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Philippines Tourism thrives at ITB Berlin 2024 with impressive sales and recognition


At ITB Berlin 2024, the Philippines garnered 322 sales leads and projected revenues of PHP 489.13 million, marking a 50% increase from the previous year.

MANILA, PHILIPPINES – The Philippines Tourism Promotions Board (TPB) announced a significant achievement at the Internationale Tourismus-Börse (ITB) Berlin 2024, where the country generated 322 sales leads and projected revenues of PHP 489.13 million. This represents an impressive increase of over 50% compared to last year’s event, underscoring the growing global interest in the Philippines as a premier travel destination.

A United Effort in Promoting Philippine Tourism

Led by the Department of Tourism and the TPB, the Philippine delegation included 60 participants from destination management companies and tour operators. This collaboration highlighted the effective partnership between the government and the private sector in promoting the Philippines’ diverse attractions.

DOT Secretary Christina Garcia Frasco remarked on the success, “The Philippines’ success at ITB Berlin reflects the shared tourism governance between the government and the private sector, whose direction and dedication are focused on expanding tourism development and promotions for our award-winning and emerging destinations.

Cultural Showcases and Culinary Delights

The Philippine pavilion captivated attendees with various cultural activations, including traditional Filipino costume fittings by renowned designer Avel Bacudio and performances by the Kalumon Performing Ensemble. Additionally, innovative Filipino cuisine was presented by Chef Bulawan Callanta from AYAN – Filipino Streetfood Berlin, alongside signature cocktails crafted by champion bartender Dennis Barrela Adiuba.

TPB Chief Operating Officer Maria Margarita Montemayor Nograles expressed pride in the delegation’s performance, stating, “I am incredibly proud of our Philippine sellers who exceeded all expectations. Being a part of such a dedicated and talented delegation is an absolute privilege. The enthusiasm and performances showcased during the event mirror the outstanding experience one can expect when visiting the Philippines – distinct, captivating, and unforgettable.”

Recognition in Sustainable Tourism

Further enhancing its success, the Philippines received international accolades for its commitment to sustainable tourism. Poblacion Beach in Sipalay City, Negros Occidental, secured the second place in the “Thriving Communities” category at the Green Destinations Story Awards, celebrated during ITB Berlin.

Sipalay City’s transformation into a thriving natural seaside habitat for sea turtles and mangroves is truly inspiring,” stated COO Nograles. “While we value the economic benefits of tourism, it is crucial to prioritise sustainable initiatives,” continued Nograles. “We must ensure that our actions today benefit not only our economy but also our environment.”

Looking Forward to ITB Berlin 2025

With nearly 100,000 participants and 5,500 exhibitors from 170 countries in this year’s event, ITB Berlin remains a pivotal platform for global tourism exchange. The Philippines looks forward to building on this year’s success at ITB Berlin 2025, scheduled for March 4-6, 2025.

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