BERLIN, GERMANY— As ITB Berlin 2026 opens today, March 3, at the International Congress Center (ICC) Berlin (formerly Messe Berlin), the Philippine booth again hosts international buyers. The country’s involvement started in 1985 and has now lasted over four decades, reflecting ongoing engagement with the global travel trade. Over these years, this consistent presence at ITB Berlin has established a robust foundation for long-term partnerships and continuous market growth, especially in the European outbound sector.
Representatives of the Philippine delegation gather at the Philippine booth during the opening day of the Internationale Tourismus-Börse Berlin 2026. Led by the Tourism Promotions Board (TPB), the country’s participation brings together tourism stakeholders from across the Philippines, sustaining more than four decades of engagement with the world’s largest travel trade fair.
Since the pandemic, this foundation has yielded measurable results. In 2023, sales leads from ITB Berlin totaled PHP 271.5 million. A year later, this rose by 50% to PHP 489.1 million. By 2025, the Philippine delegation achieved PHP 637.4 million in negotiated sales leads from 352 business meetings, a 30.31% increase compared to 2024, with 29 co-exhibitors representing various tourism sectors.
This growth pattern indicates a more organized approach to international trade, involving government leadership, private companies, and destination stakeholders within a coordinated pavilion framework. Maria Margarita Montemayor Nograles, COO of the Tourism Promotions Board (TPB) Philippines, stated that the Philippines’ continuous presence at ITB Berlin demonstrates a strategic market development effort, not just occasional visibility.
“Forty years at ITB Berlin illustrate the importance of consistency in international market outreach,” COO Nograles affirmed. “We view global trade platforms as mechanisms for partnership-building, performance assessment, and policy coherence. Our gains recorded demonstrate a more integrated tourism strategy that links national direction, private sector preparedness, and shifting international demand.”
The 2026 delegation continues its upward trajectory. This year, exhibitors from the Philippines include accommodation providers, destination management companies, local government units, and tourism organizations—a broader representation than last year, indicating increased confidence in the platform.
Representatives of the Philippine delegation assemble at the Philippine booth on the first day of the Internationale Tourismus-Börse Berlin 2026. Led by the Tourism Promotions Board (TPB), the country’s participation unites tourism stakeholders from across the Philippines, continuing over 40 years of involvement at the world’s largest travel trade fair.
On the opening day, Philippine sellers engaged with international buyers, covering topics such as leisure programs, emerging regional circuits, and itineraries driven by changing ecotourism expectations. The discussions increasingly highlight market interest in responsible travel, community-focused experiences, and environmental concerns, which are becoming more prominent in the global travel industry.
At ITB Berlin 2026, held at the International Congress Center (formerly Messe Berlin), Philippine tourism sellers met with international buyers to discuss leisure programs, new regional circuits, and itineraries influenced by evolving ecotourism trends.
TPB stated that leading the delegation was a deliberate choice. Recently, their promotional strategies have focused on inclusive tourism and traditional attractions, highlighting a broader shift towards harmonizing growth and sustainability to engage the international market.
“Our approach to ITB Berlin today advances a more balanced narrative,” COO Nograles added. “We highlight the beauty of our destinations, and our commitment to sustainability, community participation, and long-term value creation. That alignment is central to our engagement with European partners.”
As ITB Berlin 2026 begins amid difficult global conditions, the Philippines’ participation demonstrates ongoing dedication and commitment. With over forty years of involvement in the trade fair, the country has built lasting credibility within the international travel sector.
This year, despite travel disruptions that impact attendance, the delegation remains committed to fulfilling scheduled engagements, strengthening partnerships, and maintaining market dialogues that support long-term tourism growth.
During a week that highlights the interconnectedness of global travel, the Philippines approaches its participation with professionalism, responsibility, and reverence for the wider industry context.
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