The Philippine Travel Exchange (PHITEX), the country’s premier government-led travel trade event organized by the Tourism Promotions Board (TPB) Philippines, reached an impressive PHP 396,215,526 (USD 7,055,182.56) in sales leads during the Travel Exchange (TRAVEX) sessions held on September 4-5, 2024, at Conrad Manila. This record-breaking figure represents a 14.4% increase from last year, emphasizing PHITEX’s growing influence on the future of Philippine tourism.
PHITEX 2024 gathered 115 Philippine sellers and 86 foreign buyers from key and emerging markets, with TPB Chief Operating Officer Maria Margarita Montemayor Nograles and Department of Tourism (DOT) Undersecretary Shahlimar Hofer Tamano leading the TRAVEX event.
This year’s theme, “The Power of Collaboration in Tourism,” highlighted the importance of teamwork in driving industry growth. In her keynote address, Nograles praised the collective efforts to restore traveler confidence and advance the tourism sector, which plays a crucial role in the economy.
She also spotlighted PHITEX’s international recognition at the GovMedia Conference and Awards in Singapore, where it was named the Public Sector Initiative of the Year for the second consecutive year. Nograles emphasized the importance of sustainable tourism and innovation, noting initiatives like the PHITEX Educational Program (PEP) Talk, which covered topics such as circular tourism, AI-enhanced customer experiences, and the country’s commitment to being an LGBTQIA-friendly destination.
Tourism Secretary Christina Garcia Frasco attended the event’s dinner reception to thank PHITEX participants for their support of Philippine destinations, which positively impacts millions of Filipino lives. She also celebrated the country's recent wins at the World Travel Awards (WTA) during a toast.
PHITEX 2024 concluded with post-event tours showcasing the Philippines’ diverse tourist attractions to international buyers. Nograles emphasized the shift in traveler preferences toward meaningful experiences that connect them with local culture and communities, underscoring the value of the collaborations with local enterprises.
PHITEX 2024 was made possible through partnerships with sponsors, including the National Parks Development Committee, Grab, Seda Hotels, Lumi Candles, 2GO, Philippine Airlines, Destileria Limtuaco & Co. Inc., and Papa Kape.
For more information about PHITEX, visit https://www.phitex.ph/
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