.
“The enthusiasm for our renowned and emerging destinations affirms the transformative experiences that await visitors to our shores. I am immensely proud of the unwavering commitment of our Philippine sellers, whose hard work translated into strong partnerships with the global tourism industry,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles.
The Philippines’ world-class artistry and creativity were on full display during the Philippine Networking Night held on March 4. More than 40 international trade buyers attended the event to connect with Philippine co-exhibitors and enjoy a captivating a capella performance, a mesmerizing bartending flair, and an electrifying human beatbox act.
Likewise, as part of the booth activations for the three-day fair, guests witnessed a live demonstration of handmade Sagada stoneware pottery and had the opportunity to try their hand at pottery making.
“Along with our country’s breathtaking destinations comes a diversity of immersive experiences visitors can enjoy. We are optimistic that the partnerships we have forged and the interest we have generated will lead to greater global awareness of the Philippines and, ultimately, increased visitor arrivals, strengthening our tourism industry in the years ahead,” added Nograles.
The Philippines has maintained its presence in ITB Berlin since 1985. In 2023, the projected sales revenue reached PHP 271.5 million, followed by a 50% increase in 2024 to PHP 489.1 million.
