The Tourism Promotions Board (TPB) Philippines, in partnership with the Department of Tourism’s Central Visayas Regional Office, recently hosted the “Love the Philippines Japan Mega Familiarization Tour” from October 24 to 27, 2024. This large-scale event welcomed 76 Japanese travel agents, corporate buyers, educational tourism representatives, and media to experience the Philippines’ tourism offerings firsthand.
During a business-to-business networking session held at the Fili Hotel NUSTAR Cebu Ballroom, 98 Philippine sellers showcased their latest travel products and services, generating an impressive 2,459 business exchanges and over PHP 31 million in potential leads. This event marks a significant strengthening of tourism ties between the Philippines and Japan.
The tour included visits to six popular destinations—Cebu, Bohol, Iloilo, Boracay, Palawan, and Davao—where participants conducted property inspections, toured key sites, and engaged in valuable networking. TPB Chief Operating Officer Maria Margarita Montemayor Nograles noted, “Programs like the Japan Mega Familiarization Tour are crucial in positioning the Philippines as a premier travel destination.” She added that Japanese travel agents left with a renewed enthusiasm to promote the Philippines to their clients.
Japan remains a leading market for Philippine tourism, ranking third in 2024 for foreign visitor arrivals. Through this tour, TPB aimed to update Japanese stakeholders on the Philippines’ diverse offerings, build confidence in the country as a post-pandemic destination, and inspire the development of new travel packages that meet Japanese traveler preferences.
Aligned with TPB’s sustainability goals, the tour also engaged local micro-entrepreneurs in creating eco-friendly tourism kits. Post-tour excursions led by Japanese-speaking guides offered participants an authentic taste of local culture, enhancing the Philippines’ appeal while promoting collaboration between public and private sectors.
“Our commitment to sustainability and inclusivity ensures that our local communities and small businesses directly benefit from the growing interest in the Philippines,” Nograles emphasized.
The successful tour was made possible with support from partners like Aboitiz GMR Megawide Cebu Airport Corporation, Cebu Pacific, Korean Air, Philippine Airlines, SoftBay eSIM Japan, and multiple premier hotels and resorts, which provided a seamless, enriching experience for participants.
The Love the Philippines Japan Mega Familiarization Tour 2024 exemplifies TPB’s ongoing dedication to expanding international tourism partnerships, elevating the Philippines’ reputation as a favored destination in the Japanese market.
