ITB Berlin 2026 opens; The Philippines is participating in a decade of participation in the world’s largest trade fair
BERLIN, GERMANY – As ITB Berlin 2026 opened on March 3 at the International Congress Center (ICC) Berlin (formerly Messe Berlin), the Philippine booth once again welcomed international buyers. The country’s participation began in 1985 and now spans more than four decades of continuous engagement with the global tourism trade. Over the years, this consistent presence at ITB Berlin has created a solid foundation for long-term partnerships and strong market development, especially within the emerging European sector.
In the post-pandemic era, that foundation has translated into measurable results.
By 2023, sales leads generated during ITB Berlin reached P271.5 million. A year later, that number increased by 50% to P489.1 million. In 2025, the Philippine delegation recorded P637.4 million in negotiated sales from 352 business meetings, an increase of 30.31% from 2024, and the participation of 29 exhibitors representing the broad spectrum of the tourism industry.
This growth pattern reflects a more structured approach to international trade activities, bringing together government leadership, private businesses, and destination stakeholders within an integrated platform framework. Tourism Promotions Board (TPB) Philippines Chief Operating Officer Maria Margarita Montemayor Nograles said the long-term role of the Philippines in ITB Berlin reflects a strategic approach to market development rather than a short-term vision.
“Forty years at ITB Berlin shows the importance of consistency in reaching international markets,” confirms COO Nograles. “We view global trade forums as ways to build relationships, assess performance, and align policy. Our track record demonstrates an integrated tourism strategy that links country orientation, private sector readiness, and changing international demand.”
The 2026 team is building on that upward journey. This year, exhibitors from the Philippines represented accommodation providers, destination management companies, local government units, and tourism organizations – an expansion from last year and a reflection of growing confidence in the continent.
On the opening day, Philippine vendors met with international buyers for discussions that included recreation programs, emerging regional regions, and itineraries shaped by the changing expectations of ecotourism. The dialogue continues to reflect the market’s interest in responsible travel practices, community-based experiences, and environmental priorities that continue to dominate the national tourism landscape.
Leading the delegation, TPB said the celebration was deliberate. In recent years, promotional efforts have emphasized all-inclusive tourism that complements the appeal of the common area, reflecting a broader shift toward balancing growth and sustainability in international market involvement.
“Our approach to ITB Berlin today is developing a balanced narrative,” added COO Nograles. “We highlight the beauty of our destinations, and our commitment to sustainability, community involvement, and creating long-term value. That understanding is the foundation of our engagement with our European partners.”
As ITB Berlin 2026 kicks off under challenging global conditions, the presence of the Philippines shows continued and strong commitment. More than four decades of participation in trade shows have established long-term loyalty among the international travel community. This year, in the midst of tourism disruptions that affect the presence, the team is still focused on honoring the planned discussions, deep relationships, and sustaining market discussions that support the long-term development of the country’s tourism. In a week that emphasizes the interconnected nature of global travel, the Philippines approaches its participation with professionalism, responsibility, and respect for the broader context that shapes the industry.
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