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.

In 2007, aside from holding it in Cebu for the first time, another component was added in the activity wherein industry experts are invited as resource speakers to discuss new trends in tourism marketing as well as marketing strategies in mature and emerging markets.

PHITEX Participants in the last 5 years