The Philippines has generated PHP489.1 million in sales leads at the recently concluded Internationale Tourismus-Börse (ITB) Berlin 2024, the Tourism Promotions Board (TPB) said Wednesday.
The country secured a total of 322 sales count after three days of business-to-business appointments with tourism players from various parts of Europe in the event, known as the world’s largest travel trade fair.
This year’s sales leads are more than 50 percent higher than last year’s negotiated sales revenue, which was PHP271.5 million, the TPB said.
Tourism Secretary Christina Frasco, meanwhile, hailed this feat as a “positive global response” to the Philippines’ sustainable tourism efforts.
“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,” she said.
“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,” 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,” said TPB chief operating officer Maria Margarita Nograles.
The Philippines also scored big at the Green Destinations Story Awards after Poblacion Beach of Sipalay City, Negros Occidental won second place in the “Thriving Communities” category alongside Kazakhstan’s KatonKagarai taking third and Brazil’s Tibau Do Sul in first.
The 2024 ITB Berlin was held from March 4 to 6 and gathered almost 100,000 participants, including 5,500 exhibitors from 170 countries, filling the halls of event venue MesseBerlin.
The Philippines targets to participate again in its next iteration, which is set to take place on March 4 to 6, 2025.
The delegation this year was led by the Department of Tourism and the TPB, with the participation of close to 60 delegates composed of destination management companies and tour operators.
They were joined by other government agencies such as the Philippine Retirement Authority, Tourism Infrastructure and Enterprise Zone Authority, and the provinces of Bohol and Camiguin. (PNA)
