Shanghai, China — The Tourism Promotions Board (TPB) Philippines generated PHP 63.4 million in sales leads during its participation in ITB China 2026, held in Shanghai, from May 26 to 28.
The three-day travel trade fair served as a strategic platform for the Philippines to engage directly with key Chinese buyers, enabling meaningful business exchanges and showcasing the country’s diverse offerings as a leading destination for leisure and MICE (Meetings, Incentives, Conferences, and Exhibitions).
A total of 50 Chinese buyers participated in the TPB-hosted Networking Night on May 26, generating PHP 6.5 million in sales leads. Throughout the three-day event, participating Philippine sellers collectively secured an additional PHP 56.9 million in potential sales, bringing the total sales leads generated to PHP 63.4 million.
“The strong sales leads generated at ITB China 2026 reaffirm the Philippines’ growing competitiveness in the Chinese outbound travel market, particularly in high-value segments such as MICE,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles. “More importantly, these figures translate into concrete business opportunities that will help drive arrivals, investments, and long-term partnerships. We are encouraged by the confidence shown by our Chinese counterparts and remain committed to strengthening connectivity and collaboration to sustain this momentum.”
