The Tourism Promotions Board (TPB) Philippines and the Department of Tourism (DOT) are gearing up to highlight the country’s exceptional tourism offerings at the ASEAN Tourism Forum (ATF) 2025, set to take place from January 15 to 20 in Johor Bahru, Malaysia.
As an annual regional event, the ATF serves as a vital platform for the Association of Southeast Asian Nations (ASEAN) to promote the region as a unified tourism destination. This year’s theme, “Unity in Motion: Shaping ASEAN’s Tourism Tomorrow,” underscores the importance of regional collaboration to advance tourism while celebrating the diverse travel experiences, vibrant cultures, and sustainable tourism efforts across the ASEAN region.
“We are thrilled to showcase the Philippines as a premier travel destination at ATF 2025,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles. “This forum offers a unique opportunity to strengthen partnerships with our ASEAN neighbors and spotlight the Philippines’ world-class offerings on a global stage.”
The ATF 2025 will feature a three-day Travel Exchange (TRAVEX) from January 15 to 17. TRAVEX is a key trade show that facilitates business-to-business meetings and promotes ASEAN tourism products and services. TPB COO Nograles will lead the Philippine delegation, which includes 17 private sector representatives from the country’s tourism industry.
Among the Philippine stakeholders participating are top travel and tour agencies such as Salton Travel and Tours Corporation, Luxure Holidays Inc., Quasar Travel and Tours, MICE Managers Travel and Tours, and Uni-Orient Travel, Inc. Representing MICE (Meetings, Incentives, Conferences, and Exhibitions) venues are Fili Hotel Nustar Cebu and the Philippine International Convention Center, while the airline sector will be represented by the country’s flag carrier, Philippine Airlines.
The hotel and resort exhibitors include prestigious properties like Novotel Manila Araneta City, The Manila Hotel, Tambuli Seaside Resort and Spa, Seda Hotels & Resorts, Solaire Resort and Entertainment City, Best Western Plus The Ivywall Resort, AJ Bed and Breakfast, Lihim Resorts El Nido, and Megaworld Hotels & Resorts.
In addition to TRAVEX, the Philippines will provide updates on its tourism industry during a media briefing scheduled for January 15.
To celebrate ASEAN unity and showcase the rich culture and hospitality of the Philippines, the TPB will host a special dinner reception on January 16 at the Renaissance Johor Bahru Hotel. The evening will feature cultural performances by Acapellago, Sindaw Performing Arts Group, and violinist Juleous Gacang. Guests will also enjoy a feast prepared by renowned Filipino chef Don Baldosano and the culinary team of Renaissance Johor Bahru Hotel, offering a fusion of traditional Asian flavors.
