PHITEX 2026 To Create Sustainable Tourism Opportunities

PHITEX 2026 opens with the ceremonial sounding of the gong

The Tourism Promotions Board (TPB) Philippines officially opens the Philippine Travel Exchange (PHITEX) 2026 today, September 8, with the ceremonial sounding of the gong at Conrad Manila, Pasay City, signaling the start of the country’s largest government-organized travel trade event.

Carrying this year’s theme, “Connecting Markets, Creating Opportunities: From Conversation to Collaboration through Sustainable Tourism Partnerships,” PHITEX 2026 places greater emphasis on meaningful B2B engagement between 74 foreign buyers from the country’s key and emerging markets and 102 Philippine sellers.

Through curated business meetings, the event aims to foster partnerships, create concrete tourism opportunities, and support sustainable tourism development in local communities.

Amid a changing travel landscape, it is essential to keep the conversations around travel authentic and relevant. Sustaining meaningful and truthful dialogue helps maintain interest in travel and keeps the audiences inspired to explore the Philippines and its 7,641 islands.

TPB COO Maria Margarita Montemayor Nograles delivers her welcome remarks

“Conversations matter, but beyond the conversation itself, we must focus on creating richer and more meaningful tourism experiences,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles in her welcome remarks. “This is why we continue to place greater emphasis on product-focused segments, such as dive, golf, wellness and culinary, sun and beach, English as a Second Language or ESL, while alongside it, we craft authentic experiences within our communities. We go deeper into the hands and hearts of those who care for these destinations.”

Strengthening connections in a digital age

During the opening ceremony, Nograles highlighted how technology and data continue to reshape the travel industry.

“Digital tools will help us understand traveler behavior, and at the same time, innovation can help tourism businesses and destinations respond more effectively to changing expectations,” Nograles said. “Yet, while we embrace technology and innovation, one thing remains unchanged: the importance of human connection. That is what we are doing here today. It is still the Filipino who will welcome visitors with warmth and hospitality. It is the local guide who shares the stories behind a heritage site. It is the tourism entrepreneur who creates memorable experiences. And it is the communities themselves who give each destination its character, authenticity, and soul.”

Business-to-business sessions between foreign buyers and Philippine sellers

PHITEX reinforces the value of firsthand knowledge through its pre- and post-event familiarization tours. As part of the pre-tour on September 7, buyers explored the heritage sites in Manila, while the post-event tours will take them to Ilocos, Palawan, Cebu and Bohol, and Davao. These experiences allow them to engage directly with local tourism stakeholders and gain insights that technology alone cannot provide.

PHITEX will run from September 8 to 9, followed by post-event familiarization tours from September 10 to 14, 2026.

First established in 1996, PHITEX continues to strengthen links between Philippine tourism stakeholders and global markets, fostering partnerships that drive competitive products, deeper market engagement, and sustainable opportunities for local communities.