The Tourism Promotions Board (TPB) Philippines, the marketing and promotions arm of the Department of Tourism (DOT), brought back the Philippine Travel Exchange (PHITEX) to Metro Manila on September 3 to 5, 2024 at the Conrad Manila.
Since its inception in 1996, PHITEX has grown into the country’s largest government-organized travel trade event, and has been held annually since 2004. It consistently attracts a global audience of qualified buyers, offering them a platform to engage with a diverse range of Philippine sellers through curated business appointments.
“Over the years, PHITEX has emerged as a pivotal annual marketing occasion that strengthens the Philippines’ brand image,” says TPB chief operating officer Maria Margarita Montemayor Nograles, reaffirming the TPB’s dedication to organizing impactful programs and events that support a thriving and sustainable tourism industry. “Our theme for this year, ‘The Power of Collaboration in Tourism,’ fosters and nurtures a spirit of strong partnerships among participants in promoting competitive, creative, and experiential tourism packages.”
The event featured a two-day, in-person Travel Exchange (TRAVEX) that brought together 89 international buyers and 116 Philippine seller companies. PHITEX also presented the PHITEX Educational Program (PEP) Talk and a series of post-event tours.
PEP Talk is a comprehensive, full-day seminar designed for sellers, local government tourism officers, industry association representatives, and the academe. This year’s theme, “Journey Together: Collaboration for Tourism Innovation,” explored subjects such as the circular economy, sustainability, community empowerment, updates on key markets, and positioning the Philippines as an LGBTQIA+ friendly destination. Resource persons included Johannes Mabulay, Gevme Philippines country manager; Eylla Laire Gutierrez, manager of the Asian Institute of Management (AIM) Center for Tourism Research; Dr. Maria Paz Alberto, Chairperson of the Pacific Asia Travel Association (PATA) Philippine chapter; Liz Ortiguera, senior adviser at the World Travel and Tourism Council (WTTC); and Philip Nucleus Sia, managing director at Competad Training and Professional Development Services and gender diversity advocate.
Recognizing the importance of “experience marketing” in captivating buyers, PHITEX offered exclusive post-event tours for international buyers, featuring nine destinations across four tour modules: Bohol-Cebu, Siargao-Bucas Grande, Iloilo-Guimaras, and CDO-Bukidnon-Davao. Additionally, a Metro Manila City Tour was held on September 6, including visits to the Philippine Travel Mart (PTM) and the Dive, Resort & Travel (DRT) Philippines at the SMX Convention Center, Mall of Asia Complex.
PHITEX 2024 also coincided with the World Travel Awards (WTA) Asia & Oceania Gala Ceremony, which the Philippines hosted for the first time. This prestigious red-carpet event was held on 0September 3 at City of Dreams Manila. The WTA is a prestigious global organization established in 1993. Renowned as the “Oscars of the Tourism Industry,” WTA recognizes and rewards excellence in the travel and tourism sector.
DOT Secretary Christina Garcia Frasco expressed her enthusiasm:“This not only marks a historical tourism milestone for our country under the Marcos administration, but also serves as a testament to the Philippines’ growing prominence and readiness to host high-caliber international events. We are glad that esteemed global organizations, like the World Travel Awards, are recognizing our capacity to deliver world-class hospitality, superior event management, and unparalleled tourism experiences.”
WTA founder Graham Cooke said before the event, “I am honored that the World Travel Awards will be heading to the Philippines for the first time, reflecting the significant strides the nation’s tourism sector is making. Manila is one of Asia’s most exciting emerging destinations, and I look forward to welcoming travel industry leaders from across Asia and Oceania to experience its many charms.”
