The Philippines celebrated significant achievement at this year’s World Travel Market (WTM), which took place from November 5 to 7 at the ExCel Convention Center in London, United Kingdom.

The country generated an impressive PHP 429,649,868.00 in sales leads. Although these numbers are still incomplete, they already show an increase of over PHP 170 million compared to last year’s participation.

The Department of Tourism (DOT), along with the Tourism Promotions Board (TPB) Philippines, led a group consisting of three government agencies and 22 private sector exhibitors, which included tour operators, destination management companies, hotels, and resorts. This delegation effectively highlighted the Philippines as a leading tourism destination in Asia.

WTM 2024 provided a premier platform for the Philippines to present its diverse tourism offerings and connect with global industry leaders. Led by DOT Secretary Christina Garcia Frasco and TPB Chief Operating Officer Maria Margarita Montemayor Nograles, the Philippine delegation highlighted award-winning destinations and cultural experiences, reinforcing the ‘Love the Philippines’ campaign.

Engaging Global Media and Industry Leaders

The Philippine Pavilion and its interactive booth activations attracted attention from major media outlets during the three-day event, effectively amplifying the Philippines’ visibility on the international stage.

Moreover, engaging activities like the Paoay Church photo booth, traditional hair threading, and Filipino snack tastings allowed visitors to experience the warmth of Filipino culture and hospitality firsthand, enhancing their appreciation for the country’s unique offerings.

COO Nograles expressed her pride in the delegation’s accomplishments, “WTM 2024 allowed us to showcase the Philippines’ wealth of cultural, natural, and adventure experiences. Our team is deeply honored to represent the Philippines on this global platform and to bring to life the essence of Filipino warmth, creativity, and resilience.”

With the United Kingdom as one of the Philippines’ top source markets, WTM 2024 provided a key platform to strengthen ties with the European travel community. The Philippines’ sustained presence aligns with trends in the UK outbound travel market, projected to reach USD 90.46 billion in 2024, with travelers increasingly seeking destinations that offer value, natural beauty, and authentic experiences. The delegation’s efforts focused on attracting travelers while fostering meaningful partnerships and investment opportunities, paving the way for sustainable tourism growth.

The Philippines’ success at WTM 2024 highlights its commitment to sustainable, community- driven tourism and its vision of becoming Asia’s leading travel destination, offering each visitor an authentic experience of the country’s rich cultural heritage and natural beauty.

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