Philippines to showcase tourism offerings at ITB Berlin 2026

The Philippines is set to sustain its strong presence in the European travel market with its participation in the Internationale Tourismus Börse (ITB) Berlin 2026, scheduled from March 3 to 5, 2026, at Berlin ExpoCenter City (formerly Messe Berlin) in Germany.

The Philippine booth, 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, led by the Tourism Promotions Board (TPB), includes 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), the Provincial Government of Palawan, and the Provincial Government of Aklan.

ITB Berlin, which marks its 60th anniversary this year, has served as a global marketplace for the travel and tourism industry since 1966, providing 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.

ITB Berlin is one of the world’s largest and most established travel trade shows, widely regarded as a barometer for global tourism trends and a key venue for forging international partnerships across the industry.

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,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles.

“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.”

The country’s participation builds on recent performance at ITB Berlin, where the Philippine delegation generated PHP 276.7 million in sales leads in 2023, PHP 448.9 million in 2024, and PHP 590.5 million in 2025, demonstrating continuity in market development efforts supported through structured trade engagement.

The steady upward trajectory in sales leads reflects the growing interest of European travelers in Philippine destinations, a trend consistent with the broader recovery of international tourism following the COVID-19 pandemic.

“European travelers continue to show strong interest in destinations that offer depth, diversity, and authentic cultural experiences,” COO Nograles added.

“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.

Chef Myke “Tatung” Sarthou is slated to conduct culinary presentations that feature representative dishes from Luzon, Visayas, and Mindanao, highlighting the regional diversity of Philippine cuisine.

Other cultural engagements 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 Philippine delegation at ITB Berlin 2026 to explore collaborative opportunities and long-term partnerships that support high-value tourism growth.