BERLIN, GERMANY — As ITB Berlin 2026 opened on March 3 at the International Congress Center (ICC) Berlin (formerly Messe Berlin), the Philippine booth once again welcomed international buyers. The country’s participation began in 1985 and now spans more than four decades of sustained engagement with the global travel trade. Over the years, this consistent presence at ITB Berlin has built a strong foundation for long-term partnerships and steady market development, particularly within the European outbound sector.
In the period following the pandemic, that foundation has translated into measurable results.
In 2023, sales leads generated during ITB Berlin reached P271.5 million. A year later, that figure increased by 50% to P489.1 million. By 2025, the Philippine delegation recorded P637.4 million in negotiated sales leads from 352 business meetings, a 30.31% increase from 2024, alongside the participation of 29 co-exhibitors representing a broad spectrum of the tourism sector.
This pattern of growth signals a more structured approach to international trade activity, integrating government leadership, private enterprises, and destination stakeholders within a coordinated pavilion framework. Tourism Promotions Board (TPB) Philippines Chief Operating Officer Maria Margarita Montemayor Nograles said the Philippines’ longstanding role at ITB Berlin reflects a strategic approach to market development rather than episodic visibility.
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