The Philippine Travel Exchange (PHITEX) 2023, the country's premier government-organized travel trade event organized by the Tourism Promotions Board (TPB) Philippines, makes a triumphant return to Cebu City after 16 years. The event aims to present the Philippines' finest tourism attractions, establishments, services, and products to a global audience.
The theme for this year's edition is centered on sustainability in the age of the Internet of Things (IoT), highlighting the country's digitalization and sustainability efforts to meet global demands. Moreover, PHITEX functions as an innovative knowledge-sharing platform. Through its PEPTalk module, PHITEX provides a valuable educational experience to local stakeholders and academia members in the field of tourism, offering insights into the latest advancements in IoT, data privacy, and circular economies.
“We are standing at the crossroads of a digital revolution, where the Internet of Things or IoT, promises to reshape our world. As we navigate this transformative wave, the tourism industry must stand ready. Our task is not only to embrace this digital evolution but also to champion the harmonious coexistence of tradition and modernization. This delicate balance is an expertise we, as custodians of our vibrant cultural heritage, must skillfully achieve,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles.
PHITEX will commence on September 19 with the PHITEX Educational Program (PEP) Talk. This learning opportunity will feature discussions anchored on this year's theme, "Tourism Sustainability in the Era of IoT." Distinguished speakers, including Maria Raisa Ysaac-Orbon, Chief Marketing Officer of Packetworx Inc.; Maricel Gatchalian-Badilla, PhD., Associate Professor of UP Asian Institute of Tourism; Atty. Francis Euston R. Acero, Vice President and Data Privacy Officer of Meralco; Barry Lim, Senior Director, Public Sector & Government Practice, Frost and Sullivan-Singapore; Geoff Andres, Property President of the City of Dreams Manila; and Dawn Mendoza, Program Manager of the Philippine Financial & Inter-Industry Pride, are set to share their insights on tourism trends and sustainability practices in the digital age.
This year's edition will bring together 100 buyers from 18 countries and 168 Philippine seller delegates representing 122 companies for business-to-business interactions. TPB collaborated with the Department of Tourism (DOT) and private sector representatives to carefully screen the buyers, ensuring their quality and legitimacy.
The opening ceremonies of this two-day Travel Exchange will take place on September 20 at the Fili-Nustar Hotel. Tourism Secretary Christina Garcia Frasco will grace the event alongside Nograles and other DOT officials.
PHITEX is a significant annual marketing event that not only facilitates meetings between qualified international buyers and Philippine sellers through tabletop business appointments. It also offers participants a chance to experience the beauty of Philippine tourism destinations through pre and post familiarization tours in Manila-Rizal, Cagayan de Oro-Bukidnon-Davao, Coron, Palawan, Boracay-Romblon, Cebu-Dumaguete, Pampanga-La Union, and Ilocos Norte and Sur.
For more information about PHITEX, visit https://www.phitex.ph/
The Tourism Promotions Board (TPB), the marketing and promotions arm of the Department of Tourism (DOT), was recently honored with the National Tourism Initiative of the Year-Philippines award in recognition of its conduct of the 2022 Philippine Travel Exchange (PHITEX), the country's largest government-organized travel trade event. The Gov Media Awards, presented by Gov Media Magazine and held in Singapore, recognizes the most outstanding government projects and initiatives in the Asia Pacific region. This year’s entries were evaluated by an elite panel of experts, including leaders from World Bank and ADB.
Philippine Department of Tourism Secretary Christina Garcia Frasco and Tourism Promotions Board COO Maria Margarita Montemayor Nograles during the Philippine Travel Exchange (PHITEX) 2022
"We are one with the TPB in appreciation of this international recognition for PHITEX, which reflects the successful collaboration of government and the private sector under the shared tourism governance envisioned by the Marcos Administration," Tourism Secretary Christina Garcia Frasco, who is also Chairman of the TPB Board said on the award received by the DOT's marketing arm.
“This recognition is an honor for us at the Tourism Promotions Board Philippines and is a triumph that we dedicate to all tourism stakeholders who continually work hard to contribute to the growth of the tourism industry and economy. This will only spur us in our commitment to making the Philippines a tourism powerhouse in Asia,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles.
