Philippines to Highlight Tourism at ASEAN Forum

The Tourism Promotions Board (TPB) Philippines and the Department of Tourism (DOT) will showcase the country’s exceptional tourism offerings at the ASEAN Tourism Forum (ATF) 2025, set for January 15-20 in Johor Bahru, Malaysia.

The ATF is an annual regional initiative that promotes the Association of Southeast Asian Nations (ASEAN) as a unified tourism destination. This year’s theme, “Unity in Motion: Shaping ASEAN’s Tourism Tomorrow,” underscores regional collaboration to advance tourism, spotlighting diverse travel experiences, vibrant cultures, and sustainable initiatives.

“We are excited to present the Philippines as a leading travel destination within ASEAN and the broader international market at ATF 2025,” TPB Chief Operating Officer Maria Margarita Montemayor Nograles said.

“This forum is an invaluable opportunity to strengthen our partnerships with ASEAN neighbors and highlight the unique, world-class offerings of the Philippines in a global tourism landscape,” Nograles added.

A key feature of ATF 2025 is the three-day Travel Exchange (TRAVEX), running January 15-17, which serves as a premier trade show facilitating business-to-business meetings and promoting ASEAN tourism products and services.

Nograles will lead the Philippine delegation, which includes 17 private sector representatives from the country’s tourism industry.

Participating stakeholders include travel and tour agencies such as Salton Travel and Tours Corporation, Luxure Holidays Inc., Quasar Travel and Tours, MICE Managers Travel and Tours, and Uni-Orient Travel, Inc.

Representatives from MICE venues will include Fili Hotel Nustar Cebu and the Philippine International Convention Center, while Philippine Airlines will represent the airline sector.

Exhibitors in the hotel and resort category include prominent properties such as Novotel Manila Araneta City, The Manila Hotel, Tambuli Seaside Resort and Spa, Seda Hotels & Resorts, Solaire Resort and Entertainment City, Best Western Plus The Ivywall Resort, AJ Bed and Breakfast, Lihim Resorts El Nido, and Megaworld Hotels & Resorts.

On January 15, the Philippines will provide updates on its tourism industry during a media briefing session.

To celebrate ASEAN unity and showcase Philippine culture and hospitality, the TPB will host a special dinner reception on January 16 at the Renaissance Johor Bahru Hotel.

The event will feature cultural performances by Acapellago, Sindaw Performing Arts Group, and violinist Juleous Gacang. Guests will also enjoy a culinary experience by renowned Filipino chef Don Baldosano and the Renaissance Johor Bahru Hotel culinary team, blending traditional Asian flavors.