Berlin: The Philippines generated an estimated PHP637.4 million in sales leads at the Internationale Tourismus-B¶rse (ITB) Berlin 2025 held from March 4 to 6 in Berlin, Germany.

According to Philippines News Agency, this impressive figure marks a 30.31 percent increase from last year's participation, showcasing the country's growing appeal in the global tourism market.

The Tourism Promotions Board (TPB) highlighted the enthusiasm for the Philippines' renowned and emerging destinations, emphasizing the transformative experiences awaiting visitors. TPB chief operating officer Maria Margarita Montemayor Nograles expressed pride in the commitment of Philippine sellers, whose efforts have translated into strong partnerships with the global tourism industry.

During the event, the Philippines showcased its world-class artistry and creativity, with booth activations including a live demonstration of handmade Sagada stoneware pottery. Attendees also had the opportunity to engage in pottery making, adding an interactive element to the exhibit.

The Philippine delegation comprised about 29 private sector exhibitors from travel and tour agencies, destination management companies, and the accommodation sector. Key destinations such as Siargao, Boracay, Palawan, Cebu, Iloilo, Ilocos Sur, and Negros Occidental captured the interest of foreign attendees.

Nograles emphasized the diversity of immersive experiences available in the Philippines, expressing optimism about the partnerships forged and the heightened global awareness of the country. The aim is to increase visitor arrivals and strengthen the tourism industry in the coming years.

The Philippines has been a consistent participant in ITB Berlin since 1985. In recent years, the country's projected sales revenue at the event reached PHP271.5 million in 2023 and saw a 50 percent increase to PHP489.1 million in 2024.