Philippines Promotes Tourism at ITB Berlin 2025, Highlights Rising Demand for Authentic Travel
The Philippines sent a strong delegation of private tourism stakeholders to the Internationale Tourismus-Börse (ITB) Berlin 2025, the world’s largest travel trade fair, held from March 4 to 6, 2025.
According to the Tourism Promotions Board (TPB), the Philippine delegation included representatives from 29 private tourism agencies and one government firm, led by TPB Chief Operating Officer Maria Margarita Montemayor Nograles. The TPB serves as the marketing arm of the Department of Tourism (DOT).
"ITB Berlin provided an invaluable platform for us to engage with global stakeholders, highlight the unique selling points of our destinations, and position the Philippines as a premier travel choice," said Nograles. "With a strong lineup of exhibitors, cultural activations, and business engagements, we elevated the Philippines' presence on the global stage."
The Philippines aims to attract 8.4 million international tourists this year, although the DOT has indicated it may adjust its targets after falling short of its 7.7-million visitor goal in 2024.
Sonia Lazo, managing director of Intas Destinations, entertains travel buyers from Europe at the Philippines booth at the ITB Berlin.
Demand for Authentic, High-Quality Travel
Ahead of the event, ITB Berlin released its World Travel Monitor (WTM), which was prepared by a partner think tank, IPK International. The report noted that global interest in outbound travel remains strong in 2025, with many destinations regaining pre-pandemic visitor levels and others showing potential for further growth.
The report highlighted that personal experiences and satisfaction levels are key factors when selecting a destination. High-quality accommodation, comfort, and service received particularly positive feedback, while beautiful surroundings, good food, and cultural highlights were also cited as essential to a fulfilling travel experience. “These trends show that demand for authentic and high-quality travel experiences will continue to shape the industry,” the report noted.
In 2024, international tourism grew by 13 percent, reaching pre-2019 levels and signaling a full recovery of the industry. Asian travelers played a significant role in this rebound, with outbound travel from the region increasing by 33 percent — though still 15 percent below pre-pandemic highs.
Hotels Lead the Market
Spain, the United States, Germany, France, and Italy remained the top travel destinations in 2024, followed closely by Mexico, Turkey, the United Kingdom, and Austria.
"Holidays remain the primary reason for travel abroad," the report stated. Sun and beach vacations, city breaks, and round trips, which allow travelers to explore multiple locations in one trip, were particularly popular. Business travel, especially for Meetings, Incentives, Conferences, and Exhibitions (MICE), also showed sustained growth.
Hotels continue to dominate as the preferred accommodation choice over vacation rentals, with direct bookings increasing. “Most travelers still prefer traditional hotels for their reliable service and wide range of amenities. However, alternative accommodations such as holiday apartments and private rentals are gaining traction," the report added.
Strong Hotel Investment in the Philippines
This trend bodes well for the Philippines, where 158 new hotels and resorts with over 40,000 keys are set to open in the coming years, attracting an estimated P250 billion in private investments.
Among the top developers driving this growth in hotels and resorts are:
- DoubleDragon Corp. – 4,324 keys
- Megaworld Hotels and Resorts – 3,889 keys
- Hann Philippines – 2,850 keys
- The Henann Group – 2,800 keys
- Anchor Land Holdings – 2,270 keys
- SM Hotels and Conventions Corp. – 1,723 keys
- AppleOne Properties Inc. – 1,063 keys
- Robinsons Hotels and Resorts – 1,016 keys
- Cebu Landmasters Inc. – 899 keys
- Ayala Land Hotels and Resorts Corp. – 889 keys
The WTM also noted a shift toward direct bookings with accommodation and transport providers. Over 90 percent of travelers now book their stays in advance, with direct bookings increasing as travelers seek greater flexibility and control over their travel plans.
The 2025 ITB Berlin, held at Messe Berlin, featured over 5,500 exhibitors from 170 countries and regions, attracting approximately 100,000 participants. This year’s theme was "The Power of Transition Lives Here."
