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| (Image Source: Corner Magazine PH/Tourism Promotions Board Philippines) |
The Philippines is set to participate in the Internationale Tourismus Börse (ITB) Berlin 2026 on March 3-5, 2026 at Berlin ExpoCenter City (formerly Messe Berlin), Germany. The Philippine delegation led by the Tourism Promotions Board (TPB) – composed of 36 tourism stakeholders from the hotel, resort, tour operator, and local government sectors – will showcase the country’s acclaimed destinations, natural biodiversity, cultural heritage, and unique culinary experiences.
The delegation comprises of Annset Holidays Inc., Asiaventure Tours and Travel Inc., Baron Travel Corporation, Bearcat Travel and Yacht Charters, Biyaheko.Com Corporation, Blue Horizons Travel & Tours Inc., Evasion Tropicale Travel and Tours, Haranah Tours Corporation, Intas Destination Management Inc., MyTrips Travel and Tours, Rajah Tours Philippines Inc., Southeast Travel Corporation, Travelite DMC Philippines, Travel Related Incentive Programmes & Services (T.R.I.P.S.) Inc., Uni Orient Travel Inc., Amorita Resort, Bluewater Maribago Beach Resort, Bohol/ Cebu Beach Club, Crimson Hotels and Resorts, Discovery Resorts, El Nido Resorts, Hue Hotels and Resorts – Boracay and Puerto Princesa, Megaworld Hotels & Resorts, NUSTAR Resort Cebu, Plantation Bay Resort and Spa, The Bellevue Hotels and Resorts, The Funny Lion, The Lind Boracay, The Manila Hotel, Tourism Infrastructure and Enterprise Zone Authority (TIEZA), and the Provincial Governments of Palawan and Aklan. Marking its 60th anniversary, ITB Berlin has served as a global marketplace for the travel and tourism industry. Since 1966, the travel trade platform has provided a venue for business exchange and sector engagement by convening tourism boards, travel trade stakeholders, and industry professionals to advance partnerships and encourage industry dialogue. As a premier platform, ITB Berlin 2026 is expected to convene 1,300 qualified top buyers, alongside 5,800 exhibitors, and around 100,000 visitors annually, with three days dedicated to business-to-business (BTB) meetings and product showcases.
“ITB Berlin continues to be an important platform for strengthening our presence in the European market. Our participation reflects our commitment to sustained engagement with European partners and to building tourism that is competitive, sustainable, and responsive to evolving traveler preferences,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles. Consistent with its longstanding market strategy, the country’s participation builds on recent performance at ITB Berlin where Philippine participation generated Php276.7M (276.7 million pesos) in sales leads in 2023, Php448.9M (448.9 million pesos) in 2024, and Php590.5M (590.5 million pesos) in 2025, demonstrating continuity in market development efforts supported through structured trade engagement. Nograles added, “European travelers continue to show strong interest in destinations that offer depth, diversity, and authentic cultural experiences. Our presence at ITB Berlin gives a glimpse into how the Philippines – as a country of distinct regions, landscapes, and community stories – meets this demand.” The 289-square-meter Philippine booth will serve as the main engagement hub for structured trade discussions and engagements, supported by curated cultural components designed to complement business meetings and offer an immersive experience for buyers.
In addition, Chef Myke “Tatung” Sarthou is slated to conduct culinary presentations that feature representative dishes from Luzon, Visayas, and Mindanao that highlight the regional diversity of the Philippines. Other cultural engagements to look forward to include a Philippine coffee showcase mounted by Kaulayaw Coffee and cultural performances that bring elements of Filipino music and tradition into the trade environment. Through its ITB Berlin 2026 participation, TPB reaffirms the strategic importance of sustaining attraction to international markets and elevating the Philippines’ global tourism competitiveness. Industry stakeholders and trade partners are invited to engage with the Philippines delegation at ITB Berlin 2026 to explore collaborative opportunities and long-term partnerships that support high-value tourism growth.
