Philippine Tourism Mission Secures US$7.9 Million in China Travel Leads

Mission Generates Substantial Sales Leads

The Philippines' recent business mission to Greater China, held from 17 to 21 August, resulted in 452.7 million pesos (US$7.9 million) worth of sales leads for the country's travel sector.

The Philippine Business Mission to Greater China 2026, organised by the Department of Tourism (DoT) Shanghai Office and the Tourism Promotions Board (TPB) Philippines, re-established direct engagement with the Chinese travel trade after the pandemic-induced hiatus.

The initiative involved business-to-business (B2B) meetings, destination briefings, and updates on Philippine tourism products, connecting sellers with key buyers across Hong Kong, Xiamen, and Shanghai.

Breakdown of City-Specific Engagements

The mission's engagements across the three Chinese cities contributed varying amounts to the total sales leads. In Hong Kong, 27 Philippine sellers met 36 buyers, generating 68.8 million pesos. Xiamen proved to be the most lucrative stop, with 26 sellers connecting with 45 buyers to secure 206.2 million pesos in leads.

Shanghai followed, where 26 sellers and 38 buyers recorded 177.7 million pesos in potential business. Participating buyers included online travel agencies (OTAs), airlines, and other stakeholders within the tourism industry, indicating a broad interest in Philippine travel offerings.

Growth in Chinese Visitor Arrivals

This successful trade mission coincides with a notable increase in Chinese visitor arrivals to the Philippines. According to data released by the Department of Tourism, the country welcomed 300,949 Chinese visitors between 1 January and 22 August this year.

This figure marks a significant 69.38 per cent rise from the 177,674 Chinese arrivals recorded during the same period in 2025, demonstrating growing confidence and demand from the Chinese market. The consistent growth provides a strong foundation for converting the generated sales leads into actual bookings and tourist numbers.

Outlook for Philippine Tourism Partnerships

Maria Margarita Montemayor Nograles, Chief Operating Officer of the TPB, stated that the leads reflect renewed demand for Philippine travel experiences and increasing confidence among partners to bring more visitors.

She added that strengthening the Philippines' presence in Hong Kong, Xiamen, and Shanghai creates further opportunities for stakeholders and builds enduring partnerships.

The TPB intends to collaborate closely with industry partners to convert these opportunities into increased arrivals, investments, and meaningful travel for local communities across the Philippines, solidifying its position in the vital Greater China market.