The Tourism Promotions Board (TPB) Philippines is looking forward to a significant boost in international tourism after generating PHP 436,333,609.00 in sales leads at the ASEAN Tourism Forum (ATF) 2025 Travel Exchange (TRAVEX), held from January 15 to 17 in Johor Bahru, Malaysia. This marks an impressive 8.38% increase from last year’s sales figures, signaling growing interest in the Philippines as a prime tourism destination.
The ATF is the largest annual tourism event in the ASEAN region, bringing together key stakeholders such as policymakers, industry leaders, and tourism providers. The Philippines showcased its diverse travel offerings, from its pristine beaches to its rich cultural heritage, while also emphasizing its commitment to sustainable tourism practices. The Philippine delegation included 17 local exhibitors from travel agencies, hotels, resorts, MICE venues, and an airline, who engaged with 355 international buyers at the TRAVEX.
“We are optimistic about the quality of connections made and the immense potential for meaningful business opportunities that will drive more tourists to the Philippines. These record-breaking sales leads reflect not just growing interest in our destinations but also the trust international buyers have in us as a tourism hub, laying a strong foundation for sustained collaboration and growth,” said TPB COO Maria Margarita Montemayor Nograles.
As part of the Philippines’ dynamic presence at the event, TPB also hosted a vibrant showcase of Filipino cuisine and culture at the Philippines Night on January 16 at the Renaissance Johor Bahru Hotel. The event was attended by distinguished guests, including Datuk Wira Roslan Tan Sri Abdul Rahman, Secretary General of the Ministry of Tourism, Arts and Culture; Hon. Roussel R. Reyes, Consul General of the Philippine Embassy in Malaysia; and Department of Tourism (DOT) Undersecretaries Verna Buensuceso, Rica Bueno, and Myra Paz Abubakar.
The evening’s program featured cultural performances from Filipino homegrown talents such as Acapellago, Sindaw Performing Arts Group, and violinist Juleous Gacang. Guests also enjoyed a four-course Filipino menu prepared by Tatler Rising Star Chef Don Baldosano, alongside a selection of Asian-inspired dishes from the Renaissance Hotel.
“The ASEAN Tourism Forum is a powerful reminder of the strength we have when we come together in collaboration. This commitment to creating experiences that connect people across borders is something we all share, and tonight’s dinner is our way of saying salamat—thank you—for your partnership, friendship, and support in championing Southeast Asia as a world-class tourist destination,” Nograles remarked during her welcome address.
In a landmark moment for Philippine tourism, Secretary Christina Garcia Frasco formally accepted the chairmanship of ATF 2026 during the closing ceremony of ATF 2025 on January 20. The symbolic handover took place at the Johor International Convention Center, with Dato Sri Tiong King Sing, Malaysian Minister of Tourism, Arts, and Culture, passing the gavel to Frasco.
The Philippines will host the ATF 2026 in Cebu, with pre-event meetings also planned for Manila and Boracay, further cementing the country’s role as a leading destination in the ASEAN region.
With a record-breaking performance at ATF 2025 and the upcoming opportunity to host ATF 2026, the Philippines is poised to continue strengthening its position as a top choice for travelers worldwide, ushering in a new era of tourism growth and international collaboration.
