Philippines secures over P600 million in sales leads at Berlin tourism fair

The Philippines generated PHP637.4 million in sales leads at the Internationale Tourismus-Börse (ITB) Berlin 2025, showcasing the country’s tourism potential on the global stage.

According to the Tourism Promotions Board (TPB), this figure marks a 30.31 percent increase from the previous year’s performance, underscoring growing international interest in Philippine destinations.

“The enthusiasm for our renowned and emerging destinations affirms the transformative experiences that await visitors to our shores,” said TPB chief operating officer Maria Margarita Montemayor Nograles. “I am immensely proud of the unwavering commitment of our Philippine sellers, whose hard work translated into strong partnerships with the global tourism industry.”

The country’s booth at the three-day event featured live demonstrations of Sagada stoneware pottery, allowing guests to experience the artistry firsthand.

A delegation of 29 exhibitors, representing travel agencies, destination management companies, and accommodation providers, participated in ITB Berlin, one of the world’s leading travel trade fairs.

Key Philippine destinations that attracted significant attention included Siargao, Boracay, Palawan, Cebu, Iloilo, Ilocos Sur, and Negros Occidental.

Nograles expressed optimism that the strong interest and new partnerships would boost global awareness of the Philippines, driving future visitor arrivals and strengthening the country’s tourism industry.

The Philippines has consistently participated in ITB Berlin since 1985. Sales leads from the event have been on an upward trend, from PHP271.5 million in 2023 to PHP489.1 million in 2024, before surging past PHP600 million this year.