The Philippines generated approximately 637.4 million Philippine pesos (more than 10 million US dollars) in sales opportunities at the International Tourism Fair (Internationale Tourismus-Börse- ITB), held in Berlin-Germany, from March 4 to 6, 2025.
The Tourist Promotion Board of the Philippines (TPB) indicated that the figure represents an increase of 30.31% compared to last year’s participation.
“The enthusiasm for our recognized and emerging destinations confirms the transformative experiences that await visitors on our coasts. I am immensely proud of the unwavering commitment of our Filipino sellers, whose hard work resulted in solid alliances with the global tourism industry,” said María Margarita Montemayor Nograles, director of operations at TPB.
Philippines exhibited first-class art and creativity at the ITB Berlin. As part of the activation of the stands during the three days of the fair, the guests witnessed a live demonstration of Sagada’s handmade ceramics and had the opportunity to carry out pottery work.
The Philippine delegation was composed of about 29 exhibitors from the private sector, from travel and tourism agencies, destination management companies and the hotel sector.
Siargao, Palawan (where the underground river of Puerto Princesa is located – one of the New 7 Wonders of Nature in the world), Boracay, Cebu, Iloilo, Ilocos Sur and Negros Occidental are the key destinations that aroused great interest among foreigners in the event.
“Together with the impressive destinations of our country, a variety of immersive experiences is offered that visitors can enjoy. We trust that the alliances we have forged and the interest we have generated will generate greater global visibility of the Philippines and, ultimately, an increase in the arrival of visitors, thus strengthening our tourism industry in the coming years,” Nograles said.