Tourism Promotions Board (TPB) Chief Operating Officer Margarita Nograles presented the country’s tourism promotion roadmap for 2026–2030, emphasizing a whole-of-nation approach that aligns national government agencies, local government units, private sector partners, and community stakeholders toward shared growth.
She delivered the country presentation during the NTO media briefing at the ASEAN Tourism Forum Travel Exchange (ATF TRAVEX) held last January 28 at Mactan Expo Center (MEC).
Nograles highlighted the importance of evidence-based and data-driven marketing to better understand traveler behavior and target high-value markets, while strengthening partnerships with global platforms, airlines, tour operators, and trusted media networks to amplify the Philippines’ brand presence worldwide.
Tourism rebound
The Philippines received international visitor arrivals to nearly 6.5 million in 2025, reflecting renewed global confidence in the Philippines as a destination. Tourism receipts in 2025 were estimated at ₱694 billion, with visitors staying an average of 11.9 nights and spending approximately US$122 per day—highlighting tourism’s expanding contribution to the national economy.
MICE positioning
Nograles said TPB will continue positioning the country as a premium destination for meetings, incentives, conferences, and exhibitions (MICE), citing the sector’s strong economic impact and ability to drive year-round visitation, business exchange, and investment opportunities across regions.
She noted that hosting ATF 2026—more than a decade after the Philippines last staged the forum—demonstrates the country’s readiness to welcome large-scale international events and highlights the improving infrastructure, expanding air connectivity, and growing capabilities of local destinations.
Inclusive growth
Beyond trade and promotions, she emphasized the role of tourism in inclusive growth, noting that strategic promotions aim to distribute economic benefits to emerging destinations and local communities while strengthening cultural preservation and sustainable practices.
Global recognition
Nograles added that global recognitions, increased international exposure, and collaborative storytelling with media partners will further strengthen the Philippines’ positioning as a distinctive and competitive destination in the global travel landscape.
Recent global recognitions have further elevated the Philippine tourism brand, that includes Michelin Guide recognition for Filipino cuisine; Asia’s Leading Dive Destination and Asia’s Leading Beach Destination titles at the World Travel Awards; Condé Nast Traveler Readers’ Choice Awards for Boracay, Palawan, and Siargao; recognition as Asia’s Best Retirement Haven; expanded international exposure through cultural and entertainment platforms; and the country’s award-winning participation at Expo 2025 Osaka.
Sustainable design
As TPB organized the Philippine TRAVEX booth at MEC, its design emphasized sustainability through reuse and community craftsmanship. Approximately 70 percent of the structure’s materials were repurposed from the Philippine Pavilion at Expo 2025 Osaka.
Featuring rattan architectural elements and handwoven textiles crafted by Filipino artisans, the booth carried forward award-winning design elements—including large-scale woven artworks representing Davao, Cebu, Bicol, and Ilocos—into a business-to-business setting.
This approach underscores the country’s commitment to community-based tourism, ensuring that cultural heritage, artisan skills, and locally sourced materials continue to create value within the global tourism trade.
Following TRAVEX 2026, selected Pavilion elements will be transferred to the National Museum of the Philippines, ensuring that what began as a global exhibition continues to be accessible to Filipinos and visitors in the years ahead.
Trade engagement
ATF TRAVEX featured 276 buyers from 50 countries engaging with 124 Philippine sellers through 9,500 scheduled one-on-one appointments over three days at the newly opened Mactan Expo Center. An additional 222 ASEAN exhibitors further expanded face-to-face business opportunities. More than 40 hosted foreign media joined local press in covering pre- and post-event tours, as well as regional tourism developments presented by eight ASEAN member countries during exhibition activities and NTO briefings.
