The Tourism Promotions Board (TPB) of the Philippines is stepping up destination promotions across key markets, including Europe, to build trade interest in attending the ASEAN Tourism Forum (ATF) 2026.
“The aim is to build anticipation for TRAVEX (the B2B meeting component of ATF), attract a strong delegation of buyers and media participants, and position the Philippines as a premier travel and investment destination in South-east Asia,” said TPB’s chief operating officer, Margarita M Nograles.
She told TTG Asia that TPB is looking to invite 400 international buyers for TRAVEX, tentatively scheduled on January 28 to 30 next year in a new convention centre in Mactan, Cebu.
Promotional efforts will focus on the Philippines’ top tourism source markets, particularly in Asia, North America, and Europe.
For Europe, priority markets include Germany, a key long-haul source market with strong interest in beach, nature and cultural experiences, and the UK, a growing market for luxury and adventure, Nograles enthused.
The Philippine delegation at ITB Berlin 2025 this week, led by Nograles, hosted a Networking Night on March 4 for private stakeholders, trade buyers, and tourism officials.
Overall, TPB will leverage a multi-platform promotional strategy, including trade and consumer activations at international travel fairs and roadshows; digital marketing campaigns targeting key travel markets; strategic partnerships with global media and influencers; fam trips and post event tours for hosted buyers and media; and integrated PR and advertising campaigns highlighting the Philippines’ diverse offerings.
Nograles said the strategy highlights a mix of award-winning and world-renowned destinations of Palawan, Boracay, Cebu and Bohol as well as emerging and hidden gem destinations under the Philippine Experience Program (PEP) wherein tours showcase specific destinations’ culture, heritage and arts.
Also to be spotlighted are Filipino gastronomy and unique regional flavours which have started getting recognised in global kitchens; business events emphasising Cebu as a premier business events hub; offbeat adventure tourism including diving, trekking and ecotourism experiences; music and entertainment tourism highlighting Filipino talent and vibrant festivals.
There will also be 5D4N post-tours for hosted buyers and 100 media participants from all over the world.
