A Philippine tourism delegation has successfully secured nearly PHP 698 million in sales leads during the ITB Asia 2026 trade show held from October 21 to 23 at the Sands Expo and Convention Centre in Singapore. Organized by the Tourism Promotions Board (TPB) Philippines, the delegation’s efforts are part of a broader strategy to attract more international visitors and travel industry partners to the country.
The 24-member delegation featured representatives from various sectors, including travel agencies, tour operators, destination management companies, hotels, and resorts, as well as a major MICE (Meetings, Incentives, Conferences, and Exhibitions) venue. Public sector representatives from the Department of Tourism (DOT) Region VII and the DOT National Capital Region also took part in the initiative. TPB Chief Operating Officer Maria Margarita Montemayor Nograles emphasized that the sales leads and business-to-business appointments underscore the importance of connecting Philippine tourism businesses with global markets.
Visitors to the Philippine pavilion were introduced to a range of destinations and experiences across the country. Highlights included Clark Global City’s golf facilities in Pampanga and Iloilo City’s culinary offerings, recognized by UNESCO as a Creative City of Gastronomy. The pavilion also showcased Filipino craftsmanship, featuring handcrafted furniture, Capiz shell decor, and lighting fixtures that reflect local design traditions.
Diplomatic officials from various countries visited the pavilion, including H.E. Medardo G. Macaraig, Philippine Ambassador to Singapore; H.E. Alexandre Tilman, Timor-Leste Ambassador to Singapore; H.E. Victor Hugo Rojas González, Ambassador of Costa Rica to Singapore; and Dr. Zaw Minn Aung, Chargé d’Affaires of the Myanmar Embassy in Singapore. The Cebu MICE Alliance, led by President Cleofe Albiso, participated in the booth’s opening and presented Cebu’s capacities as a business events destination during the ITB Asia Conference Programme.
The positive outcome of the trade show participation provides Philippine tourism businesses with promising commercial opportunities and strengthens the country’s engagement with international travel buyers. ITB Asia is an annual event that gathers key exhibitors and buyers from the global travel industry. Through sustained participation and collaboration between the public and private sectors, the Philippines aims to expand its reach among leisure travelers, corporate visitors, and MICE organizers.
ABOUT TPB
The Tourism Promotions Board (TPB) Philippines is an attached agency of the Department of Tourism, mandated to market and promote the country both domestically and internationally as a world-class tourism and MICE destination. This is carried out through strategic partnerships with public and private stakeholders, anchored on travel trade shows and business meetings. For more information, please visit www.tpb.gov.ph.
Maria Vanessa Abellon
Tourism Promotions Board (TPB) Philippines
[email protected]
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