The Philippines achieved an impressive milestone at the Internationale Tourismus-Börse (ITB) Berlin 2025, generating PHP637.4 million in sales leads—a notable 30.31% increase from the previous year. This growth reflects the strengthened global interest in the country's vibrant tourism offerings.
The Tourism Promotions Board (TPB) attributed this success to the dedication of 29 Philippine exhibitors, representing travel agencies, destination managers, and accommodation providers. Key attractions like Siargao, Boracay, Palawan, Cebu, Iloilo, Ilocos Sur, and Negros Occidental stood out, drawing significant attention from international visitors.
The Philippine booth also showcased Sagada's renowned craftsmanship, featuring live demonstrations of pottery making, which allowed guests to experience the country's creative heritage firsthand. This engagement emphasized the country's immersive experiences, further capturing the interest of foreign markets.
The Philippines' sustained presence at ITB Berlin, dating back to 1985, demonstrates a commitment to promoting its tourism sector on the global stage. With projected revenues steadily increasing—PHP271.5 million in 2023, rising by 50% to PHP489.1 million in 2024, and surging further this year—the country is well-positioned to strengthen its global tourism partnerships and boost visitor arrivals. This trajectory highlights the vital role of tourism in driving economic growth and cultural exchange.
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