Philippines wraps ITB Berlin with P489-M projected revenue

Rosette Adel - Philstar.com
Philippines wraps ITB Berlin with P489-M projected revenue
The Philippine delegation at the Internationale Tourismus-Börse Berlin 2024 in Germany in March 2024.
Tourism Promotions Board / Released

MANILA, Philippines — The Philippines concluded its participation in the Internationale Tourismus-Börse (ITB) Berlin 2024 in Germany last month, drumming up sales leads with projected revenue amounting to over P489 million.

At this year’s ITB held in Messe Berlin from March 7 to 9, the Philippines delegation, led by the Department of Tourism and its marketing and promotions arm, Tourism Promotions Board, took part in three days of business-to-business appointments with tourism players in several parts of Europe.

They were joined by nearly 60 delegates composed of destination management companies composed of the following:

Destination management companies and tour operators

  • ANNSET Holidays. Inc
  • Blue Horizons Travel & Tours Inc.
  • Baron Travel Corporation
  • Biyaheko.ph
  • Earth Explorers Travel and Tours
  • Intas Destinations Management Inc
  • Kapwa Travel and Tours Inc.
  • Marsman Drysdale Travel, Inc.
  • Rajah Tours Philippines
  •  Sarah Lea Travel and Tours Inc.
  • Southeast Travel Corporation
  • Travel Warehouse Inc
  • Travelite DMC Philippines
  • U-Travel Services, Inc.

Hotel and resort enterprises

  • Amorita Resort
  • The Bellevue Resort
  • Bohol Beach Club
  • El Nido Resorts
  • Fili Hotel - NUSTAR Resort Cebu
  • Lihim Resorts
  • The Funny Lion
  • The Lind Boracay
  • Megaworld Hotels and Resorts
  • Modala Beach Resort
  • Plantation Bay Resort and Spa

Government agencies

  • Philippine Retirement Authority
  • Tourism Infrastructure and Enterprise Zone Authority
  • Province of Bohol
  • Province of Camiguin

During which, they promoted Philippine products, experiences and award-winning destinations of the country.

Philippine sellers also staged activations such as fitting of traditional Filipino costumes by fashion designer Avel Bacudio and the native instruments showcase by the Kalumon Performing Ensemble at the Philippine pavillion.

They also featured Filipino food with a twist by Chef Bulawan Callanta, the owner of AYAN - Filipino Streetfood Berlin, as well as drinks concocted by flair bartender champion, Dennis Barrela Adiuba.

The country’s participation in the “world’s largest travel trade fair” brought 322 sales lead count and estimated revenue of P489,129,353.80, up by more than 50% from negotiated sales revenue of P271.5 million in 2023.

Tourism Secretary Christina Frasco said the Philippines’ success at ITB Berlin reflects “the shared tourism government and the private sector.” She cited that the direction and dedication of the two include expansion of tourism development of the country as well as the promotion of popular Philippine tourist destinations and emerging spots.

"By highlighting our country’s strengths and natural beauty, introducing the depth and breadth of our history, heritage, and culture, and introducing unique and meaningful Philippine Experiences across our Regions, the Philippines promises unforgettable journeys made even more memorable by the love and warmth of the Filipino people,” Frasco said.

“We are grateful for the overwhelmingly positive global response to our country’s sustainable tourism efforts, and we are committed to ensuring that the world will continue to Love the Philippines,” she added.

TPB Chief Operating Officer Maria Margarita Nograles said the Philippines sellers also exceeded expectations at ITB Berlin, as she expressed gratitude to them.

"It is an absolute privilege to be a part of such a dedicated and talented delegation. The enthusiasm and performances showcased during the event mirror the outstanding experience one can expect when visiting the Philippines - distinct, captivating, and unforgettable," Nograles said.

Green Destinations Story Awards

Aside from scoring sales leads, the Philippines also won awards during the Green Destinations Story Awards held on second day of ITB.

Poblacion Beach of Sipalay City, Negros Occidental won second place in the "Thriving Communities" category alongside Kazakhstan's Katon Kagarai taking third and Brazil's Tibau Do Sul in first. Sipalay Mayor Maria Gina Lizares, Rep. Mercedes Alvarez-Lansang (Negros Occidental, 6th District) and City Tourism Officer Jerick Lacson received the award. 

"Sipalay City's transformation into a thriving natural seaside habitat for sea turtles and mangroves is truly inspiring," Nograles said.

"While we value the economic benefits of tourism, it is crucial to prioritize sustainable initiatives. We must ensure that our actions today benefit not only our economy, but also our environment," she added.

The ITB Berlin 2024 was attended by nearly 100,000 participants, including 5500 exhibitors from 170 countries. The Philippines will once again join the trade fair next year, slated March 4 to 6, 2025.

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