The Philippine Business Mission to Greater China 2026 has generated 452.7 million pesos (US$7.9 million) in sales leads from travel trade engagements in Hong Kong, Xiamen and Shanghai.
Organised by the Department of Tourism (DoT) Shanghai Office and Tourism Promotions Board (TPB) Philippines, the August 17 to 21 mission marked the initiative’s return following the pandemic, with B2B meetings, destination briefings and product updates.
The Hong Kong leg brought together 27 Philippine sellers and 36 buyers, generating 68.8 million pesos in sales leads. In Xiamen, 26 sellers met with 45 buyers and generated 206.2 million pesos, while 26 sellers and 38 buyers in Shanghai recorded 177.7 million pesos in leads.
Participating buyers included OTAs, airlines and other tourism stakeholders.
The business mission comes as the Philippines records growth in arrivals from China. From January 1 to August 22, the country welcomed 300,949 Chinese visitors, up 69.38 per cent from 177,674 over the same period in 2025, according to the DoT.
“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,” said TPB COO Maria Margarita Montemayor Nograles.
“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.”
