The Philippines solidified its position as a premier tourist destination with a successful showing at the Internationale Tourismus-Börse (ITB) Berlin 2024 Convention. Held March 5-7 at the Berlin Exhibition Grounds, this prestigious event, recognized as the world's largest travel trade show, provided a platform to connect with international tourism professionals and showcase the Philippines' diverse offerings.

The Philippine pavilion served as a hub of activity throughout the three-day event. Business-to-business meetings facilitated productive interactions between representatives from 28 Philippine companies and travel industry visitors hailing from various regions worldwide. The spotlight shone not only on established destinations like Bohol, Cebu, and Ilocos Sur, but also on emerging stars such as Siquijor and Camiguin, effectively promoting the breadth of tourism experiences available in the Philippines.

Leading the Philippine delegation was Department of Tourism (DOT) Secretary Christina Frasco, accompanied by a robust 60-person team comprised of public and private sector representatives. Hotel and resort enterprises, destination management companies, travel and tour agencies, and government bodies focused on tourism infrastructure and retirement investment were all well-represented. Local government units from Bohol, Camiguin, Siquijor, and Sipalay in Negros Occidental actively participated, further solidifying the collaborative effort towards promoting Philippine tourism.

"Our presence at ITB Berlin underscores our unwavering commitment to elevating the profile and demand for Philippine tourism," declared Secretary Frasco. "We presented a unified front, showcasing the Philippines' unique cultural heritage, the breadth of our tourism products, and most importantly, the warmth and hospitality that is synonymous with the Filipino people."

With an estimated 24,000 attendees this year, ITB Berlin provided a valuable platform for the Philippines to forge new partnerships and generate excitement for travel to the archipelago. This successful showing strengthens the Philippines' position as a must-visit destination for international travelers.