The Tourism Promotions Board (TPB) Philippines generated a total of P63.4 million in potential sales leads during its participation in ITB China 2026, held in Shanghai, China from May 26 to 28.
The three-day travel trade fair served as a key platform for the Philippines to connect directly with major Chinese buyers, showcase its tourism offerings, and strengthen its position as a top destination for leisure travel and MICE (Meetings, Incentives, Conferences, and Exhibitions).
On the first day, TPB’s exclusive Networking Night drew 50 Chinese buyers and yielded P6.5 million in leads. Over the full event, Philippine travel sellers added another P56.9 million in prospective business, bringing the overall total to P63.4 million.
TPB chief operating officer Maria Margarita Montemayor Nograles noted the results reflect the country’s growing competitiveness in China’s outbound market, especially in high-value segments. “These figures mean real opportunities to boost visitor arrivals, investments, and long-term partnerships,” she said, adding that the agency will continue improving connectivity and collaboration to keep this momentum going.
At the fair, TPB featured a 36-square-meter booth designed like a lively barrio fiesta, complete with interactive displays and meeting areas. It also highlighted policies making travel easier for Chinese visitors, including the 14-day visa-free entry and the Philippine e-Visa system.
Launched in 2017, ITB China is the largest B2B event focused on Chinese outbound travel. The 2026 edition brought together over 900 organizations from 85 countries and regions, about 1,700 hosted buyers, and 280 media representatives, with exhibition spaces fully booked.
