Success of the TPB at the Honors

The Tourism Promotions Board (TPB) Philippines has been highly praised for enhancing the nation’s global reputation within the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector. During the recent TDM Travel Trade Excellence Awards 2025 for Asia, they were honored with the titles for Tourism Board Campaign of the Year and Community Initiative of the Year for the Philippines.

‘We Take Your Business to Heart’ Campaign

TPB’s flagship initiative, “We Take Your Business to Heart,” positions the Philippines as a competitive venue for MICE events, transforming conventional gatherings into more engaging experiences that foster personal connections and collaboration.

This objective was reiterated in key events organized by TPB including the Philippine Travel Exchange (PHITEX) and MICEConnect. PHITEX 2025, themed “Tourism Transformed,” successfully attracted 69 buyers from 20 countries along with 88 sellers from the Philippines, further promoting the nation’s tourism potential.

MICEConnect also enhanced networking by hosting 45 buyers and 60 Philippine sellers, facilitating connections with primary MICE destinations like Clark, Cebu, and Davao.

Community-Based Tourism Initiative

The TPB has also pioneered a Community-Based Tourism (CBT) Marketing Enhancement Programme, empowering local communities to participate more actively in tourism. The program consists of four phases aimed at fostering local partnerships and storytelling through cultural engagement and training.

In 2024, the CBT initiative expanded to various regions and will continue its growth in 2025, reaching new areas such as Siargao and Palawan. The global significance of this program was highlighted at the Philippine “Woven” Pavilion during the World Expo 2025 Osaka.

The TDM Travel Trade Excellence Awards honors the highest standard of achievements within the Asian travel sector, encompassing various domains from hospitality to technology. To view the full list of winners, click here.