The Philippine Travel Exchange (PHITEX), the leading government-organized travel trade event led by the Tourism Promotions Board (TPB) Philippines, achieved a remarkable PHP 396,215,526 (USD 7,055,182.56) in sales leads during the Travel Exchange (TRAVEX) sessions on 04-05 September 2024, at Conrad Manila. This year’s record-breaking figures represent a 14.4% increase over last year, highlighting the growing impact of PHITEX on the future of Philippine tourism.
PHITEX 2024 brought together 115 Philippine sellers and 86 foreign buyers from key and emerging markets for the TRAVEX event led by TPB Chief Operating Officer Maria Margarita Montemayor Nograles and graced by Department of Tourism (DOT) Undersecretary Shahlimar Hofer Tamano.
This year’s theme, “The Power of Collaboration in Tourism”, underscored the role of collective effort as a cornerstone of growth. “Everyone’s presence here at PHITEX is a testament to our collective dedication to revitalizing tourism. We have all played a big part in restoring traveler confidence, and together, we are pushing milestones, making strides in a sector that is vital to economies,” said Nograles in her keynote speech.
She also highlighted PHITEX’s international recognition at the GovMedia Conference and Awards in Singapore on June 13, 2024, where it was honored as the Public Sector Initiative of the Year for the second consecutive year. “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, Tourism Secretary Christina Garcia Frasco graced the dinner reception to express her gratitude to the PHITEX delegates, and to toast to their active participation in the event. “We thank you for your support for our destinations all over the country as it uplifts the lives of millions of Filipinos and their families. We raise our glasses even higher as we celebrate our nation’s recent victories at the World Travel Awards,” stated the tourism chief.
The Philippines hosted the World Travel Awards (WTA) Asia & Oceania Gala Ceremony for the first time on September 3 at the City of Dreams Manila where the country clinched a total of eight recognitions.
PHITEX 2024 culminates with tours to various tourist destinations, showcasing the Philippines’ diverse experiences to participating international buyers. “Travelers today seek more than just destinations. They desire experiences that connect them with local culture and communities, experiences that teach them a skill, experiences that touch their hearts. This shift underscores the importance of our ongoing collaborations with local enterprises to offer these authentic encounters–and this post-event tour is an opportunity for our international buyers to better appreciate the Philippines’ allure and what we have to offer,” affirmed Nograles.
PHITEX 2024 was organized in collaboration with its sponsors: National Parks Development Committee, Grab, Seda Hotels, Lumi Candles, 2GO, Philippine Airlines, Destileria Limtuaco & Co. Inc., and Papa Kape.