Philippines generates over US$10 million in sales leads at ITB Berlin

The Philippine Tourism Promotions Board (TPB) announced that its participation at the Internationale Tourismus-Börse (ITB) Berlin 2025 in Berlin, Germany yielded over US$10 million in sales leads.

In a statement released on Monday, 17th March, the TPB declared that leads generated at ITB 2025 were 30.31 percent higher than in 2024.

TPB chief operating officer Maria Margarita Nograles said: “The enthusiasm for our renowned and emerging destinations affirms the transformative experiences that await visitors to our shores. I am immensely proud of the unwavering commitment of our Philippine sellers, whose hard work translated into strong partnerships with the global tourism industry.”

This is the 40th time that the Philippines has participated at ITB Berlin, having originally joined in 1985.

Best foot forward on the world stage

The Philippines showcased world-class artistry and creativity at this year’s ITB Berlin, with 29 private sector exhibitors from the travel and tour agencies, destination management companies, and the accommodation sector making up its delegation

As part of the booth activations for the three-day fair, guests witnessed a live demonstration of handmade Sagada stoneware pottery and had the opportunity to make their own pottery.

Likewise, exhibitors presented the country’s foremost destinations, namely Siargao, Boracay, Palawan, Cebu, Iloilo, Ilocos Sur, and Negros Occidental, to potential foreign buyers and travellers.

According to Nograles: “Along with our country’s breathtaking destinations comes a diversity of immersive experiences visitors can enjoy. We are optimistic that the partnerships we have forged and the interest we have generated will lead to greater global awareness of the Philippines and, ultimately, increased visitor arrivals, strengthening our tourism industry in the years ahead.”