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Experiential travel was the main topic at this year’s Philippine Travel Exchange (PHITEX) as the Tourism Promotions Board (TPB) highlighted destinations that would offer highly immersive experiences to travellers.
According to TPB chief operating officer Maria Margarita Nograles: “[Travel buyers] are really looking to see more experiential travel into the Philippines. [These include immersive] experiences in indigenous communities and our culture, as well as skill-driven experiences. We’re working with private sector sellers to craft these experiences because global data shows us that this is what the world is looking for now.”
Nograles likewise expressed optimism that this year’s PHITEX would enable the Philippine tourism sector to surpass the PHP250 million in travel sales seen last year.
A diverse turnout
A total of 115 Philippine sellers joined this event, as well as 97 foreign buyers. Participants included representatives from destination management companies (DMCs), tour operators, and travel agencies.
Eleven came from the country’s emerging markets, namely, the UAE, Macao, Indonesia, Turkey, France, and Spain. The rest came from key markets, namely, South Korea, Japan, China, Australia, Singapore, Malaysia, Taiwan, Hong Kong SAR, the United States, Canada, India, United Kingdom, and Germany.
Nograles pointed out: “This year, we have a lot of Indian buyers. I think they are the most that joined us this year. We’re also looking to tap into the Indian market, Indian weddings and understanding what they are looking for.”
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