The Philippines, through the Tourism Promotions Board (TPB), wrapped up a highly successful participation at the 2025 Internationale Tourismus Börse (ITB) Asia, generating more than PHP 600 million in confirmed and potential sales leads. The prestigious three-day travel trade event was held from October 15 to 17 at the Sands Expo and Convention Centre in Singapore.
Attracting over 18,000 global trade attendees and 1,500 qualified buyers, ITB Asia gathered key players across the travel and tourism value chain—from airlines and hotels to cruise operators, tour agencies, and travel technology firms. The Philippines stood out with a 171-square-meter booth inspired by capiz shell motifs and vibrant imagery of the country’s world-renowned destinations.
Twenty-three accredited Philippine sellers—including hotels, resorts, destination management companies, airlines, and travel agencies—secured a total of 842 business appointments, translating to more than PHP 600 million in potential deals. The booth drew strong engagement from buyers representing leisure, corporate, and Meetings, Incentives, Conventions, and Exhibitions (MICE) segments.
“The continued interest in Philippine tourism’s offerings at ITB Asia 2025 reflects the growing global demand for authentic and meaningful travel experiences,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles. “By connecting with diverse players across the industry, we strengthen our network and sustain the Philippines’ momentum in key international markets.”
Philippine Ambassador to Singapore Medardo Macaraig also visited the booth to express support for the delegation. He was welcomed by TPB representatives Marivic Sevilla, Acting Head of the Corporate Planning and Business Development Department, and Micaela Ochoa, Acting Head of the ASEAN and the Pacific Division. Sevilla likewise met with Palawan Governor Amy Roa Alvarez, whose province maintained a dedicated booth at ITB Asia, to explore future collaborations that would further boost Palawan’s international presence.
Throughout the expo, the Philippine delegation showcased a wide portfolio of travel products—from beach and adventure tourism to MICE and sports travel. Destinations such as Cebu, Boracay, and Palawan garnered particular attention from international buyers. TPB also emphasized diving and halal tourism initiatives, reinforcing its commitment to inclusive, sustainable, and diversified tourism development in the Asia-Pacific region.
With its strong performance at ITB Asia 2025, the Philippines continues to solidify its reputation as one of the region’s most dynamic and competitive travel destinations—where nature, culture, and hospitality converge to create truly world-class experiences.