PHILCHITEX generates PHP 133.2 million in sales leads

The Tourism Promotions Board (TPB) Philippines has generated an estimated PHP 133.2 million in sales leads following the successful conclusion of the Philippine China Travel Exchange (PHILCHITEX) on June 24 to 27, 2026. The event underpins TPB’s efforts to restore Chinese travel confidence in the Philippines.

TPB, in partnership with Philippine Airlines, invited 30 Chinese travel operators and Philippine tourism stakeholders to provide a platform for business-to-business (B2B) networking and familiarization tours designed to strengthen connectivity to Philippine destinations.

“[PHILCHITEX] is not simply about business matching,” said Maria Margarita Montemayor Nograles, TPB Chief Operating Officer. “It is about creating long-term relationships, rebuilding momentum, and opening new pathways for collaboration between our tourism industries.”

PHILCHITEX 2026 kicked off with a half-day B2B networking session between Philippine and Chinese tourism stakeholders at Solaire Resort Entertainment City in Parañaque, where both parties explored opportunities for restoring and diversifying connectivity, promoting multi-destination itineraries, and strengthening market confidence.

Chinese buyers were then treated to immersive familiarization tours of Boracay and Cebu, where they experienced firsthand the country’s diverse beach leisure, culture, and heritage offerings while connecting directly with regional sellers.

“These destinations reflect the diversity of experiences travelers can enjoy across our archipelago,” said Nograles. “But beyond the beaches and attractions, what we hope visitors remember most is the warmth of the Filipino people.”

Noting that safety is the number one priority for Chinese outbound travelers, according to recent travel sentiment studies by Dragon Trail International, a marketing solutions company, Nograles affirmed TPB’s commitment to ensuring safety and improving accessibility and convenience for all travelers.

“This is something we recognize clearly and take seriously,” Nograles said. “The Philippines remains fully committed to ensuring that visitors experience travel that is safe, seamless, welcoming, and rewarding from arrival to departure.”

China has gradually been regaining its appetite for outbound travel and spending over the years after the COVID-19 pandemic, making the country a key priority for TPB.

Chinese tourist arrivals in the Philippines reached 221,747 from January 1 to July 1, 2026, a significant 64.08% increase from the same period last year. This surge was fueled by the implementation of a 14-day visa-free entry program for Chinese nationals visiting for tourism and business, which accounted for 99.63% of all arrivals from China.

Launched in January 2026, the visa-free program limits eligible arrivals to the Ninoy Aquino International Airport in Metro Manila and the Mactan–Cebu International Airport in Cebu.

Travel accessibility has been further boosted by new direct flights between the Philippines and China. As of late May, travelers can now fly direct from Chongqing, Hangzhou, and Changsha to Manila, or from Fujian to Cebu, cutting travel times to just three to four hours.

These developments, combined with the success of PHILCHITEX 2026, reinforce the Philippines’ position as a highly competitive, accessible, and attractive destination for the Chinese market.