PASAY CITY, PHILIPPINES — The Philippine Travel Exchange (PHITEX), the premier government-organized travel trade event led by the Tourism Promotions Board (TPB) Philippines, generated a remarkable PHP 396,215,526 (USD 7,055,182.56) in sales leads during the Travel Exchange (TRAVEX) sessions held on September 4–5, 2024, at Conrad Manila. This year’s figures represent a record-breaking 14.4% increase from last year, underscoring PHITEX’s growing influence on the future of Philippine tourism.
The exceptional numbers this year indicate a 14.4% rise from the previous year, underscoring the increasing influence of PHITEX on the prospects of Philippine tourism. The Department of Tourism (DOT) Undersecretary Shahlimar Hofer Tamano, along with TPB Chief Operating Officer Maria Margarita Montemayor Nograles, hosted the TRAVEX event at PHITEX 2024, which brought together 86 foreign buyers and 115 Philippine suppliers from emerging and major markets.
The focus of this year’s theme, “The Power of Collaboration in Tourism” was on the importance of teamwork as a foundation for development. Nograles stated during her keynote address, “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 economies.”
She also emphasized PHITEX’s global recognition, which was recognized on June 13, 2024, in Singapore at the GovMedia Conference and Awards, where it was named Public Sector Initiative of the Year for the second year in a row. Beyond commerce, we are at the forefront of sustainable tourism, which benefits all parties involved—from major players to the tiniest towns. We discussed cutting-edge subjects like the circular tourist economy, the potential of artificial intelligence to improve consumer experiences, and our dedication to being an LGBTQIA-friendly destination through the PHITEX Educational Program (PEP) Talk. Collaboration is another area in which TRAVEX excels since it connects vendors and buyers for shared success. “We have a clear mission: to advance tourism through robust partnerships,” Nograles continued.
Meanwhile, Tourism Secretary Christina Garcia Frasco graced the dinner, Christina Garcia Frasco, the secretary of tourism, was present at the dinner reception to express gratitude to the PHITEX delegates and to toast their enthusiastic participation in the event. “We would like to thank you for consistently supporting our national destinations, which enhance the quality of life for millions of Filipinos and their families. The Chief of Tourism added, “We thank you for your support for our destinations all over the country as it uplifts the lives of millions of Filipinos and their families. We raise our glasses even higher as we celebrate our nation’s recent victories at the World Travel Awards.”
On September 3, at the City of Dreams Manila, the Philippines hosted the World Travel Awards (WTA) Asia & Oceania Gala Ceremony for the first time, winning over eight recognitions.
Tours to different tourist locations serve as PHITEX 2024’s capstone, presenting the Philippines’ varied experiences to participating foreign buyers. “Travelers today seek more than just destinations. They desire experiences that connect them with local culture and communities,
experiences that teach them a skill, (and) experiences that touch their hearts. This shift underscores the importance of our ongoing collaborations with local enterprises to offer these authentic encounters–and this post-event tour is an opportunity for our international buyers to better appreciate the Philippines’ allure and what we have to offer,” affirmed Nograles.
Together with its sponsors, the National Parks Development Committee, Grab, Seda Hotels, Lumi Candles, 2GO, Philippine Airlines, and Destileria Limtuaco & Co., PHITEX 2024 was put together. as well as Papa Kape.
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