DOT and TPB cap a successful participation at ITB Berlin 2025, generated over PHP 600 million in sales leads

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.

Philippine delegation at ITB 2025

“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.

A live pottery demonstration by Siegrid Bangyay

“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.

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