The Philippines is reinforcing its foothold in the European travel market as it returns to ITB Berlin 2026, set for March 3 to 5 at Berlin ExpoCenter City in Germany. With a strong, coordinated delegation and an expanded showcase, the country is positioning itself not just as a destination, but as a long-term partner for Europe’s travel trade.
Led by the Tourism Promotions Board, the Philippine pavilion will bring together 36 stakeholders spanning hotels and resorts, tour operators, destination managers, and local governments. Collectively, they will spotlight the country’s breadth—from biodiversity-rich islands and heritage towns to contemporary resort developments and a culinary culture increasingly recognized on the global stage.
This year’s participation unfolds alongside a milestone for ITB Berlin, which marks its 60th anniversary in 2026. Since its founding in 1966, the event has evolved into the world’s most influential travel trade marketplace, drawing tourism boards, airlines, tour operators, and decision-makers from across continents.
Organizers expect ITB Berlin 2026 to host around 1,300 qualified top buyers, 5,800 exhibitors, and roughly 100,000 visitors, with the three-day program focused squarely on business-to-business meetings and product showcases.
For the Philippines, the event has become a key pillar of its European market strategy. According to TPB data, Philippine participation at ITB Berlin generated PHP 276.7 million in sales leads in 2023, rising to PHP 448.9 million in 2024 and reaching PHP 590.5 million in 2025—figures that underscore sustained momentum built through consistent trade engagement.
“ITB Berlin continues to be an important platform for strengthening our presence in the European market,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles. She noted that European travelers are increasingly drawn to destinations that offer authenticity, diversity, and meaningful experiences—qualities the Philippines is well-positioned to deliver through its regions and communities.
The 289-square-meter Philippine booth will function as the delegation’s central meeting hub, designed to support structured trade discussions while offering buyers an immersive sense of place. Beyond negotiations and networking, cultural elements will be woven into the experience to reflect how leisure, heritage, and lifestyle intersect in Philippine tourism.
A highlight of the pavilion will be live culinary presentations by Myke Sarthou, widely known as Chef Tatung, who will feature dishes from Luzon, Visayas, and Mindanao to illustrate the country’s regional diversity through food. Complementing this will be a Philippine coffee showcase by Kaulayaw Coffee, alongside cultural performances that bring Filipino music and tradition into the trade setting.
The delegation also includes major hotel and resort groups, destination management companies, and public-sector partners such as the Tourism Infrastructure and Enterprise Zone Authority, as well as the provincial governments of Palawan and Aklan, signaling a unified national approach to tourism promotion.
Through its participation at ITB Berlin 2026, the Tourism Promotions Board is reaffirming the strategic importance of Europe as a source market and partner region, while advancing the Philippines’ broader goal of competitive, sustainable, and high-value tourism growth. Trade buyers and industry stakeholders are invited to engage with the Philippine delegation in Berlin to explore collaborations that extend well beyond the show floor and into long-term partnerships.