The Philippines made a significant impact at this year’s World Travel Market (WTM) in London, generating PHP 429.6 million in sales leads during the three-day event held from 5 to 7 November at the ExCel Convention Center. This marks an impressive increase of more than P170 million from last year’s performance.
Led by the Department of Tourism (DOT) and the Tourism Promotions Board (TPB) Philippines, the Philippine delegation included three government agencies and 22 private-sector exhibitors, ranging from tour operators and destination management companies to hotels and resorts. Together, they showcased the Philippines as a premier tourism destination in Asia.
WTM 2024 served as an ideal platform for the Philippines to promote its rich cultural heritage, natural beauty, and diverse tourism offerings. The delegation, led by DOT Secretary Christina Garcia Frasco and TPB COO Maria Margarita Montemayor Nograles, emphasized the country’s award-winning destinations and the “Love the Philippines” campaign.
The Philippine Pavilion featured a range of interactive activities designed to immerse attendees in Filipino culture. These included a photo booth celebrating Paoay Church, traditional Filipino hair threading demonstrations, and a tasting station featuring popular Filipino snacks. These engaging experiences allowed visitors to connect with the warmth and hospitality that define the Philippine travel experience.
The Philippine Pavilion attracted attention from global media and industry leaders, amplifying the country’s visibility and reinforcing its position as a leading travel destination in Asia. In addition to tourism, the delegation also focused on fostering partnerships and creating investment opportunities, paving the way for future growth in the Philippine tourism sector.
Nograles expressed pride in the delegation’s achievements, noting, “WTM 2024 allowed us to showcase the Philippines’ wealth of cultural, natural, and adventure experiences. We are deeply honored to represent the Philippines and share the essence of Filipino warmth, creativity, and resilience with the world.”
As one of the Philippines’ top source markets, the UK is crucial to the country’s tourism strategy. The ongoing growth of the UK outbound travel market—projected to reach USD 90.46 billion in 2024—aligns with the Philippines’ focus on attracting travelers seeking value, natural beauty, and authentic experiences.
The success of the Philippine delegation at WTM 2024 underscores the country’s commitment to sustainable, community-driven tourism. With a clear vision to become Asia’s leading travel destination, the Philippines continues to offer visitors an authentic experience of its rich cultural heritage and natural landscapes.
