The Philippine delegation at the ASEAN Tourism Forum 2025

Philippines Achieves PHP 400M Sales, Hosts ATF 2026

The Tourism Promotions Board (TPB) Philippines expects to draw more international tourists after generating PHP 436.3 million in sales leads during the ASEAN Tourism Forum (ATF) 2025 Travel Exchange (TRAVEX).

The event, held from January 15 to 17 in Johor Bahru, Malaysia, marked an 8.38% increase in sales leads compared to the previous year.

As ASEAN’s largest annual tourism event, the ATF attracts key stakeholders, including policymakers, industry leaders, and service providers.

The Philippines showcased its diverse travel offerings, from pristine beaches to rich cultural heritage, emphasizing its commitment to sustainable tourism practices.

Seventeen local exhibitors representing travel agencies, hotels, resorts, MICE venues, and an airline engaged with 355 international buyers at the ATF TRAVEX.

“We are optimistic about the quality of connections made and the immense potential for meaningful business opportunities to drive tourists to the Philippines,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles.

She highlighted that the record-breaking sales leads reflect international buyers’ growing trust in the Philippines as a tourism hub, laying a strong foundation for sustained growth.

Philippine sellers, international buyers, and media experienced a cultural showcase during the Philippines Night on January 16 at the Renaissance Johor Bahru Hotel.

The event, hosted by the TPB, featured cultural performances by Acapellago, Sindaw Performing Arts Group, and violinist Juleous Gacang. Guests enjoyed a four-course Filipino menu prepared by Chef Don Baldosano, alongside Asian-inspired dishes from the Renaissance Hotel.

Distinguished guests included Datuk Wira Roslan Tan Sri Abdul Rahman, Secretary General of Malaysia’s Ministry of Tourism, Arts, and Culture; Consul General Roussel R. Reyes of the Philippine Embassy in Malaysia; and Department of Tourism Undersecretaries Verna Buensuceso, Rica Bueno, and Myra Paz Abubakar.

“The ASEAN Tourism Forum reminds us of the strength of collaboration. Tonight’s dinner is our way of saying salamat—thank you—for your partnership and support in promoting Southeast Asia as a premier tourist destination,” said Nograles during her welcome remarks.

Tourism Secretary Christina Garcia Frasco formally accepted the chairmanship of ATF 2026 during a ceremonial handover on January 20 at the Johor International Convention Center. Malaysian Minister of Tourism, Arts, and Culture Dato Sri Tiong King Sing passed on the symbolic gavel.
The Philippines will host ATF 2026 in Cebu, with pre-event meetings set in Manila and Boracay.