The Philippines sustained strong engagement at Internationale Tourismus-Börse (ITB) Berlin 2026, securing over PHP 925 million in preliminary sales leads while showcasing its diverse destinations, cultural heritage, and tourism offerings to the global market. Through the Tourism Promotions Board (TPB) Philippines, the country concluded its participation at the three-day business-to-business (B2B) trade marketplace held from March 3 to 5, 2026, at Berlin ExpoCenter City (formerly Messe Berlin), Germany.
Regarded as the world’s largest tourism trade fair and a premier European marketplace, ITB Berlin gathers around 100,000 trade visitors and over 5,800 exhibitors annually from all over the world. It provides a long-term platform to strengthen trade presence and market linkages with key source markets globally.
The Philippines’ booth at ITB Berlin 2026 drew strong engagement from international buyers and trade visitors, serving as a dynamic hub for business meetings and destination showcases at the world’s largest travel trade fair.
Sustained market presence in Europe and beyond
Amid ongoing challenges in the global travel environment, the Philippines’ active participation at ITB Berlin 2026 reinforces over four decades of sustained market presence and its continued commitment to strengthening international tourism partnerships between Philippine sellers and European buyers.
These market development efforts have recorded stronger results year on year, generating PHP 276.7 million in sales leads in 2023, PHP 448.9 million in 2024, and PHP 590.5 million in 2025, indicating an upward trajectory in the Philippines’ trade performance in the European travel market.
The Philippine delegation, composed of accommodation properties, destination management companies and tour operators, tourism organizations, and local government units, carried out business meetings and showcases that highlighted competitive tourism experiences tailored for European markets. Discussions covered key segments including Meetings, Incentives, Conventions, and Exhibitions (MICE), leisure, wellness, corporate travel, world-class diving, and gastronomy.
“The breadth of engagement across leisure and corporate segments demonstrates the growing appeal of our destinations,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles. “While global uncertainties may influence the pace and scale of conversions, the continued interest in Philippine tourism products and services underscores the importance of staying engaged with our partners, strengthening our position as a venue for business events and international gatherings, deepening market understanding, and working closely with stakeholders to sustain momentum and identify opportunities as conditions evolve.”
A showcase of Philippine culture and culinary heritage
Chef Myke “Tatung” Sarthou led a live culinary presentation at the Philippine booth during ITB Berlin 2026. By showcasing the country’s rich gastronomic heritage, Chef Tatung underscored the Philippines as a compelling destination for experiential and culture-driven travel.
The 289-square-meter booth served as a high-traffic hub of activity that drew strong interest from trade visitors and buyers through destination displays and a Philippine coffee showcase mounted by Kaulayaw Coffee.
Complementing these engagements were culinary presentations from Chef Myke “Tatung” Sarthou, featuring representative dishes from Luzon, Visayas, and Mindanao that highlight the regional diversity of the Philippines. By showcasing cultural and gastronomic experiences, TPB continues to enrich the country’s destination presentations and strengthen its appeal to the global tourism market.
The outcomes of ITB Berlin 2026 further demonstrate the Philippines’ standing as a competitive and trade-ready tourism and MICE destination. These efforts contribute to long-term market growth by expanding partnerships, generating qualified leads, and positioning the Philippines as a competitive destination within the global travel trade landscape.
The Tourism Promotions Board (TPB) Philippines delegation, together with OIC-Secretary Verna Buensuceso of the Department of Tourism and Philippine Ambassador to Germany H.E. Maria Teresa T. Almojuela, reinforced the country’s position as a competitive tourism and MICE destination in the global travel trade.
