The Philippines wrapped up Internationale Tourismus-Börse (ITB) Berlin 2024, known as the world's largest travel trade fair, with a 322 sales lead count and a projected revenue of P489.129 million after three days of business-to-business appointments with tourism players from various parts of Europe.
The feat marks a big leap of over 50 percent from last year's negotiated sales revenue which was at P271.5 million.
The delegation, led by the Department of Tourism and Tourism Promotions Board Philippines with the participation of close to 60 delegates composed of destination management companies and tour operators.
"The Philippines’ success at ITB Berlin reflects the shared tourism governance between the government and the private sector whose direction and dedication is firmly towards expanding tourism development and promotions for our award-winning and emerging destinations. 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,” said Tourism Secretart Christina Frasco.
“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.
Aside from the tabletop appointments of Philippine sellers, various activations such as fitting of traditional Filipino costumes by fashion designer Avel Bacudio and the native instruments showcase by the Kalumon Performing Ensemble were conducted to attract visitors to the Philippine pavilion. Filipino food with a twist was also served by Chef Bulawan Callanta, the owner of AYAN - Filipino Streetfood Berlin, as well as drinks concocted by flair bartender champion, Dennis Barrela Adiuba.
"I am incredibly proud of our Philippine sellers who exceeded all expectations. 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," expressed TPB Chief Operating Officer Maria Margarita Montemayor Nograles.
The Philippines also scored big at the Green Destinations Story Awards with Poblacion Beach of Sipalay City, Negros Occidental winning second place in the "Thriving Communities" category alongside Kazakhstan's Katon Kagarai taking third and Brazil's Tibau Do Sul in first. The ceremony was held on the second day of ITB Berlin with Sipalay Mayor Maria Gina Lizares, Negros Occidental 6th District Representative Mercedes Alvarez-Lansang, and City Tourism Officer Jerick Lacson on hand to receive the award.
This year's ITB Berlin saw an increase in visitors with almost 100,000 participants, including 5,500 exhibitors from 170 countries, filling the halls of event venue Messe Berlin. The Philippines targets to participate again in next year's installment which is set to take place in March 2025.
