PHITEX 2026 sales leads top PHP 594 million

PASAY CITY — The Philippine Travel Exchange 2026 generated PHP 594,712,138.50 in partial sales leads, up 20.12 percent from PHP 495.09 million in 2025, according to the Tourism Promotions Board Philippines.

PHITEX, the country’s premier government-organized travel trade event, concluded Sept. 9 at Conrad Manila.

Organized by TPB, the event gathered 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 represented 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 over the sales leads generated and the business connections forged during the event.

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

“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.”

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

Foreign buyers also experienced the country’s heritage, coastlines and culinary offerings 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 offerings 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.

“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 2026 was supported by silver sponsors Cebu Pacific, Destileria Limtuaco & Co. Inc. and Philippine Airlines.

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 about PHITEX is available at phitex.ph.