TPB COO Maria Margarita Montemayor Nograles delivers her welcome remarks. Handout
MANILA — The Philippines is seeking to turn tourism conversations into business opportunities as the Philippine Travel Exchange (PHITEX) 2026 brought together 74 foreign buyers and 102 Philippine sellers Tuesday at Conrad Manila in Pasay City.
Organized by the Tourism Promotions Board Philippines, PHITEX is the country's largest government-organized travel trade event. This year's edition carries the theme “Connecting Markets, Creating Opportunities: From Conversation to Collaboration through Sustainable Tourism Partnerships.”
The two-day event, which opened with a ceremonial gong sounding, focuses on business-to-business meetings designed to connect Philippine tourism stakeholders with buyers from key and emerging international markets.
Tourism Promotions Board Chief Operating Officer Maria Margarita Montemayor Nograles said the event is also placing greater emphasis on developing tourism products and experiences around specific market segments.
“Conversations matter, but beyond the conversation itself, we must focus on creating richer and more meaningful tourism experiences,” Nograles said during the opening ceremony.
She cited dive, golf, wellness and culinary tourism, sun and beach destinations, and English as a Second Language programs among the areas receiving greater attention.
Nograles also emphasized the importance of creating authentic tourism experiences in local communities.
“We go deeper into the hands and hearts of those who care for these destinations,” she said.
Business-to-business sessions between foreign buyers and Philippine sellers. Handout
As technology and data continue to influence how travelers plan and experience trips, Nograles said human connection remains central to Philippine tourism.
“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,” she said.
“Yet while we embrace technology and innovation, one thing remains unchanged: the importance of human connection.”
PHITEX is also giving participating buyers opportunities to experience Philippine destinations firsthand through familiarization tours.
A pre-event tour on September 7 brought buyers to heritage sites in Manila. Following the trade event, post-event tours from September 10 to 14 will take participants to Ilocos, Palawan, Cebu and Bohol, and Davao, where they will meet local tourism stakeholders and experience destinations and tourism products firsthand.