The Department of Tourism (DOT) and the Tourism Promotions Board (TPB) Philippines, formally opened the Philippine Travel Exchange (PHITEX) 2025 at Conrad Manila, bringing together 70 international buyers from 19 countries and 87 Philippine seller companies for two days of intensive business-to-business (B2B) meetings.
“To our international partners here today, the choice is undeniable. The Philippines combines natural beauty with economic strength, unparalleled hospitality, and reforms that unlock real value. When you invest here, you invest in a nation that is both resilient and rewarding, both culturally rich and economically dynamic,” Secretary Christina Garcia Frasco said in her keynote address underscoring tourism as one of the strongest investments in the Philippines today.
“When you invest here, you invest in a nation that is both resilient and rewarding, both culturally rich and economically dynamic.”
“To our Filipino stakeholders, this is our moment to show that tourism is not just livelihood—it is our pride, our advantage, and our nation’s future. The Philippines is open. The Philippines is ready. And the Philippines is where the future of tourism in Asia will take you,” the tourism chief stressed.
Citing the World Travel and Tourism Council’s 2025 Economic Impact Report, she announced that tourism is projected to contribute ₱5.9 trillion to the economy this year—equal to 21% of gross domestic product (GDP), the highest in Philippine history.
Frasco noted that this represents a 13.5% increase over pre-pandemic levels, supporting over 11.7 million jobs, nearly one in every four Filipinos. International visitor spending is expected to reach ₱709 billion, while domestic tourism is projected at ₱4.1 trillion.
“These figures are not forecasts of potential. They are evidence of performance. They prove that Philippine tourism is resilient, profitable, and central to our national growth story,” she said.
“Within the ASEAN, the Philippines is emerging as one of the most promising tourism markets.”
Frasco emphasized that within the Association of Southeast Asian Nations (ASEAN), the Philippines is emerging as one of the most promising tourism markets, carving a distinct competitive advantage through reforms, infrastructure upgrades, and expanding connectivity.
She highlighted the Philippines’ unique value proposition—its natural wonders, rich cultural heritage, and renowned hospitality—while underscoring the country’s diversification into heritage, wellness, gastronomy, Meetings, Incentives, Conferences and Exhibitions (MICE), and adventure offerings.
Frasco also pointed to key reforms fueling growth, including airport privatization, expanded visa-free access for markets like India, a forthcoming value-added tax (VAT) refund system for tourists, and the launch of a digital nomad visa to attract long-staying travelers.
“PHITEX is at the center of this progress. Last year, it generated more than half a billion pesos in business leads. However, its greater impact lies in the confidence it builds in our destinations, our industry, and the Philippines as a place to visit, to partner with, and to invest in,” Secretary Frasco declared.
For 2025, PHITEX is complemented by MICECONnect, a specialized platform connecting Philippine suppliers with 47 international MICE buyers from 21 countries and 60 Philippine seller companies. The integration signals a holistic approach to tourism promotion, positioning the Philippines not only as a leisure hub but also as a premier destination for global meetings, incentives, conventions, and exhibitions.
Following the business sessions, international buyers will embark on familiarization tours to experience firsthand the country’s most vibrant destinations in Cebu, Bohol, Ilocos, Vigan, Baguio, the Cordilleras, Boracay, Davao, and Cagayan de Oro. MICE buyers will also visit leading convention-ready venues in Metro Manila, Clark, and Cebu to showcase the country’s growing competitiveness as a MICE hub.
TPB Philippines Chief Operating Officer Margarita Montemayor Nograles welcomed the delegates and attendees. Also in attendance were DOT officials including Undersecretaries Shahlimar Hofer Tamano and Myra Paz Valderrosa-Abubakar; Assistant Secretaries Ina Zara-Loyola, Sharlene Zabala-Batin, Christine Joy Cari, and Ronald Conopio; and Director Azucena Pallugna.
