PHITEX 2026 Secures Over PHP 594 Million in Tourism Sales Leads

Organized by the Tourism Promotions Board, the exchange facilitated business-to-business meetings between Philippine firms and representatives from 24 countries. These attendees spanned 13 key markets, including Australia, Japan, and the United States, alongside 11 emerging markets such as Saudi Arabia, Indonesia, and Türkiye.

Maria Margarita Montemayor Nograles, Chief Operating Officer of the Tourism Promotions Board, noted that the results reflect an industry successfully adapting to evolving global travel demands. Following the formal sessions, international delegates toured regional hubs including Ilocos, Palawan, Cebu, and Davao to experience local heritage and culinary offerings firsthand. Jenny Rose Ryall, director of Global Guides Australia, emphasized that these personal encounters with local culture and community remain the primary driver for attracting foreign interest to the archipelago.