MANILA – The Philippines generated an estimated PHP637.4 million in sales leads at the Internationale Tourismus-Börse (ITB) Berlin 2025 in Berlin, Germany on March 4 to 6.

In a news release on Monday, the Tourism Promotions Board (TPB) said the figure represents a 30.31 percent increase from last year's participation.

“The enthusiasm for our renowned and emerging destinations affirms the transformative experiences that await visitors to our shores. I am immensely proud of the unwavering commitment of our Philippine sellers, whose hard work translated into strong partnerships with the global tourism industry,” TPB chief operating officer Maria Margarita Montemayor Nograles said.

The Philippines showcased world-class artistry and creativity at the event.

As part of the booth activations for the three-day fair, guests witnessed a live demonstration of handmade Sagada stoneware pottery and had the opportunity to do pottery making.

About 29 private sector exhibitors from the travel and tour agencies, destination management companies and the accommodation sector composed the Philippine delegation.

Siargao, Boracay, Palawan, Cebu, Iloilo, Ilocos Sur, and Negros Occidental are the key destinations that garnered heightened interest from foreigners at the event.

“Along with our country's breathtaking destinations comes a diversity of immersive experiences visitors can enjoy. We are optimistic that the partnerships we have forged and the interest we have generated will lead to greater global awareness of the Philippines and, ultimately, increased visitor arrivals, strengthening our tourism industry in the years ahead,” Nograles said.

The country has maintained its presence in ITB Berlin since 1985. Its projected sales revenue reached PHP271.5 million in 2023. It increased by 50 percent to PHP489.1 million in 2024. (PNA)