Philippines' Showcase at ITB Berlin 2024 photo 1

The Department of Tourism (DOT) and the Tourism Promotions Board (TPB) Philippines are poised to lead the charge at this year’s Internationale Tourismus-Börse (ITB) 2024 Convention in Berlin, Germany. With a robust delegation representing both the public and private sectors, the Philippines aims to showcase an enhanced and unforgettable Philippine experience to the world during the 3-day business-to-business (B2B) event from March 5 to 7, 2024.

Under the leadership of Tourism Secretary Christina Garcia Frasco and TPB Chief Operating Officer Margarita M. Nograles, nearly 60 delegates will participate, including representatives from various sectors such as hotel and resort enterprises, destination management companies, travel agencies, and government bodies like the Philippine Retirement Authority (PRA) and Tourism Infrastructure and Enterprise Zone Authority (TIEZA). Notable local government units such as Bohol, Camiguin, Negros Occidental, Siquijor, and Sipalay will also be represented, emphasizing a collective effort to promote Philippine tourism.


The Philippine pavilion at ITB Berlin will be adorned with indigenous materials and visuals showcasing the country’s diverse destinations. Attendees can expect to be immersed in Philippine culture through activities like a fashion showcase by renowned designer Avel Bacudio, featuring traditional weaves, and performances by the Kalumon Performing Ensemble, showcasing traditional attire and dances.

Moreover, a highlight of the event will be the networking dinners, with the Provincial Government of Bohol sponsoring an evening and featuring performances by the Loboc Children’s Choir. These gatherings will provide opportunities for Philippine sellers and international buyers to forge partnerships and explore unique tourism packages that prioritize sustainability and environmental conservation.

Secretary Christina Garcia Frasco emphasized the Philippines’ commitment to sustainable tourism, aligning with the vision of President Ferdinand R. Marcos, Jr. to elevate the Filipino brand globally. This commitment includes not only promoting the country’s natural beauty but also preserving its cultural heritage and fostering responsible tourism practices.

The sustainability efforts of the Philippines are exemplified by the nomination of the City of Sipalay for the Green Destinations Top 100 Story Awards. Sipalay’s “Lakbayon Project,” which transformed a former wasteland into a conservation area for sea turtles and a mangrove forest, reflects the nation’s dedication to preserving its natural resources.


ITB Berlin, known as the premier global tourism trade fair, is anticipated to draw 24,000 attendees from around the world. Through its participation, the Philippines seeks to captivate international audiences and position itself as a must-visit destination, offering an unparalleled blend of natural wonders, cultural richness, and warm hospitality.

As the Philippines takes center stage at ITB Berlin 2024, the message is clear: the country is not just a destination but an experience that promises to leave a lasting impression on visitors from every corner of the globe.

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