The Philippine Travel Exchange (PHITEX) is the country’s biggest, government-organized travel trade event.
Established in 1996 and patterned after the ASEAN Tourism Forum (ATF), the event hosts qualified buyers from all over the world to participate in tabletop business appointments with Philippine sellers and experience Philippine tourism destinations through pre/post tours with an end-goal of increasing tourist arrivals in the country.
PHITEX has become a major annual marketing event that further strengthens the country’s brand image and encourages participants to promote affordable and competitive tourism packages.
In 2007, aside from being held in Cebu for the first time, an educational seminar was included in the calendar of activities. The learning activity, featuring industry experts as resource speakers to discuss new trends in tourism marketing as well as marketing strategies in mature and emerging markets, is part of the program to this day.
In 2015, PHITEX was combined with MICECON, another major marketing activity headed by TPB that aims to consolidate and strengthen various sector involved in the M.I.C.E (meeting, Incentive Travel, Conventions and Exhibitions/Events) industry.
The Republic of the Philippines is an archipelago consisting of some 7,107 islands and islets lying about 800 km off the southeast coast of Asia and stretching 1,850 km from north to south. It is bounded by the Philippine Sea to the east, the Celebes Sea to the south, and the West Philippine Sea to the west and north. The Philippines takes its name from King Philip II, who was king of Spain during the Spanish colonization of the islands in the 16th century. Manila is the biggest city and the national capital. It is located in Luzon, the largest island. Only about two-fifths of the islands and islets have names, and only 350 are larger than one square mile.
The Philippines is home to about 102 million people. Filipinos comprise of 111 cultural and linguistic groups of Malay-Polynesian origin, with varying degrees of Chinese, Spanish and American influences. About 90 percent of Filipinos are Roman Catholic, with smaller numbers of Protestants and Moslems. The national language is Filipino, although English is the language of commerce and politics.