The Philippine Travel Exchange (PHITEX) is the biggest, government-organized travel trade event in the country.
Established in 1996, 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 and 2019, 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 in 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.
For the following year, the 2021 PHITEX were conducted outside of Manila, Subic played host to Philippine sellers. While, PHITEX 2022 was held in Manila. It was the first time since the pandemic that international buyers were able to physically join the event.
PHITEX Participants in the last five years:
|No. of countries||29||28||34||32||32|
This year, coming out of pandemic, the first purely physical PHITEX will be held in Cebu, after its first hosting 16 years ago. Scheduled on 19-26 September 2023 in Cebu targeting 100 buyers and 100 seller companies, the event will have a two-day face-to-face Travel Exchange (TRAVEX), PHITEX Educational Program (PEP) Talk and Pre and Post-Event Tours for Buyers.