Philippines Showcases Culture and Tourism Strength at WTM London 2025
The Philippines is once again stepping into the global spotlight as it takes part in the World Travel Market (WTM) London 2025, one of the world’s most prestigious tourism trade events. The three-day gathering, held from November 4 to 6 at Excel London, United Kingdom, draws over 43,000 participants from across the globe and serves as a major platform for countries to showcase their tourism potential.
The Department of Tourism (DOT) announced that the Philippine delegation is led by Tourism Secretary Christina Garcia Frasco and Tourism Promotions Board (TPB) Chief Operating Officer Maria Margarita Montemayor Nograles. Together, they aim to position the country as a leading Asian destination and reaffirm its commitment to sustainable, inclusive, and experience-driven tourism.
“Our participation in the World Travel Market London is a celebration of the Filipino spirit — creative, resilient, and full of heart,” Secretary Frasco said. “In line with the vision of President Ferdinand R. Marcos Jr., we are forging partnerships that open opportunities for our tourism stakeholders and strengthen the Philippines’ position as a tourism powerhouse in Asia.”
Philippine Pavilion Showcases Multisensory Cultural Experience
At the center of the country’s participation is a 330-square-meter pavilion that immerses visitors in an authentic Filipino experience. Guests can enjoy a traditional hilot massage, sample local coffee from Benguet, Batangas, and Davao del Sur, and explore interactive showcases of iconic destinations such as Banaue, Cebu, Bohol, Bicol, Palawan, Batangas, Aklan, and South Cotabato.
According to TPB Chief Nograles, the pavilion was designed to bring the “soul of the Philippines” to London. “Beyond the sights and sounds, we want visitors to feel the warmth, creativity, and heart of the Filipino people,” she said. “This is an invitation to rediscover what makes the Philippines truly unforgettable.”
The multisensory display emphasizes the Philippines’ blend of natural beauty and cultural richness. Visitors are introduced to the nation’s deep-rooted traditions, indigenous craftsmanship, and regional flavors — a combination that continues to captivate international travelers.
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Strengthening Global Partnerships and Tourism Investments
The Philippines’ presence at WTM London is strategic, marking a renewed effort to strengthen ties with European tour operators, travel agencies, digital platforms, and investors. As part of its ongoing recovery strategy, the DOT is targeting greater exposure in long-haul markets, particularly Europe, which has shown a consistent rise in inbound interest.
By engaging international partners, the Philippines aims to attract sustainable tourism investments, foster cross-border collaborations, and promote its eco-cultural tourism programs that benefit local communities. The DOT also highlights initiatives that align with the 2030 Tourism Development Plan, focusing on innovation, inclusivity, and digital transformation.
Sustainable Tourism and Digital Innovation
The Philippines’ WTM participation aligns with its broader vision for a sustainable and tech-enabled tourism industry. The DOT has championed the integration of digital tools — from smart booking systems to AI-powered visitor analytics — to improve efficiency and enhance visitor experiences.
Secretary Frasco emphasized that digital innovation is now inseparable from sustainable growth. “Through digital tools and green practices, we are future-proofing Philippine tourism,” she said. “Our focus is not just to welcome visitors but to protect what makes our destinations extraordinary.”
Promoting Culture, Heritage, and Local Communities
A core message of the Philippines’ WTM 2025 campaign is that tourism must uplift the lives of local communities. The DOT continues to support programs that promote heritage conservation, livelihood development, and cultural preservation. By investing in these areas, the country ensures that the economic gains of tourism are shared equitably among Filipinos.
The delegation also aims to highlight the Filipino brand of hospitality, widely regarded as one of the warmest in the world. This people-centered approach continues to be a major draw for visitors who seek authentic, community-based travel experiences.
Global Recognition and Forward Momentum
The Philippines’ renewed international presence follows a string of global accolades. The country has been recognized as one of Asia’s leading dive and beach destinations by the World Travel Awards, while destinations like Palawan and Boracay continue to rank among the world’s best islands.
By participating in WTM London 2025, the Philippines reinforces its reputation as a rising force in sustainable global tourism. With its unique combination of natural wonders, digital advancement, and heartfelt hospitality, the country is poised to capture a larger share of the global travel market in the years ahead.
As Secretary Frasco concluded, “The world is rediscovering the Philippines — not just as a destination, but as an experience that transforms both traveler and host.”
