The Tourism Promotions Board (TPB) Philippines generated PHP 63.4 million in sales leads during its participation in ITB China 2026, held in Shanghai, from May 26 to 28.
TPB representatives and Philippine sellers with PDOT-Shanghai Attaché Francisco Lardizabal (5th from left), Philippine Ambassador to China Jaime FlorCruz (6th from left), Consul General Myca Magnolia Fischer (7th from left), and other PDOT-Shanghai consulate and embassy officials.
The three-day travel trade fair served as a strategic platform for the Philippines to engage directly with key Chinese buyers, enabling meaningful business exchanges and showcasing the country’s diverse offerings as a leading destination for leisure and MICE (Meetings, Incentives, Conferences, and Exhibitions).
A total of 50 Chinese buyers participated in the TPB-hosted Networking Night on May 26, generating PHP 6.5 million in sales leads. Throughout the three-day event, participating Philippine sellers collectively secured an additional PHP 56.9 million in potential sales, bringing the total sales leads generated to PHP 63.4 million.
“The strong sales leads generated at ITB China 2026 reaffirm the Philippines’ growing competitiveness in the Chinese outbound travel market, particularly in high-value segments such as MICE,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles. “More importantly, these figures translate into concrete business opportunities that will help drive arrivals, investments, and long-term partnerships. We are encouraged by the confidence shown by our Chinese counterparts and remain committed to strengthening connectivity and collaboration to sustain this momentum.”
TPB’s barrio fiesta-themed booth at ITB China 2026.
TPB brought the vibrant spirit of the Philippine festivals to Shanghai through its 36-square-meter, barrio fiesta-themed booth, showcasing the country’s diverse tourism offerings. The booth featured interactive displays and dedicated business meeting spaces, creating a dynamic venue for engagement among tourism stakeholders. It also highlighted key travel initiatives, including the 14-day visa-free entry policy and the Philippine e-Visa system, making trips to the Philippines easier and more convenient for Chinese visitors.
Established in 2017, ITB China is the largest business-to-business (B2B) trade show focused on the Chinese outbound travel market. It has become a premier platform connecting top-tier Chinese buyers with global tourism stakeholders through business matching, marketing opportunities, and industry trend-focused conferences.
As the leading B2B platform dedicated to China’s travel market, ITB China 2026 featured more than 900 travel organizations and companies from 85 countries and regions, approximately 1,700 hosted buyers, and 280 media representatives, with exhibition halls fully booked.
