TPB nets PHP 63.4M leads in China

SHANGHAI, China — The Tourism Promotions Board Philippines generated PHP 63.4 million in sales leads at ITB China 2026, reinforcing the country’s competitiveness in China’s outbound travel market.

The three-day business-to-business travel trade fair was held in Shanghai from May 26 to 28.

TPB said the event gave the Philippines a strategic platform to engage directly with key Chinese buyers, pursue business exchanges and promote the country’s tourism offerings.

The Philippines positioned itself as a leading destination for leisure travel and MICE, or meetings, incentives, conferences and exhibitions.

A TPB-hosted Networking Night on May 26 drew 50 Chinese buyers and generated PHP 6.5 million in sales leads.

Participating Philippine sellers also secured PHP 56.9 million in additional potential sales during the three-day event.

The figures brought total sales leads from the Philippine participation to PHP 63.4 million.

“The strong sales leads generated at ITB China 2026 reaffirm the Philippines’ growing competitiveness in the Chinese outbound travel market, particularly in high-value segments such as MICE,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles. “More importantly, these figures translate into concrete business opportunities that will help drive arrivals, investments, and long-term partnerships. We are encouraged by the confidence shown by our Chinese counterparts and remain committed to strengthening connectivity and collaboration to sustain this momentum.”

TPB brought the energy of Philippine festivals to Shanghai through a 36-square-meter booth inspired by a barrio fiesta.

The booth showcased the country’s diverse tourism offerings through interactive displays and dedicated business meeting spaces.

TPB said the booth served as a dynamic venue for engagement among tourism stakeholders.

The Philippine delegation also promoted travel initiatives aimed at making trips to the country easier for Chinese visitors.

These include the 14-day visa-free entry policy and the Philippine e-Visa system.

The initiatives are part of broader efforts to strengthen travel demand from China, one of the Philippines’ key tourism source markets before the pandemic.

In 2019, China was among the country’s top sources of foreign visitors, with nearly 2 million Chinese travelers arriving in the Philippines, according to the Department of Tourism.

Tourism officials have since sought to rebuild the market through improved access, tourism promotions and industry partnerships.

Established in 2017, ITB China is the largest business-to-business trade show focused on the Chinese outbound travel market.

The event has become a major platform linking top-tier Chinese buyers with global tourism stakeholders through business matching, marketing opportunities and conferences on travel industry trends.

ITB China 2026 featured more than 900 travel organizations and companies from 85 countries and regions.

The event also gathered approximately 1,700 hosted buyers and 280 media representatives.

Organizers said the exhibition halls were fully booked.

TPB, an attached agency of the Department of Tourism, is mandated to market and promote the Philippines domestically and internationally as a tourism and MICE destination.