Gov Media stated that TPB’s remarkable organization of PHITEX was lauded for its role in promoting responsible tourism and driving growth in the Philippine tourism industry. The projects awarded serve as catalysts for transformative change and have significant implications for the well-being of billions of people living in Asia and beyond.
Since its establishment in 1996, PHITEX has played a vital role in fostering business partnerships and showcasing the diverse array of Philippine tourism destinations. In 2022, PHITEX adopted the theme "Embracing Responsible Tourism" to emphasize the significance of safe, smart, and sustainable travel practices. Despite the challenges posed by the COVID-19 pandemic, PHITEX successfully hosted over 116 foreign buyers, comprised of 53 physical attendees and 63 virtual participants from 32 countries that actively participated with 206 Philippine sellers composed of 96 physical attendees and 110 virtual participants during the Travel Exchange (TRAVEX).
Said participants represented travel agencies, tour operators, hotels and resorts, MICE operators, and airlines. Key markets such as Korea, Malaysia, and China were well-represented, with 77% of buyers coming from source markets and 39% from opportunity markets.
The fruitful discussions in TRAVEX generated an estimated revenue of Php 190,143,651.00 (US$3.496m) based on the sales lead forms submitted by the Philippine sellers.
TPB has announced that the next PHITEX will be held in September this year in Cebu. This year's event will feature a two-day Face-to-Face Travel Exchange (TRAVEX), PHITEX Educational Program (PEP), and Pre and Post-Event Tours for Buyers, targeting quality buyers and sellers.
Some of the Philippines’ multi-awarded entertainers wowed international delegates and guests at the recently concluded Philippine Travel Exchange (PHITEX) 2016 dinner reception held at the Marriott Grand Ballroom. PHITEX is the country’s biggest and longest-running annual travel trade event presented by the Tourism Promotions Board (TPB). The event treated more than 200 tourism buyers from across 35 countries to a series of incredible performances showcasing Filipino musical talent and prowess.
Headlining the impressive roster was the Junior New System, one of Asia’s Got Talent season 1 grand finalists and recently hailed as Senior Grand Performer of the World. Other performers were the Show Violinist Juleous who garnered 6 gold medals at this year’s World Championship of the Performing Arts, and the multi-awarded soloist Candice Adea together with her highly-acclaimed ballet dancer and choreographer sister, Carissa.
The vocal performances were also astounding. Baihana, a multi-awarded all-female jazz trio composed of Anna Graham, Krina Cayabyab and Mel Torre, sang with unique and refreshing harmony, while Raniella Guevarra, a young Filipina singer on the rise, rendered a heartfelt serenade.
The night would not be complete without a cultural show. A colorful display of lights was presented by the Buganda Dancers and Drumbeaters, a 36-year old festival dance company. Whiplash Dance Company, the country’s top contemporary dance group also dominated the stage with their energy. Finally, Sindaw Philippines Performing Arts Guild, the country’s best promoter of Philippine Arts and Culture, performed some of the country’s cultural folk dances.
Now on its 15th year, PHITEX 2016 continues to serve as the best venue to promote the Philippines to the international market. With the impressive array of performances, PHITEX was able to highlight the Philippines not only as a top tourist destination for sports, adventure, lifestyle, business and leisure but also as a premier destination for world-class entertainment.
TPB is bringing a larger and improved PHITEX this year
The Tourism Promotions Board (TPB) is set to host the country’s biggest and most significant travel trade event – the Philippine Travel Exchange (PHITEX), on September 4-6, 2016 at the Marriot Grand Ballroom. In line with the Visit the Philippines Again 2016 (VPA) campaign, this year’s PHITEX is set to once again promote the country as the premier tourist destination among some of the world’s biggest travel and tour buyers.
With this year’s theme “#PHITEX2016: Bigger Business”, TPB is bringing a larger and improved PHITEX with more sessions allocated for business-to-business interactions and better designed pre-tours and post-tours.
Kicking off this week-long event is the 27th Philippine Travel Mart (PTM) on September 2-3 at SMX Convention Center. Organized by the Philippine Tour Operators Association (PHILTOA), PTM is considered to be one of the major travel trade exhibitions in the promotion of domestic and inbound tourism. The event attracts buyers from all over the world as it presents the best and most affordable tour packages in the country.
