The delegation’s commitment to showcase the many reasons to love the Philippines accounts for the massive increase in this year’s figures.
The Philippines achieved a significant milestone at the World Travel Market (WTM) 2024, generating P436,970,868 in sales leads during the event held from November 5 to 7 at the ExCeL Convention Center in London. This figure marks an increase of over P178 million compared to last year’s participation.
The Department of Tourism (DOT), with support from its marketing promotions arm, the Tourism Promotions Board (TPB) Philippines, led a delegation of 22 private sector exhibitors, including tour operators, destination management companies, and hotels and resorts, effectively showcasing the Philippines as a top tourism destination in Asia.
The delegation was also joined by representatives from the Aklan Provincial Government, the Tourism Infrastructure and Enterprise Zone Authority (TIEZA), and the Philippine Retirement Authority (PRA). The delegation was able to generate 466 sales leads and 41 onsite bookings.
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According to DOT Secretary Christina Garcia Frasco, the successful Philippine participation in WTM 2024 London is attributable to the delegation’s commitment to showcasing to the world the many reasons to love the Philippines. This year also marked the country’s largest delegation to the event since the pandemic.
“Today’s travelers seek immersive experiences evolving from years, like seeing to a quest for authentic experiences, and this is precisely what we are able to offer in the Philippines. Under the administration of our President Ferdinand R. Marcos, Jr. the Department of Tourism has embarked on a multi-dimensional approach to tourism development, with a commitment to ensuring the sustainability of our destinations. We have focused on diversifying our tourism offerings,” the DOT chief said in her speech at the opening of the Philippine Pavilion.
The event saw strong participation from global industry leaders, with the Philippine Pavilion attracting attention from major media outlets and key tourism stakeholders. Interactive booth activations, including the Paoay Church photo booth, traditional hair threading demonstrations, Filipino coffee presentations and snack samplings, along with vibrant performances and fashion walks featuring the designs of renowned Filipino designer Randy Ortiz, offered visitors a preview of the Philippines’ appeal as a must-visit destination.
“Through our tour operators and regional offices, as well as our engagement with our tourism frontliners, our tour guides, our community-based tourism organizations, we are now able to offer experiential travel in the Philippines through tourism packages focused on cultural immersions, festivals, the creative arts, health and wellness, gastronomy and other offerings,” Frasco said.
“WTM 2024 allowed us to showcase the Philippines’ wealth of cultural, natural, and adventure experiences,” TPB Chief Operating Officer Maria Margarita Montemayor Nograles added. “Our team is deeply honored to represent the Philippines on this global platform and to bring to life the essence of Filipino warmth, creativity, and resilience.”
The Philippines’ sustained presence at the WTM 2024 London aligns with trends in the UK’s outbound travel market, which is projected to reach $90.46 billion in 2024, according to Future Market Insights.
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