Pasay City, Philippines – September 19, 2026 -- The Philippine Travel Exchange (PHITEX) 2026 closed with PHP 594,712,138.50 in sales leads, a 20.12 percent increase from the PHP 495.09 million recorded in 2025. The government-organized travel trade event, held at Conrad Manila, concluded on September 9.
Buyer participation expands across 24 countries
The Tourism Promotions Board (TPB) Philippines organized the event, drawing 102 Philippine sellers -- including destination management companies, tour operators, and travel agencies -- and 76 foreign buyers from 24 countries. Eleven countries represented emerging markets: Denmark, France, Indonesia, Italy, Macao SAR, Saudi Arabia, Spain, Thailand, Turkiye, the United Arab Emirates, and Vietnam. The remaining buyers came from TPB's 13 key markets, including Australia, Canada, Mainland China, Germany, the United Kingdom, Hong Kong SAR, India, Japan, Malaysia, Singapore, South Korea, the Taiwan region, and the United States.
TPB cites PHP 506.15 million figure in official statement
TPB Chief Operating Officer Maria Margarita Montemayor Nograles cited a separate figure of PHP 506.15 million in sales leads generated through the event. She said PHITEX underscores the importance of strengthening industry partnerships amid a tourism sector navigating global uncertainties and evolving market demands.
Post-event tours showcase heritage sites and culinary offerings
Foreign buyers joined familiarization tours covering heritage sites in Ilocos Norte and Ilocos Sur, natural attractions in Palawan, culinary and cultural offerings in Cebu and Bohol, and nature-based experiences in Davao. Jenny Rose Ryall, director of Global Guides Australia, said the tours allow operators to convey personal experiences that resonate with clients drawn to the Philippines.
Sponsors include national carriers and regional airport operators
Silver sponsors of PHITEX 2026 included Cebu Pacific, Destileria Limtuaco & Co., Inc., and Philippine Airlines. Bronze sponsors were Duty Free Philippines, Kaulayaw, The Travel Club, and 2GO Travel. Community partners included Mactan Cebu International Airport and Palaweno Brewery.