MANILA – The Philippines secured an estimated PHP637.4 million in sales leads at the Internationale Tourismus-Börse (ITB) Berlin 2025, held in Berlin, Germany, from March 4 to 6. This marks a 30.31% increase in sales leads compared to last year’s participation.
In a statement on Monday (17 Mar 2025), the Tourism Promotions Board (TPB) expressed pride in the results, highlighting the significant boost in interest for both established and emerging destinations.
“The enthusiasm for our renowned and emerging destinations reaffirms the transformative experiences that await visitors,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles.
The Philippines’ booth at the event featured live demonstrations of handmade Sagada stoneware pottery, with guests also invited to participate in pottery making.
A delegation of 29 private sector exhibitors, including travel agencies, destination management companies, and accommodation providers, represented the country at the fair. Key destinations such as Siargao, Boracay, Palawan, Cebu, Iloilo, Ilocos Sur, and Negros Occidental drew particular attention from international visitors.
Nograles expressed optimism that the new partnerships and increased global interest will help drive future tourism growth. “We are confident that these collaborations will not only boost awareness of the Philippines but also increase visitor arrivals, further strengthening our tourism industry in the years ahead,” she said.
The Philippines has participated in ITB Berlin since 1985. Sales revenue from the event grew significantly from PHP271.5 million in 2023 to PHP489.1 million in 2024.
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