From community stories to global stages, the Philippines shone at the Travel Daily Media (TDM) Travel Trade Excellence Awards Asia 2025 as the Tourism Promotions Board (TPB) Philippines clinched two top honors, affirming the country’s growing influence in business events and sustainable tourism across the region.
Held on November 25 at the Marina Bay Sands Expo & Convention Centre in Singapore, the awarding ceremony recognized TPB’s flagship MICE campaign, “MICE Philippines: We Take Your Business to Heart,” as Tourism Board Campaign of the Year, while its Community-Based Tourism (CBT) Marketing Enhancement Program earned Community Initiative of the Year. Philippine Ambassador to Singapore Medardo Macaraig accepted the awards on behalf of TPB.
Launched in 2024, ‘MICE Philippines: We Take Your Business to Heart’ redefines business events as deeply human experiences—anchored on Filipino creativity, storytelling, service excellence, and national pride. The campaign is built on years of groundwork dating back to 2010, evolving through key initiatives such as the Philippine MICE Conference (MICECON) and the MICECONNECT hosted-buyers program introduced during the pandemic. Together, these platforms laid the foundation for a unified MICE branding that blends skills development with market-building.
Meanwhile, TPB’s CBT Marketing Enhancement Program was honored for its people-centered approach to sustainable tourism. The four-phase program begins by understanding community narratives and needs, followed by targeted capacity-building for artisans and cultural practitioners. Communities are then introduced to media, key opinion leaders, and industry stakeholders, ultimately linking them to domestic and international tourism markets. Through the program, weaving groups, traditional craftsmen, and emerging destinations have gained sustainable livelihoods while preserving and sharing their heritage.
The CBT program has supported communities in Western Visayas, Bicol, CALABARZON, Zamboanga City, Lake Sebu, Northern Samar, Sorsogon, and the Cordilleras, and has expanded this year to Siargao and Palawan.
TPB Chief Operating Officer Maria Margarita Montemayor Nograles welcomed the recognition, saying the awards reflect both strategic vision and a people-first philosophy. She noted that in MICE, TPB positions the Philippines as a destination where business becomes personal, while in community-based tourism, empowering local storytellers strengthens livelihoods and national identity.
Ambassador Macaraig said the dual win is a proud moment for the country, highlighting the creativity of tourism professionals, the dedication of partners, and the resilience of Filipino communities. He added that the recognition reflects the Philippines’ enduring reputation for warmth, talent, and hospitality.
Regarded as one of Asia’s respected industry recognitions, the TDM Travel Trade Excellence Awards honor organizations shaping the future of travel across tourism boards, airlines, hotels, cruise lines, and technology platforms. For TPB, the latest accolades add to a growing list of international honors—including the TTG Travel Awards 2025, GovMedia Conference & Awards 2024, and TripZilla Excellence Awards—underscoring its sustained commitment to inclusive, community-driven, and globally competitive tourism.
