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.
For the first time, despite the pandemic, TPB hosted the PHITEX 2020 Hybrid Edition last 22-24 September 2020 in Panglao, Bohol. This online travel trade show allowed tourism stakeholders from all over the world to explore new opportunities and markets as well as update global buyers with the latest Philippine tourism offerings in one hybrid e-conference environment.
PHITEX Participants in the last five years:
| 2016 | 2017 | 2018 | 2019 | 2020 | |
| Buyers | 201 | 209 | 188 | 162 | 121 |
| No. of countries | 35 | 34 | 29 | 28 | 34 |
| Sellers:
Companies |
132 |
154 |
148 |
127 |
161 |
| Delegates | 196 | 236 | 235 | 194 | 345 |
This year, TPB will again host the PHITEX Hybrid Edition scheduled on 19-23 September 2021 in Subic Bay Freeport Zone with the theme, “Beyond Business: Co-creating Safe, Smart and Sustainable Tourism”. The PHITEX 2021 Hybrid Edition will include a two-day Travel Exchange (TRAVEX), webinars, networking sessions, opening and closing ceremonies, an awarding ceremony for top-rated buyers and sellers, and other online activities to keep participants engaged.
Join us in this year’s hybrid Philippine Travel Exchange (PHITEX). Let’s reshape the future of tourism to go beyond business.
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