TPB’s Mega Familiarization Tour Secures PHP 31M in Leads

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The Tourism Promotions Board (TPB) Philippines, in partnership with the Department of Tourism Central Visayas Regional Office, conducted the “Love the Philippines Japan Mega Familiarization Tour” from October 24 to 27, 2024.

The event hosted 76 Japanese travel agents, corporate buyers, educational tourism agents, and media representatives. This large-scale tour provided a firsthand look at what the Philippines offers to the Japanese market.

Japanese tourism stakeholders participated in a business-to-business networking session at the Fili Hotel NUSTAR Cebu Ballroom, where 98 Philippine sellers presented their latest products and services.

The session resulted in 2,459 business exchanges, generating potential leads valued at PHP31,633,449 and further strengthening tourism ties between the two countries.

The tour included visits to six key destinations: Cebu, Bohol, Iloilo, Boracay, Palawan, and Davao. The program featured property inspections, destination tours, and networking activities across these provinces.

“Programs like the Japan Mega Familiarization Tour are vital in positioning the Philippines as a premier travel destination,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles.

“Japanese travel agents can envision our country as a top destination and promote it to their clients with newfound enthusiasm through the meaningful experiences offered during the tour,” she added.

Japan has remained one of the Philippines’ top sources of foreign visitors, ranking fourth in 2019 with 682,788 arrivals and third in 2024 with 293,658, representing 6.62% of total international visitors from January to October.

The TPB organized the event to meet strategic goals: to update Japanese stakeholders on the Philippines’ readiness to welcome visitors, to inspire confidence in the country as an ideal post-pandemic travel spot, and to showcase experiences tailored to Japanese travelers. The tour also aimed to encourage new travel packages, highlighting new direct flights that enhance accessibility for tourists.

The initiative aligns with the TPB’s commitment to sustainability and inclusivity, engaging micro-entrepreneurs in creating eco-friendly, community-based tourism kits.

Post-tour thematic excursions, led by Japanese-speaking guides, offered firsthand experiences of the Philippines’ unique accommodations and attractions, boosting the appeal of destinations and fostering public-private sector collaboration.

“Our commitment to sustainability and inclusivity not only adds value to participants’ experiences but also ensures that local communities are protected and small businesses benefit from the growing interest in the Philippines,” Nograles added.

As the TPB continues to innovate with marketing initiatives, this successful familiarization tour underscores the agency’s dedication to expanding international partnerships and promoting the Philippines as a favored destination in the Japanese travel market.