The Philippine tourism sector has made significant strides in expanding its international reach by generating PHP 697,915,613 in sales leads during the ITB Asia 2026 event held from October 21 to 23 at the Sands Expo and Convention Centre in Singapore. This notable achievement reflects the country’s ongoing efforts to attract more international visitors and engage travel industry partners.
Organized by the Tourism Promotions Board (TPB) Philippines, the delegation comprised representatives from travel agencies, tour operators, destination management companies, hotels, resorts, and a major MICE venue. Public sector representatives from the Department of Tourism (DOT) Region VII and DOT National Capital Region also participated, highlighting the collaborative effort to promote Philippine tourism. TPB Chief Operating Officer Maria Margarita Montemayor Nograles emphasized the importance of connecting Philippine tourism businesses with international buyers, as demonstrated by the business-to-business appointments and sales leads secured at the event.
The Philippine booth at ITB Asia 2026 showcased a diverse range of destinations and experiences, drawing interest from visitors. Highlights included Clark Global City’s renowned golf facilities and Iloilo City’s culinary offerings, recognized as a UNESCO Creative City of Gastronomy. Additionally, Filipino craftsmanship was on display, featuring handcrafted furniture, Capiz shell decor, and lighting fixtures that underscore local design traditions.
The pavilion attracted attention not only from the business sector but also from diplomatic officials. Visitors included H.E. Medardo G. Macaraig, Philippine Ambassador to Singapore; H.E. Alexandre Tilman, Timor-Leste Ambassador to Singapore; H.E. Victor Hugo Rojas González, Ambassador of Costa Rica to Singapore; and Dr. Zaw Minn Aung, Chargé d’Affaires of the Myanmar Embassy in Singapore. The Cebu MICE Alliance, led by president Cleofe Albiso, participated in the booth opening and highlighted Cebu’s business events capabilities during the ITB Asia Conference Programme.
ITB Asia is a significant annual trade event that brings together major exhibitors and buyers from the global travel industry. The success of the Philippine delegation at this event underscores the country’s strategic focus on enhancing its appeal among leisure travelers, corporate visitors, and MICE organizers. Through continued participation and collaboration between the public and private sectors, the Philippines aims to further solidify its position in the international tourism market.
ABOUT TPB
The Tourism Promotions Board (TPB) Philippines is an attached agency of the Department of Tourism, mandated to market and promote the country both domestically and internationally as a world-class tourism and MICE destination. This is carried out through strategic partnerships with public and private stakeholders, anchored on travel trade shows and business meetings. For more information, please visit www.tpb.gov.ph.
Maria Vanessa Abellon
Tourism Promotions Board (TPB) Philippines
[email protected]
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