The Philippines aims to position itself as a forward-thinking and responsible tourism destination, ready to offer travelers the experiences they seek in the digital age, the Tourism department said.

This year’s Philippine Travel Exchange (PHITEX) “puts a spotlight on the country’s digitalization and sustainability efforts to meet global demands,” the Department of Tourism (DoT) said in an e-mailed statement on Monday.

The tourism industry worldwide is currently undergoing a significant digital evolution, driven by emerging technologies such as the Internet of Things (IoT).

“Amid this transformative surge, the tourism industry must be poised for action,”  Tourism Promotions Board Chief Operating Officer Marga Nograles said.

One of the key challenges in this digital transformation is striking a balance between preserving the Philippines’ rich cultural heritage and natural wonders while integrating modern technologies, she noted.

“We must not only embrace this digital evolution but also guide the way, ensuring that tradition coexists harmoniously with modernization,” she said.

DoT Secretary Christina Garcia Frasco said that the Philippines has already seen over 3.8 million international visitors as of Sept. 19, with P316.9 billion in estimated revenue. The department targets international tourist arrivals of 4.8 million this year. 

The PHITEX 2023, organized by the Tourism Promotions Board Philippines, earned P296 million in negotiated sales from local and international stakeholders last Sept. 20-21 in Cebu, according to the agency. 

It yielded P55,171,600 on its first day and P232,964,100 on the second as total income, excluding sponsorship and participation fees.

The event saw 164 seller delegates from 119 local companies, alongside 88 foreign buyers. — Miguel Hanz L. Antivola

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