The Tourism Promotions Board (TPB) Philippines closed PHITEX 2026 with PHP 594,712,138.50 in sales leads—a 20.12 percent jump over the PHP 495.09 million recorded at last year's event—signaling renewed momentum for inbound tourism to the archipelago. The Philippine Travel Exchange, the country's premier government-organized travel trade show, concluded September 9 at Conrad Manila.
Buyer & Seller Reach
The 2026 edition brought together 102 Philippine sellers—spanning destination management companies, tour operators, and travel agencies—with 76 foreign buyers representing 24 countries. Thirteen established key markets were present, including Australia, Canada, Mainland China, Germany, India, Japan, Singapore, South Korea, the United Kingdom, and the United States. Eleven emerging markets also sent delegates for the first time or in growing numbers, among them Denmark, France, Italy, Saudi Arabia, Türkiye, the UAE, and Vietnam—a geographic breadth that reflects the Philippines' push to diversify its source markets.
Culinary Tourism in the Spotlight
Beyond the business-to-business meeting floor, post-event familiarization tours gave foreign buyers direct exposure to the country's culinary and cultural identity—an increasingly important differentiator in competitive Asia-Pacific tourism marketing. Itineraries included the heritage corridors of Ilocos Norte and Ilocos Sur, the natural coastlines of Palawan, the food and cultural scene of Cebu and Bohol, and the nature-based experiences of Davao. For operators tracking food-and-beverage-driven travel trends, the deliberate inclusion of culinary stops underscores how destination cuisine is being used as a primary selling tool rather than an afterthought.
Jenny Rose Ryall, director of Global Guides Australia, captured the buyer perspective plainly: "We just don't promote the product or the destination, but the experience. We tell them stories, our personal stories, our personal experiences, and with that, it's a lot more convincing because they can see the emotion, and the excitement. It's always—what they say to us—it's always the people that they love about the Philippines."
TPB Chief Operating Officer Maria Margarita Montemayor Nograles cited the sales leads as evidence of durable demand even in an uncertain global travel environment, noting that the connections forged at PHITEX are intended to translate into long-term partnerships that benefit local communities and tourism stakeholders across the country.
Hospitality & Sponsor Ecosystem
The event's sponsor roster reflects the breadth of the Philippine hospitality and travel supply chain. Silver sponsors included Cebu Pacific, Destileria Limtuaco & Co., Inc., and Philippine Airlines. Bronze sponsors were Duty Free Philippines, Kaulayaw, The Travel Club, and 2GO Travel, with Mactan Cebu International Airport and Palaweño Brewery serving as community partners. The presence of a craft brewery and a duty-free retail operator alongside major carriers speaks to the integrated food, beverage, and hospitality ecosystem that underpins Philippine inbound tourism—an angle resonant for readers following hospitality industry developments across Southeast Asia.
For foodservice and hospitality operators eyeing Southeast Asian markets, PHITEX's year-over-year growth suggests sustained recovery and expanding buyer interest in Philippine experiences—including its increasingly prominent culinary identity.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
