The Philippine Travel Exchange (PHITEX) 2024 officially opened today at the Conrad Manila, bringing together 86 international buyers and 115 Philippine seller companies for two days of dynamic business exchanges and discussions on the future of tourism. Organized by the Tourism Promotions Board (TPB) Philippines, the marketing and promotions arm of the Department of Tourism (DOT), PHITEX 2024 reinforces the Philippines’ position as a leading global tourism destination under the theme, “The Power of Collaboration in Tourism.”
The opening ceremony was graced by key tourism industry executives, including TPB Chief Operating Officer Maria Margarita Montemayor Nograles and the DOT Undersecretary for Tourism Regulation Coordination & Resource Generation and concurrent OIC-Chief of Staff, Shahlimar Hofer Tamano.
Nograles emphasized the importance of meaningful and lasting partnerships to drive continuous growth in the sector. “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 our economy,” she said as she officially opened PHITEX 2024 and the first day of Travel Exchange (TravEx). She also noted that PHITEX has been internationally recognized, receiving accolades as the Public Sector Initiative of the Year at the GovMedia Conference and Awards in Singapore on June 13, 2024. This marks the second consecutive year the program has been honored.
Also central to Filipino culture is the spirit of ‘bayanihan,’ or cooperative endeavor. Reflecting on this, Nograles impressed among delegates that responding to the evolving demands of the tourism market necessitates working hand-in-hand. “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 shift underscores the importance of our ongoing collaborations with local enterprises to offer these authentic encounters. At this year’s PHITEX, we are committed to nurturing global partnerships. As the famous saying goes, ‘alone we can do so little, together we can do so much.’”
Throughout the day, participants will engage in a series of business-to-business (B2B) meetings designed to facilitate direct connections and foster new partnerships. Almost 2,500 meetings are anticipated for the duration of TravEx, generating substantial business leads and contributing to the ongoing efforts to position the Philippines as a tourism powerhouse in Asia and the world.
A total of 19 countries are represented with international delegates coming from South Korea, Japan, Canada, the United States of America (USA), Australia, China, the United Kingdom (UK), Taiwan, Singapore, Malaysia, India, Germany, Hong Kong, Macao, Indonesia, Turkey, France, Spain, and the United Arab Emirates (UAE).
The day will culminate with a dinner reception where delegates will have more opportunities to network and explore potential collaborations in a relaxed setting. This reflects the TPB and the DOT’s commitment to make PHITEX a premier platform for advancing Philippine tourism growth at every touchpoint.
