BERLIN, GERMANY — With a powerful showcase of culture, creativity, and connection, the Department of Tourism (DOT) and the Tourism Promotions Board (TPB) Philippines proudly capped off a dynamic participation at ITB Berlin 2025 bringing home a remarkable PHP 637.4 million in sales leads, a 30.31% increase from last year’s figures.
The numbers don’t just speak, they celebrate the growing global curiosity and appetite for the Philippines as a must-see destination. From pristine beaches to rich cultural textures, the country’s allure captivated a diverse audience of tour operators, travel agencies, OTAs, and media powerhouses.
At the heart of this success was the Philippine delegation, led by DOT and TPB, and joined by 29 private sector exhibitors representing the best of the travel and hospitality industry from travel agencies and DMCs to hotels and resorts. Interest surged for iconic destinations like Boracay, Palawan, Siargao, Cebu, Iloilo, Ilocos Sur, and Negros Occidental in a testament to the Philippines’ unmatched diversity and beauty.
“The enthusiasm for our renowned and emerging destinations affirms the transformative experiences that await visitors to our shores. I am immensely proud of the unwavering commitment of our Philippine sellers, whose hard work translated into strong partnerships with the global tourism industry,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles.
But beyond numbers, it was the soulful stories and artistry of the Philippines that left a lasting impression. On March 4, the Philippine Networking Night lit up Berlin with a stunning celebration of Filipino talent. Visitors were also treated to hands-on cultural immersions, including a live demonstration of handmade Sagada stoneware pottery by artisan Siegrid Bangyay, inviting guests to touch and feel the creative spirit of the Cordilleras.
“Along with our country’s breathtaking destinations comes a diversity of immersive experiences visitors can enjoy. We are optimistic that the partnerships we have forged and the interest we have generated will lead to greater global awareness of the Philippines and, ultimately, increased visitor arrivals, strengthening our tourism industry in the years ahead,” added Nograles.
The Philippines has maintained its presence in ITB Berlin since 1985. In 2023, projected sales revenue reached PHP 271.5 million, followed by a 50% increase in 2024 to PHP 489.1 million.
