Philippines Nets PHP262M Sales Leads From Japan Mission

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TOKYO — The Philippine Business Mission to Japan 2025 concluded with PHP262.8 million in sales leads, marking a 43.08% increase from PHP183.7 million in 2023.

Held June 9 in Osaka and June 11 in Tokyo, the mission focused on exploring new markets and forging partnerships to boost Japanese tourist arrivals in the Philippines.

The event included business-to-business meetings, travel seminars, and networking receptions, starting at the Imperial Hotel Osaka and ending at The Prince Park Tower Tokyo.

The Philippine delegation featured 46 sellers in Osaka and 42 in Tokyo, representing tour operators, beach resorts, hotels, eco-wellness destinations, and airlines.

PBM facilitated 1,282 business deals with 185 Japanese buyers across both cities.

Launched in 2005, PBM is a flagship initiative of the Tourism Promotions Board Philippines in partnership with the Department of Tourism.

It aims to grow the Philippines’ visibility and market share in Japan, currently the country’s third-largest source of foreign visitors.

This year’s edition renewed PBM’s call to explore the Philippines as Asia’s most diverse island destination.

“We deeply value Japan’s sustained interest in the Philippines’ natural beauty and our shared vision for immersive, meaningful, and sustainable tourism,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles.

Nograles said the 2025 mission highlights both countries’ collaborative efforts to rebuild and deepen tourism partnerships.

“The enthusiastic turnout and the business deals generated at PBM underscore Japan’s position as one of our most valued markets,” she said.

“Through PBM, we promote our destinations, strengthen trust, and invite Japanese guests to rediscover the richness and diversity of the Philippines.”

The delegation included key hotel and resort partners such as AyalaLand Hospitality, bai Hotel Cebu, Diamond Hotel Philippines, Fili Hotel NUSTAR Cebu, Goldberry Suites & Hotel Cebu, Hotel 101 Group, Hotel Luna, Makati Diamond Residences, Marco Polo Plaza Cebu, Newport World Resorts, Novotel Manila Araneta City, Okada Manila, Raffles and Fairmont Makati Hotel, Savoy and Belmont Hotel Mactan, Solaire Resort Entertainment City, Solaire Resort North, The Manila Hotel, and Waterfront Hotels and Casinos.

Also participating were Amorita Resort, Badian Island Wellness Resort, BE Hotels and Resorts, Bluewater Resorts, Bohol Beach Club, Costabella Tropical Beach Hotel, Crimson Hotels and Resorts, Henann Regency Resort and Spa, Jpark Island Resort & Waterpark Cebu, Paradise Garden Resort Hotel & Convention Center Boracay, Plantation Bay Resort and Spa, Shangri-La Mactan Cebu, Sheraton Cebu Mactan Resort, Solea Hotels & Resorts, Tambuli Seaside Resort and Spa, The Bellevue Hotels and Resorts, The Lind Boracay, and The Reef Island Resort Mactan.

Travel agencies and tour operators included Amazing Trails Travel Co. Ltd., Attic Tours Phils Inc., Grand Country Tours and Travel, and PGS Travel and Tours Inc.

Philippine Airlines and Cebu Pacific represented the airline sector.

The public sector showed strong support, including representatives from the Tourism Infrastructure and Enterprise Zone Authority and regional offices of the Department of Tourism from Regions III, IV-A, the Cordillera Administrative Region, V, VI, and VII.

Building on PBM Japan’s success, TPB will bring the next leg of the mission to Busan, Daejeon, and Seoul, South Korea, in November 2025.