The Philippine Travel Exchange (PHITEX) 2024, the premier government-organized travel trade event, set a new record with PHP 396 million (USD 7.05 million) in sales leads during its Travel Exchange (TRAVEX) sessions held from September 4-5 at Conrad Manila. This marked a 14.4 percent increase over last year’s figures, underscoring the growing importance of PHITEX in shaping the future of Philippine tourism.
This year’s event, which focused on the theme “The Power of Collaboration in Tourism,” brought together 115 Philippine sellers and 86 foreign buyers from key and emerging markets. Leading the event was Tourism Promotions Board (TPB) Chief Operating Officer Maria Margarita Montemayor Nograles, alongside Department of Tourism (DOT) Undersecretary Shahlimar Hofer Tamano.
During her keynote speech, Nograles emphasized the significance of collective efforts in reviving and transforming the tourism industry. “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,” Nograles said.
Sustainable Tourism and Innovation at PHITEX
Nograles also took the opportunity to highlight PHITEX’s recent international recognition at the GovMedia Conference and Awards in Singapore, where it was named “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,” she said.
Nograles further detailed the PHITEX Educational Program (PEP) Talk, which tackled forward-looking topics such as the circular tourism economy and the role of artificial intelligence (AI) in enhancing customer experiences. A special focus was placed on inclusivity, with a commitment to promoting the Philippines as 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.
Tourism Chief Celebrates Industry Milestones
Tourism Secretary Christina Garcia Frasco attended the PHITEX dinner reception, where she expressed her gratitude to the delegates for their active participation. “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,” Frasco said.
She also took the opportunity to celebrate the Philippines’ recent victories at the World Travel Awards (WTA). The country hosted the WTA Asia & Oceania Gala Ceremony for the first time on September 3 at the City of Dreams Manila, where it secured eight prestigious awards, further strengthening its reputation as a top tourism destination.
Showcasing the Philippines’ Tourism Diversity
As PHITEX 2024 concluded, international buyers were treated to tours of various tourist destinations across the Philippines, showcasing the country’s rich cultural experiences and diverse landscapes. Nograles emphasized the evolving desires of modern travelers, stating, “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 post-event tour, she explained, provided a chance for international buyers to experience firsthand the allure of the Philippines and its wide array of travel offerings.
Collaboration and Support from Industry Players
PHITEX 2024 was organized with the support of sponsors such as the National Parks Development Committee, Grab, Seda Hotels, Lumi Candles, 2GO, Philippine Airlines, Destileria Limtuaco & Co. Inc., and Papa Kape. Their collaboration helped make this year’s PHITEX event a resounding success, reinforcing the country’s vision for sustainable and inclusive tourism.
For further information about PHITEX, visit www.phitex.ph.
