The Tourism Promotions Board (TPB) of the Philippines reports that the country’s participation in various global tourism events generated around $193.4 million in sales leads.

Maria Margarita Nograles, TPB’s Chief Operating Officer, noted this reflects a 44.8 percent increase from 2023, attributing success to a government initiative aimed at providing tourists with authentic experiences in the country.

Nograles stated: > “Last year, we hit our biggest sales leads ever in the agency at 11.3 billion just from our trade shows. This year, we want to craft unique, world-class experiences to highlight what the Philippines has to offer.”

She emphasized the growing global interest in the Philippines’ offerings.

Focus on the Middle East

Nograles added that the TPB is preparing to enhance its presence at the Arabian Travel Mart to attract more inbound tourists from the Middle East:

“We must not lose our presence in Dubai, and we will enhance our activities there as much as our budget allows.”

Apart from international trade events, the TPB continues to promote local tourism through community-based initiatives, ensuring that they provide equal promotional opportunities across all Philippine destinations. Nograles reiterated:

“We are directed by our secretary to equally promote all destinations, while not forgetting that Boracay remains an award-winning island we continue to market.”