Photo courtesy of DOT.
The Philippines opens its booth at ITB Berlin 2026 today at the International Congress Center, formerly Messe Berlin, welcoming international travel buyers. The country has participated in the world’s largest travel trade fair since 1985, maintaining over 40 years of continuous engagement with the global tourism market.
Following the pandemic, that sustained presence has produced tangible results. In 2023, ITB Berlin generated Php 271.5 million in sales leads for the Philippines. The following year, this rose by 50 percent to Php 489.1 million. By 2025, the Philippine delegation reported Php 637.4 million in negotiated sales leads from 352 business meetings, involving 29 co-exhibitors representing various sectors of tourism.
The pattern demonstrates a more organized approach to international trade, integrating government leadership, private enterprises, and local stakeholders within a coordinated pavilion framework. Tourism Promotions Board Philippines Chief Operating Officer Maria Margarita Montemayor Nograles said the country’s longstanding participation reflects a strategic focus on market development.
Forty years at ITB Berlin illustrate the value of consistent engagement in international markets, COO Nograles said. The trade fair serves as a platform for building partnerships, evaluating performance, and ensuring coherence in tourism policy. Gains recorded over the years show the effectiveness of linking government direction, private sector readiness, and evolving global demand.
This year, the Philippine delegation expands to include accommodation providers, destination management companies, local government units, and tourism organizations. The move signals growing confidence in ITB Berlin as a venue for promoting Philippine destinations and programs.
During the opening day, Philippine sellers met with international buyers to discuss leisure programs, regional circuits, and itineraries influenced by emerging ecotourism trends. Conversations increasingly highlight responsible travel, community participation, and environmental priorities shaping global tourism.
COO Nograles emphasized that recent promotional efforts have balanced traditional destination appeal with sustainable tourism. The Philippines showcases both the beauty of its destinations and its commitment to long-term value creation, community involvement, and environmental stewardship in engagements with European partners.
Despite challenges affecting travel attendance, the Philippines remains focused on scheduled meetings, strengthening partnerships, and sustaining market discussions. More than four decades at ITB Berlin have reinforced the country’s credibility in the international travel community, ensuring continuity and professional representation amid a dynamic global landscape.