PHITEX 2026 Concludes with Significant Growth in Travel Sales Leads
A Successful Conclusion to PHITEX 2026
The Philippine Travel Exchange (PHITEX) 2026, a major travel trade event organized by the Tourism Promotions Board (TPB), recently concluded on September 9, 2026, at Conrad Manila. The event marked a significant milestone with PHP 594,712,138.50 in sales leads, an impressive increase of 20.12% compared to PHP 495.09 million generated in 2025.
PHITEX serves as a vital platform for the Philippine tourism industry, fostering connections between local sellers and international buyers. This year, the event brought together 102 Philippine sellers, including destination management companies, travel agencies, and tour operators, alongside 76 foreign buyers from 24 different countries.
Participation from Emerging Markets
Among the notable participating countries were emerging markets like Denmark, France, Indonesia, Italy, Macao SAR, Saudi Arabia, Spain, Thailand, Türkiye, the United Arab Emirates, and Vietnam. Additionally, buyers from 13 key markets, including Australia, Canada, Mainland China, Germany, the United Kingdom, Hong Kong SAR, India, Japan, Malaysia, Singapore, South Korea, Taiwan, and the USA, were also in attendance.
The TPB Chief Operating Officer, Maria Margarita Montemayor Nograles, expressed optimism regarding the business prospects initiated during PHITEX. She stated, “We are delighted with the PHP 506.15 million in sales leads generated through PHITEX 2026.” Despite the ongoing challenges within the global tourism landscape, Nograles emphasized the importance of industry partnerships.
Spotlight on Philippine Heritage and Attractions
In addition to networking, foreign buyers had the opportunity to experience the Philippines' rich heritage and stunning natural beauty through post-event familiarization tours. These excursions included visits to heritage sites in Ilocos Norte and Ilocos Sur, splendid natural attractions in Palawan, the culinary diversity of Cebu and Bohol, and the lush landscapes of Davao.
Jenny Rose Ryall, a buyer from Australia, remarked, “We just don't promote the product or the destination, but the experience.” Her sentiment resonates with the overarching goal of PHITEX—to showcase the emotional and experiential aspects of travel to the Philippines.
Acknowledgment of Sponsors and Community Partners
The successful execution of PHITEX 2026 was supported by various sponsors, including silver sponsors like Cebu Pacific, and Philippine Airlines, along with bronze sponsors such as Duty Free Philippines and The Travel Club. Significant community partners also played a role, including the Mactan Cebu International Airport and Palaweño Brewery.
For more information about PHITEX and future events, visit www.phitex.ph.
About TPB Philippines
The Tourism Promotions Board (TPB) Philippines operates under the Department of Tourism and is tasked with representing the entire country as a prime tourism destination both domestically and internationally. It focuses on strategic partnerships with both public and private entities, emphasizing travel trade shows and business meetings as a means to promote tourism.
To explore further about TPB's initiatives, visit www.tpb.gov.ph.
Topics Travel）
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