The Philippines secured P637.4 million in sales leads at Internationale Tourismus-Börse (ITB) Berlin 2025 on March 3 to 5, 2025.
The figure represents an increase of 30.31 percent from P489.1 million it generated from the same exhibition in 2024.
Tourism Promotions Board (TPB) chief operating officer Maria Margarita Montemayor Nograles noted the strong performance given the country’s increasing attractiveness as a premier destination for tour operators, travel agencies, online travel platforms and media representatives worldwide.
She said, “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 Nograles.
The Department of Tourism (DOT) and the TPB Philippines led a delegation of 29 private sector exhibitors from travel and tour agencies, destination management companies and the accommodation sector.
Key destinations that attracted heightened interest included Siargao, Boracay, Palawan, Cebu, Iloilo, Ilocos Sur and Negros Occidental.
“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,” Nograles said.
The Philippines has been consistently present at ITB Berlin since 1985. In 2023, projected sales revenue reached P271.5 million, rising by 50 percent in 2024 to P489.1 million.