The Philippines will take center stage at the ASEAN Tourism Forum (ATF) 2025 in Johor Bahru, Malaysia, from 15 to 20 January, as it aims to solidify its position as a top tourism destination. The ATF, a major annual event for Southeast Asia, offers a platform for countries to unite and promote their unique tourism experiences. This year’s theme, “Unity in Motion: Shaping ASEAN’s Tourism Tomorrow”, emphasizes collaboration across the region to drive sustainable tourism and cultural exchange.
The Tourism Promotions Board (TPB) Philippines, alongside the Department of Tourism (DOT), will showcase the country’s world-class tourism offerings, with a focus on strengthening partnerships within ASEAN. TPB COO Maria Margarita Montemayor Nograles expressed excitement about presenting the Philippines’ diverse travel experiences to a global audience.
The event will feature a three-day Travel Exchange (TRAVEX), where over 17 Filipino private sector representatives—including major travel agencies, hotels, resorts, and the national airline, Philippine Airlines—will engage in business-to-business meetings to promote the Philippines’ tourism products. Notable exhibitors include luxury properties such as Novotel Manila Araneta City, Solaire Resort, and Tambuli Seaside Resort & Spa.
In addition to the trade show, the Philippines will host a cultural dinner reception on 16 January, celebrating ASEAN unity and Filipino hospitality. The evening will feature live performances from Acapellago and the Sindaw Performing Arts Group, and a specially curated menu by renowned Filipino chef Don Baldosano.
With its robust participation, the Philippines aims to further elevate its tourism profile and foster new opportunities for growth within the ASEAN region and beyond.
