The Philippines achieved remarkable success at this year’s World Travel Market (WTM), held from Nov. 5 to 7 at the ExCel Convention Center in London, generating PHP 429,649,868 in sales leads.
These partial figures already represent an increase of over PHP 170 million from last year’s participation.
The Department of Tourism (DOT), through the Tourism Promotions Board (TPB) Philippines, led a delegation of three government agencies and 22 private sector exhibitors, including tour operators, destination management companies, hotels, and resorts, effectively positioning the Philippines as a tourism powerhouse 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 showcased award-winning destinations and cultural experiences, reinforcing the “Love the Philippines” campaign.
Engaging Global Media and Industry Leaders
The Philippine Pavilion, with its interactive booth activations, attracted significant attention from major media outlets over the three-day event, amplifying the Philippines’ visibility on the global stage.
Activities such as the Paoay Church photo booth, traditional hair threading, and Filipino snack tastings allowed visitors to experience Filipino culture and hospitality firsthand, enhancing their appreciation for the country’s unique offerings.
COO Nograles expressed her pride in the delegation’s accomplishments, saying, “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 critical 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 focused on attracting travelers while fostering partnerships and investment opportunities, paving the way for sustainable tourism growth.
The Philippines’ success at WTM 2024 underscores 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.
