The Department of Tourism (DOT), along with its marketing arm, the Tourism Promotions Board (TPB) Philippines, will be present at this year’s Internationale Tourismus-Börse (ITB) 2024 Convention in Berlin, Germany, leading the largest Philippine delegation to date. This delegation comprises co-exhibitors from both the public and private sectors, all tasked with promoting an enhanced Philippine experience at the 3-day business-to-business (B2B) event from March 5 to 7, 2024.
With nearly 60 delegates, including representatives from hotel and resort enterprises, destination management companies, travel and tour agencies, as well as government agencies such as the Philippine Retirement Authority (PRA) and Tourism Infrastructure and Enterprise Zone Authority (TIEZA), and local government units of Bohol, Camiguin, Negros Occidental, Siquijor, and Sipalay, Tourism Secretary Christina Garcia Frasco will lead the Philippine delegation, with TPB Chief Operating Officer Margarita M. Nograles providing assistance.
The Philippine team will conduct its B2B activities at the Philippine pavilion, which is designed with local elements ranging from mother of pearl to bamboo weave prints. Blown-up visuals and LED screens featuring award-winning destinations and hidden gems from Luzon, Visayas, and Mindanao will be displayed, following the DOT’s 7-point agenda prioritizing tourism product development and promotion equality.
During the event, guests will immerse themselves in Philippine culture through various activities. A fashion showcase by Avel Bacudio will present intricately crafted designs using traditional weaves, offering attendees the opportunity to wear them and participate in portrait sessions. The Kalumon Performing Ensemble will showcase traditional attire adorned with handmade weaves and beadwork, inviting guests to join their performances.
Furthermore, a two-night networking dinner with Philippine sellers and invited foreign buyers of ITB Berlin will be held, with the Provincial Government of Bohol sponsoring the second night and bringing the Loboc Children’s Choir to perform throughout the event.
“Our participation at ITB Berlin underscores our steadfast commitment to introducing an enhanced and unforgettable Philippine experience to the world,” stated Secretary Christina Garcia Frasco. “Driven by the vision of our President Ferdinand R. Marcos, Jr. to showcase the Filipino brand prominently, we aim to elevate and expand demand for Philippine tourism by highlighting the unparalleled beauty of our vast natural resources while advocating sustainable tourism, introducing the rich tapestry of our nation, diversity of our culture, and the renowned Filipino hospitality—the very essence that makes the world celebrate the reasons to Love The Philippines.”
In addition to showcasing the country’s various destinations and products, participating properties are also expected to offer unique Philippine packages that support sustainable and environmental initiatives.
“We understand the importance of increasing tourism numbers and revenue, but it is equally essential to offer experiences that contribute to the long-term preservation of our culture and environment,” emphasized TPB Chief Operating Officer Maria Margarita Montemayor Nograles. “While we continue to promote our country globally, sustainability remains our guiding principle.”
The Philippines’ sustainability efforts are highlighted by the City of Sipalay being nominated at the Green Destinations Top 100 Story Awards. Sipalay’s “Lakbayon Project,” an initiative by the Sipalay City Council for Women and the Sipalay City Government, has transformed Poblacion Beach from a former wasteland into a cleaner beach with a conservation area for sea turtles and a mangrove forest. It is expected to receive an award during a ceremony on the second day of ITB Berlin.
ITB Berlin, known as the world’s largest tourism trade fair, will take place from March 5 to 7, 2024, at the Berlin Exhibition Grounds, expecting to welcome 24,000 attendees from across the globe.
