Philippines Showcases Tourism at World Travel Market

The Department of Tourism (DOT) and Tourism Promotions Board (TPB) Philippines will lead the largest Philippine delegation since the pandemic to the World Travel Market (WTM) 2024, held Nov. 5-7 at ExCeL, London, aiming to position the Philippines as a premier global destination.

WTM is one of the top global business-to-business events in travel, uniting tourism professionals, government leaders, and international media to highlight innovations in travel and tourism since its founding in 1980.

“We see the World Travel Market London as a critical platform to present the Philippines to a global audience, showcasing the distinctive qualities that set our country apart—from award-winning destinations and vibrant culture to rich gastronomy and world-class hospitality,” Tourism Secretary Christina Garcia Frasco said.

Frasco noted that the largest delegation of tour operators, hotels, and resorts since the pandemic positions DOT and TPB Philippines to reinforce partnerships and solidify the Philippines’ standing in global tourism, supporting President Ferdinand R. Marcos Jr.’s vision to make the country a tourism powerhouse in Asia.

Frasco, alongside TPB Chief Operating Officer (COO) Maria Margarita Montemayor Nograles, will lead the delegation, joined by representatives from three government agencies and 22 private sector tourism stakeholders.

Participating tour operators include Annset Holidays Inc., Baron Travel Corp., Biyaheko.com Corp., Blue Horizons Travel & Tours, CTPH Travel and Lifestyle Services, Intas Destinations Management Inc., My Trips Travel and Tours, Rajah Tours Philippines, Sharp Travel Services Philippines Inc., Travelite Travel and Tours Co., Uni-Orient Travel Inc., and VIA Philippines Travel Corp.

Representing the hotel and resort sector are Amorita Resort, Atmosphere Resorts & Spa, Club Agutaya Inc., Crimson Resorts & Hotels, Lihim Resorts, El Nido by Araw Hospitality Inc., Misibis Resort & Hotel Management Inc., Ten Knots Development Corp., The Bellevue Resort, The Funny Lion, and The Lind Boracay.

As of Nov. 1, international visitor arrivals to the Philippines totaled 4,879,022, with the United Kingdom ranked as the top European source, marking the Philippines’ ninth-largest source market with 128,660 arrivals from Jan. 1 to Oct. 31.

The recovering UK outbound travel market presents a valuable growth opportunity for the Philippines. Valued at $90.46 billion in 2024, it is projected to grow to $206.43 billion by 2034, according to Future Market Insights.

YouGov’s Global Travel Profiles report highlights a growing demand among UK tourists for destinations that offer value for money, natural beauty, and authentic cultural experiences, making the Philippines an ideal match. With its diverse landscapes, cultural heritage, and immersive travel experiences, the country aligns with the evolving preferences of UK travelers, who now prioritize private tours, custom itineraries, and sustainable options.

In 2023, WTM London hosted over 40,000 travel professionals from 184 countries, underscoring its role as a premier venue for industry innovations. This year’s theme, “Travel powers the world. How will you use your Travelpower?” emphasizes the global influence of the travel sector.

Under the “Love the Philippines” campaign, the delegation aims to promote the country’s vibrant culture, top-tier leisure options, and sustainable tourism initiatives to global buyers and investors.

The Philippines’ 320.25-square-meter stand will feature award-winning destinations such as Boracay, Palawan, Banaue, Siargao, Bicol, and Cebu, with sustainability in mind. The stand incorporates local materials like rattan, bamboo, and solihiya, symbolizing Filipino craftsmanship and the country’s commitment to eco-friendly practices.

“The Philippines is continuously evolving as a leading travel destination, and we are excited to showcase the cultural traditions and innovations that define our tourism industry at the World Travel Market,” TPB COO Maria Margarita Montemayor Nograles said. “We believe that every engagement at our booth will spark interest in discovering the beauty of our shores,” she added.

The stand will offer immersive experiences like the “Love Leisure” Boracay-themed activation, featuring traditional hair threading, henna tattoos, and massages. The “Love Culture” area will feature fashion walks with designs by Filipino designer Randy Ortiz, along with a photo booth where visitors can wear Filipiniana attire in front of a replica of the Paoay Church, a UNESCO World Heritage Site. The “Love Flavors” section will provide daily tastings of Filipino treats, including dried mangoes and sikwate coffee demonstrations.

The Philippines invites the world to experience its offerings firsthand. For more details on WTM London 2024, visit WTM London.