Highlighting the event is the Travel Exchange (TRAVEX), which includes exclusive business-to-business appointment meetings between Philippine sellers and foreign buyers. By giving them the chance to personally meet the local sellers, buyers are introduced to the Philippines’ marketing trends and practices. In exchange, sellers are given an edge to offer globally competitive tour packages to the international market. These sessions will also provide foreign buyers the opportunity to experience the fun and exciting post tours to main Philippine attractions and destinations.
“PHITEX has been instrumental in strengthening the brand image of the Philippines,” shares TPB Chief Operating Officer Domingo Ramon C. Enerio III. “By introducing the best tourism products and services to the international market and bringing together the different stakeholders in the tourism industry, the country has become an important destination, not only for various international and high-level business and economic meetings but also for travel and trade. In fact, the country has welcomed more than 2.5 million visitors from January to May 2016. This is 13.02% higher than the accumulated arrivals in January to May 2015.”
Now on its 15th year, PHITEX has been continuously sustaining the growth that the Philippines has gained in the global tourism market.
The 13th Philippine Travel Exchange (PHITEX), organized by the Department of Tourism and Promotions Board was formally launched at the SMX Convention Center, SM Mall of Asia in Pasay City last Thursday, September 5, 2014 attended by tourism attachés, VIP’s, 198 foreign buyers and 200 local sellers.
“PHITEX strengthens our tourism industry by nurturing relationships between our very own players and the range of businesses found throughout the world,” TPB Chief Operating Officer Domingo Ramon Enerio said.
The Tourism Promotion Board (TPB), the marketing arm of the Department of Tourism, plans to push the 'It's More Fun in the Philippines' campaign even further as part of its five-point communication strategy for the coming year. Enerio described 'It's More Fun' as "a very strategic part" of their campaign to boost tourism in the country.
The Philippine Travel Exchange (PHITEX) provides a venue for sellers of Philippine tourism products to engage top international buyers in business negotiations.
It also continues to be the Department of Tourism’s and the Tourism Promotions Board’s aggressive effort to boost the country’s position in the global market as a top tourist destination.
In support of these objectives this year, PHITEX buyers will not only have pre and post event tours to key Philippine Destinations but even more so, implement tour programs with socio-ecological thrusts.
Enerio encouraged the participants to take advantage of the opportunity to build lasting relationships among each other for the continued attainment of Philippine travel and tourism. The Philippine tourism sector is poised to ride even bigger waves next year as the Asean integration is set to roll out.
This year’s theme, “Innovate and Integrate, Empower and Engage” highlights not only the distinctively fun nature of the archipelago and the Filipino people, but also leverages on sustainable travel through the incorporation of responsible social tourism activities in post-confab tours.
(L-R) From First Distric of Bohol Cong. Rene Lopez Relampagos, Tourism Assistant Secretary Benito C. Bengzon Jr. and Tourism Promotions Board Chief Operationg Officer Domingo Ramon C. Enero III
As it emphasizes "travel with a purpose" PHITEX 2014 reinforces DOT’s targeted 6.8 million foreign visitors in 2014 by expanding their existing transactions in the country, enticing foreign buyers during one-on-one scheduled appointments in the Philippine Travel Exchange.
“Unlike in the past where the post-event tours were primarily for leisure, the 2014 tours are designed with activities that promote sustainability and preservation of environment,” said Tess H. Mauricio, TPB OIC for Marketing and Promotions and PHITEX project director.
Local tour groups with a purpose
There will be nine tour groups, which include trips to – Manila, Makati and BGC, GK Enchanted Farm (Bulacan), Laoag and Vigan, Tagaytay and Puerta Galera, Puerta Princesa, El Nido, Legazpi and Sorsogon, Boracay, and Cebu and Bohol.
First Distric of Bohol Cong. Rene Lopez Relampagos and Tourism Assistant Secretary Benito C. Bengzon Jr.
The Manila, Makati and BGC tour explores the modern global city and the Makati Central Business District. Guests will also be taken back in time by visiting Fort Santiago, Casa Manila, San Agustin Church and museum in the Walled City of Intramuros.
GK Enchanted Farm in Bulacan is the highlight of the second tour group. This is Gawad Kalinga’s platform in promoting social entrepreneurs, helping local farmers and creating alternative employment in the countryside. Guests will survey the various facilities of the farm’s campus, while supporting the different income-generating activities of the area.
