PHITEX, MICECONnect 2025 generate PHP 1 billion leads

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The Philippine Travel Exchange (PHITEX) and MICECONnect 2025, the country’s premier government-organized travel trade and meetings, incentives, conferences, and exhibitions platforms, concluded on Sept. 10, 2025, at Conrad Manila with more than PHP 1 billion in confirmed sales leads, surpassing the projected target of PHP 596.2 million.

Led by the Tourism Promotions Board (TPB) Philippines, PHITEX + MICECONnect 2025 gathered 147 Philippine sellers and 114 foreign buyers from key international markets and MICE/business events sectors, reinforcing the Philippines’ position as a leading destination for travel and world-class events.

Launched under the unified theme “Tourism Transformed: Cultivating Connections, Driving Sustainability,” PHITEX + MICECONnect underscored the power of partnerships in advancing responsible tourism and industry growth.

This year’s edition featured three days of Travel Exchange (TRAVEX) business-to-business sessions among Philippine sellers and global buyers, complemented by networking events across both programs.

“PHITEX + MICECONnect 2025 showcased the best of the Philippines to a global audience while forging connections that translate into real opportunities for our local stakeholders,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles.

“This event reaffirms our commitment to collaboration, sustainability, and inclusivity, ensuring that tourism growth uplifts communities across the nation and contributes to the country’s economic and cultural strength,” Nograles said.

Across both programs, delegates engaged in more than 3,000 B2B meetings, with Australia, Canada, China, France, Germany, Hong Kong, Italy, India, Indonesia, Japan, Malaysia, New Zealand, Singapore, Spain, South Korea, Taiwan, Thailand, the United Kingdom, the United States, and Vietnam well represented.

In line with its commitment to smart and sustainable tourism, the event used digital registration through a unified booking management system.

The streamlined system allowed delegates to schedule business appointments, access the full program, and build connections with real-time interactions via social media.

Following the B2B event at Conrad Manila, PHITEX delegates joined post-event familiarization tours in Cagayan de Oro, Bukidnon, Puerto Princesa in Palawan, Boracay, and the Municipality of Malay.

MICECONnect delegates traveled to Cebu-Bohol, Davao, and Clark from Sept. 11–15, 2025.

These tours highlighted the Philippines’ readiness to host international gatherings and provided immersive experiences rooted in cultural preservation, local engagement, and environmental awareness.

“Philippines is very MICE-ready,” said Mr. Harry Foo, a PHITEX buyer from EVO Communications in Singapore.

“It has the facilities and amenities, and all these are ready for various MICE groups coming from different countries to have their corporate meetings and incentive travel here,” Foo said.

Additionally, Mr. Terence Cardoz, a PHITEX buyer from Divine Holiday Management in India, recalled a meeting between Philippine President Ferdinand “Bongbong” Marcos Jr. and Indian Prime Minister Narendra Modi during the former’s visit to India.

Cardoz said, “They’re very keen to bring Bollywood films to the Philippines.

So, I came here to meet hoteliers and ground handlers who could help me bring big Bollywood film shoots to the PH.”

The success of PHITEX + MICECONnect 2025 underscores the Philippines’ growing stature in the global tourism and MICE/business events landscape.

By blending smart and sustainable tourism with international partnerships, the event advances long-term tourism development and competitiveness for the country.

PHITEX began in 1996 as the TPB’s flagship travel trade event that pairs foreign buyers with accredited Philippine sellers through one-on-one business meetings to stimulate inbound travel.

MICECON and its B2B counterpart, MICECONnect, serve as the TPB’s platforms to strengthen the meetings and business events sector through knowledge exchange, destination showcases, and buyer-seller linkages.

TPB is the marketing and promotions arm of the Department of Tourism tasked with attracting high-yield markets, developing MICE, and promoting sustainable and inclusive tourism nationwide.

PHITEX + MICECONnect 2025 was supported by Philippine Airlines, Cebu Pacific Air, Destileria Limtuaco & Co., Inc., Converge ICT Solutions, and the Bases Conversion and Development Authority.