The Philippine Travel Exchange, or PHITEX, 2026 closed on September 9 at Conrad Manila with PHP594,712,138.50 in sales leads, a partial tally that is 20.12 percent higher than the PHP495.09 million recorded in 2025. The government travel trade show is organized by the Tourism Promotions Board Philippines.
PHITEX 2026 brought together 102 Philippine sellers, including destination management companies, tour operators, and travel agencies, and 76 foreign buyers from 24 countries. The mix paired local product experts with international purchasers looking for new Philippine itineraries, packages, and multi-destination programs.
Eleven emerging markets were represented: Denmark, France, Indonesia, Italy, Macao SAR, Saudi Arabia, Spain, Thailand, Türkiye, the United Arab Emirates, and Vietnam. Buyers also came from TPB’s 13 key markets: Australia, Canada, Mainland China, Germany, the United Kingdom, Hong Kong SAR, India, Japan, Malaysia, Singapore, South Korea, Taiwan, and the United States.
TPB Chief Operating Officer Maria Margarita Montemayor Nograles welcomed the business generated through the exchange. “We are delighted with the PHP506.15 million in sales leads generated through PHITEX 2026,” she said, citing industry partnerships and traveler needs even as the partial event tally later stood above PHP594 million.
Nograles added that PHITEX underscores the value of strengthening industry partnerships and responding to evolving market demands. She expressed hope that connections made at the show would grow into collaborations that bring more visitors to communities and create sustainable opportunities for local tourism stakeholders.
After the business meetings, foreign buyers joined familiarization tours showcasing heritage, coastlines, food, and nature. Routes included Ilocos Norte and Ilocos Sur, Palawan, Cebu and Bohol, and Davao, giving purchasers first-hand material they can use when designing future packages for clients abroad.
Buyer Jenny Rose Ryall, director of Global Guides Australia, stressed that selling the Philippines means selling people and lived experience, not only destinations. “We just don’t promote the product or the destination, but the experience,” she said, noting that clients often say it is the people they love about the country.
Silver sponsors for PHITEX 2026 included Cebu Pacific, Destileria Limtuaco and Co., Inc., and Philippine Airlines. Bronze sponsors included Duty Free Philippines, Kaulayaw, The Travel Club, and 2GO Travel, with community partners also supporting airport and local hospitality elements of the program.
For Philippine sellers, a stronger sales-lead total year on year is a practical signal that international buyer interest remains active. The jump past the 2025 mark, even on a still-partial count, gives operators a broader pipeline of potential bookings to convert after the Conrad Manila meetings conclude.
As TPB wraps PHITEX 2026, the headline numbers — more than PHP594 million in partial sales leads, over a hundred local sellers, and buyers from two dozen countries — point to continued momentum for Philippines inbound tourism through organized travel trade and post-event familiarization travel.
Source: Tourism Promotions Board (https://tpb.gov.ph/press_releases/tpb-wraps-up-phitex-2026-with-over-php-500-million-in-sales-leads-up-more-than-20-from-2025/)
