SHANGHAI, Sept. 17, 2026 /PRNewswire/ -- With the goal of strengthening tourism and business ties between the Philippines and Greater China, the Department of Tourism (DOT) Shanghai Office and the Tourism Promotions Board (TPB) Philippines successfully organized the Philippine Business Mission to Greater China 2026, generating a total of Php 452,706,233.9 in sales leads.
Marking PBM's return after the pandemic, the initiative was held from August 17 to 21 across Hong Kong, Xiamen, and Shanghai, featuring business-to-business meetings, destination briefings, and product updates.
In Hong Kong, 27 seller companies and 36 buyer companies participated, resulting in PHP 68,838,840.00 in sales leads. In Xiamen, 26 seller companies and 45 buyer companies took part, with PHP 206,185,155.91 in sales leads recorded. Meanwhile, in Shanghai, 26 seller companies and 38 buyer companies participated, accounting for PHP 177,682,237.99 in sales leads. The local buyers comprised online travel agencies, airlines, and other tourism stakeholders.
TPB Chief Operating Officer Maria Margarita Montemayor Nograles reiterated the importance of strengthening partnerships and translating market opportunities into sustained tourism growth.
"As we strengthen our presence in Hong Kong, Xiamen, and Shanghai, we are creating more opportunities for Philippine tourism stakeholders and building partnerships that go beyond this business mission," Nograles said. "The sales leads generated reflect renewed demand for Philippine travel experiences and the growing confidence among our partners in bringing more visitors to our destinations. We will continue to work closely with our industry partners to convert these opportunities into arrivals, investments, and meaningful travel experiences that benefit local communities across the Philippines."
China remains one of the Philippines' most important tourism source markets and a key contributor to the industry's continued growth and recovery. According to the Department of Tourism, from January 1 to August 22 this year, the country welcomed 300,949 tourists from China, representing a 69.38% increase from 177,674 arrivals recorded in 2025.
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The Tourism Promotions Board (TPB) Philippines is an attached agency of the Department of Tourism, mandated to market and promote the country both domestically and internationally as a world-class tourism and MICE destination. This is carried out through strategic partnerships with public and private stakeholders, anchored on travel trade shows and business meetings. For more information, please visit www.tpb.gov.ph.
