The Tourism Promotions Board of the Philippines reported a remarkable achievement at the ASEAN Tourism Forum (ATF) 2025 held in Malaysia, generating nearly $7.5 million in sales leads. This marks an 8.38% increase compared to last year.

In a recent statement, Maria Margarita Nograles, the board’s chief operating officer, emphasized, “The record-breaking sales leads reflect not just the interest in our destinations but also the trust international buyers have in the Philippines as a tourism hub, which represents a strong foundation for sustained collaboration and growth in the years to come.”

An Enchanting Showcase

The Philippines presented its pristine beaches and rich cultural heritage during the ATF Travel Exchange (TRAVEX) 2025.

Affirming its commitment to sustainable tourism, the Philippine delegation showcased 17 local exhibitors and engaged with 355 international buyers. The event featured cultural performances from Filipino talents, including Acapellago and Sindaw Performing Arts Group, alongside a four-course Filipino menu prepared by Chef Don Baldosano.

Nograles stated, “This commitment to creating experiences that connect people across borders is something we all share, and tonight’s dinner is our way of saying salamat (thank you) for your partnership, friendship, and support in championing Southeast Asia as a world-class tourist destination.”