The Tourism Promotions Board (TPB) Philippines is optimistic about attracting more international tourists after it generated P436.33 million in sales leads, up 8.38 percent from 2023, at the ASEAN Tourism Forum (ATF) 2025 Travel Exchange (TRAVEX).
The ATF 2025 was held from Jan. 15 to 17, 2025, in Johor Bahru, Malaysia.
TPB chief operating officer Maria Margarita Montemayor Nograles expressed confidence in the potential for meaningful business opportunities, emphasizing the high quality of connections made during the event.
She said the record-breaking sales leads “reflect not only the strong interest in our destinations but also the trust international buyers place in the Philippines as a premier tourism hub.”
“This sets a solid foundation for continued collaboration and growth in the years ahead,” said Nograles.
The ATF is the largest annual tourism event in the ASEAN region, bringing together key tourism stakeholders including policymakers, industry leaders and service providers.
The Philippines showcased its diverse travel offerings, from pristine beaches to vibrant cultural heritage, while highlighting its commitment to sustainable tourism practices during the event.
The Philippine delegation composed of 17 local exhibitors, representing travel agencies, hotels, resorts, MICE venues and an airline engaged with 355 international buyers at the ATF TRAVEX.
Department of Tourism Secretary Christina Garcia Frasco accepted the chairmanship of the ATF 2026 during a ceremonial handover at the close of ATF 2025 on Jan. 20, 2025 at the Johor International Convention Center.
The Philippines will host ATF 2026 in Cebu, with pre-event meetings scheduled in Manila and Boracay.
