The Philippines is intensifying its push into Europe, aiming to deepen engagement and secure higher-value partnerships at Internationale Tourismus Börse Berlin 2026.
Scheduled for March 3 to 5 at Berlin ExpoCenter City, the landmark 60th edition of the world’s leading travel trade show is central to Manila’s global tourism drive.
Participation in ITB Berlin serves as a powerful commercial platform that converts visibility into business leads for the Tourism Promotions Board.
“ITB Berlin continues to be an important platform for strengthening our presence in the European market,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles, emphasizing the country’s sustained focus on the region.
Recent performance underscores the strategy. The Philippines generated P276.7 million in sales leads in 2023, rising to P448.9 million in 2024 and P590.5 million in 2025. The steady growth reflects structured trade engagement and consistent brand positioning among European buyers seeking long-haul destinations that deliver authenticity and range.
At ITB Berlin 2026, the Philippines will mount a 289 square meter pavilion featuring 36 stakeholders, including hotels, resorts, tour operators, national agencies, and local governments. The delegation plans to highlight the country’s biodiversity, living heritage, culinary traditions, and diverse destinations that span island beaches and mountain landscapes.
Since its launch in 1966, ITB Berlin has evolved into a premier global marketplace, drawing about 5,800 exhibitors, 1,300 top buyers, and roughly 100,000 visitors each year. The scale offers countries a concentrated venue for forging long-term contracts and strengthening market share.
For the Philippines, Europe represents a source of high-spending travelers who value immersive cultural experiences. The 2026 Berlin showcase signals a clear ambition to convert momentum into durable partnerships and sharpen the country’s competitive standing in the global tourism arena.
