The Tourism Promotions Board (TPB) Philippines opened 2025 with its annual Pasasalamat event on January 27 at the historic Centro de Turismo in Intramuros, celebrating the invaluable contributions of media professionals and content creators in elevating the country’s tourism industry.
The event, held in the newly revitalized Centro de Turismo, served as a tribute to the storytellers who have helped spotlight the Philippines on the global stage. TPB Chief Operating Officer Maria Margarita Montemayor Nograles underscored the significance of collaboration in the industry’s success. “Pasasalamat is our way of recognizing the contributions of our partners in sharing the wonders of the Philippines,” she said. “Through your dedication, we’ve reached new heights and inspired travelers to explore our country.”
TPB highlighted its milestone achievements in 2024, including PHP 11.3 billion in sales leads—an impressive 44.8% increase from the previous year. Global travel fairs such as ITB Berlin and the World Travel Market in London contributed PHP 918 million in leads, while strategic media partnerships with major networks like GMA 7, ABS-CBN, CNN, Bloomberg, and Euronews generated PHP 1.44 billion in media values.
Adding to the celebration, Department of Tourism (DOT) Secretary Christina Frasco emphasized the unprecedented growth of the tourism sector in 2024. International visitor receipts reached a record-breaking PHP 760 billion, with tourists spending an average of 2,073 USD per capita and staying longer—from nine nights in 2019 to 11 nights in 2024. “Tourism is an expression of who we are as Filipinos. Together, let us show the world that the Philippines is not just a destination but a feeling, a love that lasts beyond the journey,” she said.
The TPB also played a vital role in the Meetings, Incentives, Conventions, and Exhibitions (MICE) sector, hosting MICEFORM 2024 in Clark, which generated PHP 2.8 billion in sales leads. To sustain this momentum, the agency launched the MICE to the World initiative, positioning the Philippines as a leading global destination for business events.
Adding star power to the evening, international personalities such as 13 Reasons Why actor Timothy Granaderos, Crazy Rich Asians star Nico Santos, Broadway’s Aladdin Josh de la Cruz, and Korean actor Kim Ji Soo were recognized for their roles in promoting Philippine tourism. Music icons like LANY were also honored for their influence in establishing the country as a vibrant cultural destination.
Beyond marketing, TPB’s Community-Based Tourism Marketing Enhancement Program empowered grassroots communities, particularly in Bicol and CALABARZON, through workshops aimed at sustainable tourism development. The DOT also launched initiatives such as marine conservation programs for dive tourism and the construction of 32 tourist rest areas, further strengthening accessibility and sustainability efforts.
The Pasasalamat event was not only a moment of reflection but also a call to continue fostering innovation, collaboration, and sustainable tourism. As TPB and its partners move forward, the agency remains committed to positioning the Philippines as a premier global destination, one story at a time.
