Philippine Travel Exchange (PHITEX) is the biggest government organized travel trade event in the country first held in 1996. Patterned after the ASEAN Tourism Forum, this event host qualified international buyer delegates all over the world to participate in table-top business appointments with accredited Philippine tourism suppliers. Invited foreign participants are also given a chance to experience what the country can offer as a tourism destination during pre and post tours featuring key Philippine attractions and destinations.
After 5 years’ hibernation, PHITEX made a successful comeback in 2004 and since then became 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 holding it in Cebu for the first time, another component was added in staging of PHITEX, the Educational Seminar. This is a learning activity wherein in industry experts were invited as resource speakers to discuss new trends in tourism marketing as well as marketing strategies in mature and emerging markets.
In 2015, PHITEX was combined with MICECON, another major marketing activity headed by the Tourism Promotions Board that aims to consolidate and strengthen various sector involved in M.I.C.E (Meeting, Incentive Travel, Conventions and Exhibitions/Events) industry.
PHITEX Participants in the last 5 years
| 2010 | 2011 | 2013 | 2014 | 2015 | 2016 | |
| Buyers | 200 | 151 | 159 | 194 | 185 | 201 |
| No. of countries | 25 | 23 | 30 | 30 | 35 | |
| Sellers:
Companies |
111 |
123 |
108 |
127 |
140 |
132 |
| Delegates | 200 | 207 | 166 | 197 | 217 | 196 |
In 2012, TPB/DOT opted not to have PHITEX to give way to the hosting of PATA Travel Mart in the Philippines.
2017 will bring another important and exciting changes to PHITEX:
- TRAVEX will be held before the Philippine Travel Mart
- TRAVEX will be staged for one and half days, yielding a total of 40 pre-arranged business sessions
- No more pre-tours but Metro Manila half day tours will be offered on the afternoon of 31 August 2017
