At the Travel Exchange (TRAVEX) sessions on 4 to 5 September 2024 held at Conrad Manila, the Philippine Travel Exchange (PHITEX) – the government-led travel trade event in the Philippines organised by the Tourism Promotions Board (TPB) Philippines – recorded an impressive number of sales leads totaling PHP 396,215,526 (USD 7,055,182.56). The ever-increasing influence of PHITEX on the trajectory of Philippine tourism is demonstrated by this year’s record-breaking results, which indicate a 14.4% rise compared to last year.
PHITEX opened with the traditional Ahwag ritual led by TPB COO Marga Nograles.
Under the leadership of TPB Chief Operating Officer Maria Margarita Montemayor Nograles and with the presence of Department of Tourism (DOT) Undersecretary Shahlimar Hofer Tamano, PHITEX 2024 convened 86 international buyers and 115 Philippine sellers from important and developing markets for the TRAVEX event.
As a foundational element of progress, this year’s theme, “The Power of Collaboration in Tourism,” highlighted the significance of teamwork. The outstanding turnout at PHITEX, according to TPB COO Marga Nograles, is evidence of the Philippines’ commitment to reviving the tourism industry. Nograles further by saying that the TPB has been helpful in regaining travellers’ trust, and that all parties involved are working together to achieve important goals in an industry that is critical to national economies.
PHITEX Wins Second Public Sector Initiative of the Year Nod
Nograles further highlighted PHITEX’s global renown by noting its second-year win for Public Sector Initiative of the Year at the GovMedia Conference and Awards in Singapore on 13 June 2024.
TPB COO delivers her keynote speech at the Opening Ceremony of PHITEX.
“Beyond business, we are pioneering sustainable tourism where everyone benefits—from global players to the smallest communities. Through the PHITEX Educational Program (PEP) Talk, we explored groundbreaking topics like the circular tourism economy, the power of AI to enhance customer experiences, and our commitment to being an LGBTQIA-friendly destination. TRAVEX also thrives on collaboration, bringing buyers and sellers together for mutual growth. Our mission is clear: advancing tourism through strong partnerships,” Nograles added.
Meanwhile, the Philippines’ Department of Tourism Secretary Christina Garcia Frasco attended the dinner reception to convey her appreciation to the PHITEX delegates and salute their active participation in the event. Frasco praised the attendees for their support of the many destinations across the country, which improves the lives of millions of Filipinos and their families.
PHITEX 2024 concludes with trips to different tourist spots that highlight the Philippines’ diverse experiences to participating international delegates. Nograles said that today’s vacationers seek more than just locations. They want experiences that link them to local culture and communities, teach them a skill, and move their hearts. This move emphasises the importance of TPB’s continuous cooperation with local businesses in providing these unique experiences, and this post-event tour allows overseas buyers to better understand the Philippines’ attractiveness and what the country have to offer.
