PHITEX 2026 sales leads jump 20% to PHP 594.7 million

PASAY CITY — The Philippine Travel Exchange 2026 generated PHP 594,712,138.50 in partial sales leads after concluding Sept. 9 at Conrad Manila, up 20.12% from PHP 495.09 million in 2025.

Organized by the Tourism Promotions Board Philippines, PHITEX 2026 brought together 102 Philippine sellers, including destination management companies, tour operators, and travel agencies, and 76 foreign buyers from 24 countries.

Eleven countries represented emerging markets: Denmark, France, Indonesia, Italy, Macao SAR, Saudi Arabia, Spain, Thailand, Türkiye, the United Arab Emirates, and Vietnam.

The remaining buyers came from TPB’s 13 key markets: Australia, Canada, mainland China, Germany, the United Kingdom, Hong Kong SAR, India, Japan, Malaysia, Singapore, South Korea, Taiwan, and the United States.

TPB Chief Operating Officer Maria Margarita Montemayor Nograles expressed optimism about the sales leads generated and business connections forged during the event.

“We are delighted with the PHP 506.15 million in sales leads generated through PHITEX 2026,” Nograles said.

TPB’s release did not explain the difference between the PHP 506.15 million cited by Nograles and the PHP 594,712,138.50 partial total reported for the event.

“While the tourism industry continues to navigate a challenging environment, shaped by global uncertainties and evolving market demands, PHITEX underscores the importance of strengthening industry partnerships and responding to the needs of travelers.”

“We hope these connections will continue to grow into collaborations that bring more visitors to our communities and create sustainable opportunities for our local tourism stakeholders.”

Foreign buyers also experienced the country’s heritage, coastlines, culinary offerings, and nature-based attractions through PHITEX 2026 post-event familiarization tours.

The tours covered heritage sites in Ilocos Norte and Ilocos Sur, natural attractions in Palawan, culinary and cultural destinations in Cebu and Bohol, and nature-based experiences in Davao.

“We just don’t promote the product or the destination, but the experience,” said Jenny Rose Ryall, director of Global Guides Australia and one of the participating buyers.

“We tell them stories, our personal stories, our personal experiences, and with that, it’s a lot more convincing because they can see the emotion, and the excitement.”

“It’s always–what they [our clients] say to us–it’s always the people that they love about the Philippines.”

PHITEX has been staged since 1996 as a government-organized travel trade event connecting qualified international buyers with Philippine tourism suppliers through business meetings and post-event destination tours.

In 2025, PHITEX drew 69 international buyers from 20 countries and 88 Philippine seller companies, compared with 76 buyers and 102 sellers in 2026.

PHITEX 2026 exceeded its original target of 70 international buyers and 100 Philippine seller companies.

Silver sponsors were Cebu Pacific, Destileria Limtuaco & Co. Inc., and Philippine Airlines, while bronze sponsors were Duty Free Philippines, Kaulayaw, The Travel Club, and 2GO Travel.

Community partners were Mactan-Cebu International Airport and Palaweño Brewery.

More information is available at phitex.ph.