The Philippines, through the Tourism Promotions Board (TPB), successfully participated in ITB Asia 2025, held from October 15–17, 2025, at the Sands Expo and Convention Centre in Singapore. The event brought together over 18,000 trade attendees and more than 1,500 quality buyers for B2B meetings with 1,000+ exhibiting companies across various tourism sectors.
The Philippine pavilion, spanning 171 square meters and decorated with capiz shells and vibrant visuals of top destinations, attracted strong buyer interest from the leisure, corporate, and MICE markets. The 23 accredited sellers—including destination management companies, hotels, resorts, airlines, and tour operators—secured 842 business appointments and generated over P600 million in sales leads.
TPB COO Maria Margarita Montemayor Nograles said, “The continued interest in Philippine tourism’s offerings at ITB Asia 2025 is a reflection of the growing demand for authentic and unique experiences that meet travel expectations.” She emphasized that TPB’s participation fosters global partnerships and builds momentum for Philippine tourism.
On the opening day, Philippine Ambassador to Singapore Medardo Macaraig visited the booth, welcomed by TPB officials Marivic Sevilla and Micaela Ochoa. Ms. Sevilla also met with Palawan Governor Amy Roa Alvarez to discuss enhancing the province’s participation in international trade and tourism fairs.
Throughout the event, the Philippines promoted destinations and products catering to leisure, corporate, and MICE travel, with strong buyer interest in Cebu, Boracay, and Palawan, as well as diving and halal tourism. The showcase reaffirmed TPB’s commitment to maintaining the Philippines’ competitive edge as a leading tourism destination in the Asia-Pacific region.
