A recent event in Singapore has bolstered the Philippines’ efforts to attract international visitors and strengthen its tourism industry. At ITB Asia 2026, a 24-member Philippine tourism delegation successfully generated PHP 697,915,613.00 in sales leads. Held from October 21 to 23 at the Sands Expo and Convention Centre, the event highlighted the country’s appeal as a destination for leisure, corporate travel, and MICE (Meetings, Incentives, Conferences, and Exhibitions) activities.
Organized by the Tourism Promotions Board (TPB) Philippines, the delegation featured representatives from various sectors, including travel agencies, tour operators, destination management companies, hotels, resorts, and a major MICE venue. Public sector participants from the Department of Tourism (DOT) Region VII and DOT National Capital Region were also present. TPB Chief Operating Officer Maria Margarita Montemayor Nograles emphasized the importance of connecting Philippine tourism businesses with international buyers, noting the value demonstrated by the sales leads and business-to-business appointments secured during the event.
The Philippine pavilion showcased a variety of attractions and experiences from across the nation. Highlights included Clark Global City’s golf facilities in Pampanga and Iloilo City’s unique culinary offerings, which contribute to its recognition as a UNESCO Creative City of Gastronomy. The booth also displayed Filipino craftsmanship through handcrafted furniture and decor, such as Capiz shell lighting fixtures, reflecting local design traditions.
The pavilion attracted visits from several diplomatic officials, including H.E. Medardo G. Macaraig, Philippine Ambassador to Singapore; H.E. Alexandre Tilman, Timor-Leste Ambassador to Singapore; H.E. Victor Hugo Rojas González, Ambassador of Costa Rica to Singapore; and Dr. Zaw Minn Aung, Chargé d’Affaires of the Myanmar Embassy in Singapore. The opening of the booth was supported by the Cebu MICE Alliance, led by President Cleofe Albiso, who showcased Cebu’s capabilities as a business events destination during the ITB Asia Conference Programme on October 21.
The participation in ITB Asia 2026 offers promising commercial opportunities for Philippine tourism businesses, enhancing the country’s engagement with the global travel market. As an annual trade event, ITB Asia connects major exhibitors and buyers from around the world. Through ongoing public-private sector cooperation and continued involvement in such international events, the Philippines aims to expand its reach among leisure travelers, corporate visitors, and MICE organizers, thereby strengthening its tourism sector.
ABOUT TPB
The Tourism Promotions Board (TPB) Philippines is an attached agency of the Department of Tourism, mandated to market and promote the country both domestically and internationally as a world-class tourism and MICE destination. This is carried out through strategic partnerships with public and private stakeholders, anchored on travel trade shows and business meetings. For more information, please visit www.tpb.gov.ph.
Maria Vanessa Abellon
Tourism Promotions Board (TPB) Philippines
[email protected]
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