Northern Luzon will take on the spotlight with a cultural and historical tour of Laoag and Vigan. Guests will explore Ilocos Norte and stay at Sitio Remedios, a heritage village resort situated in an 18,000 square meter of land re-creating an Ilocano neighborhood typical of the mid-fifties. The group will also visit Ilocos Sur and will be accommodated in Hotel Luna, located at the heart of the Heritage Village in Vigan City, listed as a World Heritage Site by UNESCO. Aside from the walking and calesa tour of Vigan, participants will also be treated to a gastronomic culinary journey, after which a tree-planting activity awaits participants at Paoay Lake. For the adventure-seekers, the La Paz Sand Dunes is an added delight.
The Tagaytay and Puerto Galera tour group will relax in the oasis of Hamilo Coast in Nasugbu, Batangas, then experience the cold breeze of Tagaytay with a breathtaking aerial view of Taal Volcano. Tai-chi, yoga and the traditional “hilot” massage will also pamper guests at the Nurture Spa Village. One of the highlights of the tour is visiting the Silonay Mangrove Conservation and Eco-tourism Park where guests can explore and understand the vital role of mangrove forests in our country. A visit of the Tamaraw Falls and the Municipal Hall of Puerto Galera follows.
The clean and green city of Puerto Princesa in Palawan is the destination of the fifth group where they will be welcomed at Hotel Centro, with firefly watching in the evening. Guests will also be amazed with the world-renowned Puerto Princesa Subterranean River National Park, recognized as one of the New Seven Wonders of Nature in 2012. Mangrove paddling is another experience for the group as part of the community-based social tourism effort.
The El Nido tour presents another priceless gem from Palawan. Nestled between a lush four-hectare forest and a calm, shallow lagoon, Lagen Island in El Nido is an ideal destination for those seeking a relaxing holiday in a private and tranquil island. The surrounding forest and the breathtaking limestone cliffs are natural attractions that serve as sanctuary for a diverse variety of birds and mammals. Here, guests can observe and delight in wildlife flourishing in their natural habitat. Participants will also be treated to a sunset cruise, kayaking and island hopping.
The seventh group exhibits the unique offerings of Legazpi and Sorsogon. Accommodation for the delegates is Misibis Bay Resort where they get to choose to ride ATV’s, mountain bikes, dune buggies, segways or a heart-pounding zipline. In Legazpi, the incredible Mayon Skyline and Daraga Church will welcome guests while in Pilar, Sorsogon, they can snorkel at Bantigui Pt. Marine Sanctuary, or engage in harvesting sea grapes and gathering sea urchins in Panalatuan Cove. Swimming at the Panumbagan Sand Bar is also an option.
The white powdery sand and clear blue waters of Asia’s 24/7 island of Boracay mark the eight tour group as delegates will be welcomed at the luxurious Shangri-La Boracay Resort & Spa. Island hopping and other water sports activities will make it a busy morning for them but the Boracay Foundation coral transplantation efforts, which continuously give shelter and protection to a diverse range of underwater species is a more purposeful activity.
Delegates will appreciate Cebu and Bohol all the more in the ninth leg of tour groups as they explore the historic and natural beauty of Bohol’s countryside. Guests will have an exciting and diverse experience touring the Blood Compact Shrine, Baclayon Church, Chocolate Hills, Loboc River cruise and the Tarsier Sanctuary. Afterwards, Habitat for Humanity will host a social tourism activity geared towards providing shelter to the needy. A short ferry ride brings delegates to Cebu, the Queen City of the South where they will enjoy staying at the Shangri-La Mactan and a heritage tour of the celebrated city follows.
“We are ecstatic to introduce these new itineraries that uplift Philippine tourism efforts with the incorporation of a holistic outlook. The suitable balance between our environment, the economy and our people’s culture are encouraged in PHITEX pre and post-tours to guarantee long-term sustainability of our industry and ultimately, the nation’s growth,” adds Mauricio.
PHITEX 2014 is supported by the Philippine Tour Operators Association (PHILTOA), Philippine Travel Agencies (PTAA), Hotels Sales and Marketing Association (HSMA) and Board of Airlines Representative (BAR) with Philippine Airlines, Cebu Pacific and Resorts World Manila.
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