The Tourism Promotions Board (TPB) successfully concluded the Creative Tourism Conference (CTC) 2025, held from 3 to 4 September at the historic Metropolitan Theater in Manila, marking a pivotal moment in the country’s tourism strategy. With the theme “Crafting Pathways: Synergizing Tourism and Creativity,” the event gathered tourism leaders, artists, and innovators to forge a new, creativity-led direction for Philippine tourism.
TPB COO Maria Margarita Montemayor Nograles emphasized the role of Filipino creativity in shaping immersive tourism experiences that carry the country’s stories beyond galleries and theaters into the hearts of global travelers.
Department of Tourism (DOT) Secretary Christina Garcia Frasco highlighted culture and creativity as the Philippines’ strongest tourism assets, noting their power to foster deeper engagement and greater economic returns for communities.
Key discussions featured insights from GMA Network’s Annette Gozon-Valdes, UN Women Goodwill Ambassador Karen Davila, and NCCA Commissioner Dr. Ivan Henares, among others, covering topics such as content tourism, inclusive initiatives, destination storytelling, and tech-driven travel.
The conference culminated in a high-level panel titled “Towards a Tourism × Creativity-Led Nation,” spotlighting insights from UNESCO Creative City leaders and tourism officials on leveraging local arts, crafts, and gastronomy for inclusive growth and global competitiveness.
CTC 2025, supported by the DOT, NCCA, and key public-private partners, set a new benchmark for creative tourism, positioning the Philippines as a rising leader in Asia’s experience-driven travel landscape.
