The Philippines sustained strong engagement at Internationale Tourismus-Börse (ITB) Berlin
2026, securing over PHP 925 million in preliminary sales leads while showcasing its diverse
destinations, cultural heritage, and tourism offerings to the global market. Through the
Tourism Promotions Board (TPB) Philippines, the country concluded its participation at the
three-day business-to-business (B2B) trade marketplace held from March 3 to 5, 2026, at
Berlin ExpoCenter City (formerly Messe Berlin), Germany.
Regarded as the world’s largest tourism trade fair and a premier European marketplace, ITB
Berlin gathers around 100,000 trade visitors and over 5,800 exhibitors annually from all
over the world. It provides a long-term platform to strengthen trade presence and market
linkages with key source markets globally.
Sustained market presence in Europe and beyond
Amid ongoing challenges in the global travel environment, the Philippines’ active
participation at ITB Berlin 2026 reinforces over four decades of sustained market presence
and its continued commitment to strengthening international tourism partnerships
between Philippine sellers and European buyers.
These market development efforts have recorded stronger results year on year, generating
PHP 276.7 million in sales leads in 2023, PHP 448.9 million in 2024, and PHP 590.5 million
in 2025, indicating an upward trajectory in the Philippines’ trade performance in the
European travel market.
The Philippine delegation, composed of accommodation properties, destination
management companies and tour operators, tourism organizations, and local government
units, carried out business meetings and showcases that highlighted competitive tourism
experiences tailored for European markets. Discussions covered key segments including
Meetings, Incentives, Conventions, and Exhibitions (MICE), leisure, wellness, corporate
travel, world-class diving, and gastronomy.
“The breadth of engagement across leisure and corporate segments demonstrates the growing
appeal of our destinations,” said TPB Chief Operating Officer Maria Margarita Montemayor
Nograles. “While global uncertainties may influence the pace and scale of conversions, the
continued interest in Philippine tourism products and services underscores the importance of
staying engaged with our partners, strengthening our position as a venue for business events and
international gatherings, deepening market understanding, and working closely with stakeholders
to sustain momentum and identify opportunities as conditions evolve.”
A showcase of Philippine culture and culinary heritage
The 289-square-meter booth served as a high-traffic hub of activity that drew strong interest from trade visitors and buyers through destination displays and a Philippine coffee showcase mounted by Kaulayaw Coffee.
Complementing these engagements were culinary presentations from Chef Myke “Tatung”
Sarthou, featuring representative dishes from Luzon, Visayas, and Mindanao that highlight the
regional diversity of the Philippines. By showcasing cultural and gastronomic experiences, TPB
continues to enrich the country’s destination presentations and strengthen its appeal to the global tourism market.
The outcomes of ITB Berlin 2026 further demonstrate the Philippines’ standing as a competitive and trade-ready tourism and MICE destination. These efforts contribute to long-term market growth by expanding partnerships, generating qualified leads, and positioning the Philippines as a competitive destination within the global travel trade landscape.
