The Philippines is using this year’s World Intellectual Property Organization (WIPO) General Assembly in Geneva to promote its globally recognized brands, geographical indication (GI) products and cultural heritage, underscoring how intellectual property can drive tourism, strengthen local enterprises and create new economic opportunities.
Running from July 7 to 15 at WIPO headquarters, the “IP in Sustainable Tourism” exhibition is organized by the Intellectual Property Office of the Philippines (IPOPHL) in partnership with the Department of Tourism, the Philippine Permanent Mission in Geneva and the Design Center of the Philippines. The showcase coincides with the Philippines’ chairmanship of this year’s WIPO General Assembly.
The exhibit features homegrown brands such as Jollibee and its flagship Chickenjoy, alongside SM Kultura, highlighting how successful Filipino brands have become part of the country’s tourism identity. It also showcases collective marks such as Bikol Pili and Camiguin Lanzones, illustrating how community branding helps producers build market recognition while creating more value for local industries.
Taking center stage are the country’s registered geographical indication products, including Guimaras Mangoes, Aklan Piña, Asin Tibuok and T’nalak Tau Sebu. The display highlights not only the products’ distinctive qualities but also the traditions, craftsmanship and communities that give them their unique identity, reinforcing the growing economic value of origin-based branding.
“Through this exhibition, the Philippines demonstrates that sustainable tourism is also about valuing the knowledge, creativity, traditions and innovations that make its destinations and stories unique,” IPOPHL Director General Teodoro C. Pascua said. “Every destination has a story, and intellectual property helps ensure that these stories remain authentic, protected and economically rewarding for the communities that keep them alive.”
The exhibition also features patented green technologies, sustainable materials, digital creative works and interactive displays, showcasing how intellectual property is evolving into a strategic tool for preserving Philippine heritage, attracting visitors and supporting innovation-led economic growth.
