PHITEX 2023 generates over P296 million sales

CEBU, Philippines — The recently concluded Philippine Travel Exchange (PHITEX 2023) in Cebu has generated over P296 million in negotiated sales during its two-day tabletop meetings between international buyers and local stakeholders.

Held last September 20-22 at the Fili Hotel at Nustar Cebu, the event brought about a total of 164 seller delegates from 119 Philippine companies and 88 buyers from 19 countries around the world.

Yielding P55,171,600 on Day 1 and P 232,964,100 on Day 2, this year’s edition of PHITEX generated a grand total of P296,213,032 in the projected income including proceeds from sponsorship and participation fees.

Organized by TBP, PHITEX showcased the Philippines’ finest tourism attractions, establishments, services, and products to a global audience.

In her speech during the PHITEX opening ceremony,  Department of Tourism (DOT) Secretary Christina Garcia-Frasco emphasized the country’s success in tourism recovery, citing the arrival record of over 3.8 million international visitors as of September 19, 2023 and over PHP 316.9 billion in estimated revenue.

Noting that PHITEX was inclusive of international buyers, Frasco expressed in her speech what makes the Philippines different as a destination: “The inclusivity of this program beckons international buyers to explore the rich diversity that our country has to offer.

But what truly sets us apart as a tourism destination is no other than the best asset of Philippine tourism—the Filipino people.”

This year, PHITEX embraced the theme, “Tourism Sustainability in the Era of Internet of Things (IoT),” putting a spotlight on the country’s digitalization and sustainability efforts to meet global demands.

TPB Chief Operating Officer Marga Nograles headlined the need for Philippine tourism to go beyond business transactions, mentioning the TPB’s efforts to arrange post-tours involving visits to diverse community-based tourist sites that will introduce participating international buyers to grassroots initiatives along with local textiles, culinary treasures, and other eco-tourism activities.

“Amid this transformative surge, the tourism industry must be poised for action. We must not only embrace this digital evolution but also guide the way, ensuring that tradition coexists harmoniously with modernization,” Nograles said in line with the expanding IoT that is redefining the whole industry and the tourist experience.

Apart from B2B (business-to-business) PHITEX also functions as an innovative knowledge-sharing platform to local stakeholders and academia members in the field of tourism through its Philippine Educational Program (PEP) Talk.

This year’s installment, held at Jpark Island Resort and Waterpark in Lapu-Lapu City, covered the latest advancements in IoT, data privacy, and circular economies with speakers such

as Maria Raisa Ysaac-Orbon, Chief Marketing Officer of Packetworx Inc.; Maricel Gatchalian-Badilla, PhD., Associate Professor of UP Asian Institute of Tourism; Atty. Francis Euston R. Acero, Vice President and Data Privacy Officer of Meralco; Barry Lim, Senior Director, Public Sector and Government Practice, Frost and Sullivan-Singapore; and Geoff Andres, Property President of the City of Dreams Manila provides expertise, competencies, and knowledge in line with the most current tourism trends and sustainability initiatives that can be effectively implemented in the digital era.

Promoting gender equality, empowerment, and inclusivity was also discussed by Dawn Mendoza, Program Manager of the Philippine Financial and Inter-Industry Pride, in her talk on Exploring Gender Dynamics in Tourism.

PHITEX is a signature travel trade show of the TPB. The event brings together international buyers and local tourism stakeholders in a business-matching environment for individual or group bookings with Philippine companies. — (FREEMAN)