PHITEX 2023: Bridging the World Through Philippine Tourism

PHITEX 2023, organized by TPB Philippines, yielded over 296 Million Philippine Pesos in negotiated sales after showcasing the country’s beauty, culture, and hospitality on the global stage. This two-day event united international buyers and local stakeholders, fostering connections, promoting sustainable tourism, and celebrating the Philippines’ treasures. Let’s explore the highlights of this momentous event.

A Meeting of Minds and Markets

PHITEX 2023, held at the luxurious Fili-NuStar Hotel in Cebu on September 20-21, played host to 164 seller delegates from 119 Philippine companies and 88 international buyers hailing from 19 countries. The event was graced by the distinguished presence of Department of Tourism (DOT) Secretary Christina Garcia Frasco and TPB Chief Operating Officer Marga Nograles. With this vibrant confluence of cultures and ideas, the exchange of experiences and opportunities was inevitable.

Negotiated Sales Soar

The heart of PHITEX beats with economic vitality. This year’s event resulted in a staggering PHP 296,213,032 in projected income, including proceeds from sponsorship and participation fees. Day 1 alone saw PHP 55,171,600 in transactions, followed by a remarkable PHP 232,964,100 on Day 2. These figures reflect the thriving tourism industry in the Philippines, signaling robust growth and potential for the future.

Tourism Resilience and Recovery

Secretary Frasco, delivering a keynote address, highlighted the Philippines’ remarkable tourism recovery, with over 3.8 million international visitors as of September 19, 2023, and estimated revenue exceeding PHP 316.9 billion. She underscored the uniqueness of the Philippines as a destination, attributing it not only to its natural beauty but, most importantly, to the warmth and hospitality of the Filipino people.

Tourism Sustainability in the Era of IoT

PHITEX 2023 embraced the theme of “Tourism Sustainability in the Era of Internet of Things (IoT).” The event shed light on the country’s digitalization and sustainability efforts to meet global demands. COO Nograles emphasized the need for traditional values to coexist harmoniously with modernization. The expanding IoT is reshaping the tourism industry, offering new avenues for exploration and engagement.

Philippine Educational Program (PEP) Talk

Beyond business transactions, PHITEX also served as a platform for knowledge-sharing. The Philippine Educational Program (PEP) Talk, held at Jpark Island Resort and Waterpark in Lapu-Lapu City, delved into the latest advancements in IoT, data privacy, circular economies, and gender dynamics in tourism. Renowned experts shared their insights, enriching the industry’s collective wisdom.

To sum things up, PHITEX 2023 was more than just a trade event; it was a celebration of the Philippines’ resurgent tourism industry. With the world as its stage, the event brought together diverse cultures, ideas, and opportunities. It showcased the Philippines as a global destination poised for growth and sustainability, embodying the spirit of unity and progress. As the sun sets on this remarkable gathering, the legacy of PHITEX 2023 shines brightly, inspiring hope and excitement for the future of Philippine tourism.

The Tourism Promotions Board (TPB) Philippines serves as the marketing and promotional division under the umbrella of the Department of Tourism. Its primary mission is to market the Philippines as an attractive destination for leisure, MICE (Meetings, Incentives, Conferences, and Exhibitions), and investment, both within the country and on the global stage. (MCN)