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Philippines at ITB 2016 joins Visit ASEAN@50 pre-launch

The Philippines joined the other member countries of the Association of Southeast
Asian Nations (ASEAN) during the pre-launch of the "Visit ASEAN@50: Golden
Celebration" campaign at the recently-concluded Internationale Tourismus Brse (ITB)
2016 in Berlin, Germany.
As announced earlier in January during the ASEAN Tourism Forum in Manila, the
Visit ASEAN@50 will feature the regions 50 best festivals and the 50 most memorable
travel experiences within the ASEAN countries.
Special tour packages and travel initiatives in collaboration with partners will be
rolled out to showcase the diversity of cultural, heritage and natural assets amongst the
countries. It will be targeted at high yield regional and long-haul source markets.
Department of Tourism (DOT) Undersecretary Benito C. Bengzon, Jr. led the 60man delegation representing government and private sector. The group reported positive
feedback from their B2B meeting counterparts and other visitors at the Philippine Pavilion.
The pre-launch takes great advantage of the ITBs huge international exposure.
We are looking at the ripple effect potentially through the 5,000 media delegates
representing 75 nations, many of which are travel savvy. The success of the program will
definitely push the other initiatives that promote economic integration in the region,
Bengzon said.
The undersecretary was also a speaker at the Berlin Economic Forum, organized
by the Institute for Cultural Diplomacy in Germany. The conference covered topics such as
creative economies, sustainable tourism and responsible foreign investments. The forum
also emphasized the use of cultural diplomacy practices in these fields and the importance
of this for the success of the nation branding activities. The undersecretary discussed the
more fun brand and sustainable tourism initiatives, among others. Speakers and
delegates during the conference included government officials, economists, diplomats,
academicians, writers, politicians and representatives from the private sector.

DOT Media Release

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Asia/Australia/Oceania of the 16th Best Exhibitor Awards. Rising from the 9th place in
2015, the Philippine Pavilion was styled according to a nature-inspired design. The
essence is interpreted as a modern, graphical representation of soaring trees in
transparent layers accompanied by artisanal furnishing and lighting fixtures display by the
creative team of Pavilion designer Budji Layug and architect Royal Pineda of
BUDJI+ROYAL Architecture+Design, Kenneth Cobonpue, Maricris Brias of Tadeco and
Celia Jiao of Schema.
To be chosen among 11,000 exhibitor booths is an enormous feat. This speaks
highly of the creative team and the Tourism Promotions Board (TPB) led by Chief
Operating Officer Domingo Ramon C. Enerio III, who oversaw the selection of the team
and perfect execution of the vision. With this award, the country sustains its image as a
veritable source of talents, quality products and business solutions, particularly in the
creative industry, the Undersecretary said.
ITB is known as the worlds largest travel fair and foremost business platform for
global touristic offers. There were about 11,000 exhibitors and a total of 196,000 visitors.
Participants include hotels, tourist boards, tour operators, system providers, airlines and
car rental companies.

Jazmin C. Esguerra
Director, Media and Communications Service
+63 2 459-5200 local 308
Email Address:

The winning Philippine Pavilion


Visit ASEAN@50 pre-launch at the ITB with tourism ministers and other officials
of the ten member countries.

DOT Media Release

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DOT Undersecretary Benito C. Bengzon, Jr. delivers his presentation before

the audience at the Berlin Economic Forum.
The winning Philippine Pavilion

DOT Media Release

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