The Philippines wrapped up a highly successful participation at Internationale Tourismus-Börse (ITB) Berlin 2025, generating PHP 637,404,262.50 million in sales leads, a 30.31% increase from last year. The country’s strong performance reflects its growing appeal as a must-visit destination for a global audience of tour operators, travel agencies, online travel platforms, and media representatives.
The Department of Tourism (DOT) and the Tourism Promotions Board (TPB) Philippines led a delegation of 29 private sector exhibitors from the travel and tour agencies, destination management companies, and the accommodation sector. Key destinations that garnered heightened interest included Siargao, Boracay, Palawan, Cebu, Iloilo, Ilocos Sur, and Negros Occidental, among others.
“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 TPB Chief Operating Officer Maria Margarita Montemayor Nograles.
The Philippines’ world-class artistry and creativity were on full display during the Philippine Networking Night held on March 4. More than 40 international trade buyers attended the event to connect with Philippine co-exhibitors and enjoy a captivating a capella performance, a mesmerizing bartending flair, and an electrifying human beatbox act.
Likewise, as part of the booth activations for the three-day fair, guests witnessed a live demonstration of handmade Sagada stoneware pottery and had the opportunity to try their hand at pottery making.
“Along with our country’s breathtaking destinations comes a diversity of immersive experiences visitors can enjoy. 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,” added Nograles.
The Philippines has maintained its presence in ITB Berlin since 1985. In 2023, projected sales revenue reached PHP 271.5 million, followed by a 50% increase in 2024 to PHP 489.1 million.