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Philippines generates close to US$7.5 million in sales leads at ASEAN Tourism Forum
More foreign tourists are expected to visit the Philippines after the Tourism Promotions Board (TPB) generated close to a record US$ 7.5 million in sales leads at the recently concluded ASEAN Tourism Forum (ATF) 2025 in Malaysia. In a statement released on Monday, 27th January, TPB chief operating officer Maria Margarita Nograles said the figure represents an 8.38 percent increase from last year’s participation. She said: “The record-breaking sales leads reflect not just the interest in our destinations but also the trust international buyers have in the Philippines as a tourism hub, which represents a strong foundation for sustained collaboration and growth in the years to come.” An enchanting showcase At the ATF Travel Exchange (TRAVEX) 2025, the Philippines showcased its pristine beaches and vibrant cultural heritage. The country also underscored its commitment to sustainable tourism practices. The Philippine delegation included 17 local exhibitors representing travel agencies, hotels, resorts, MICE venues, and an airline engaged with 355 international buyers. Cultural performances and a musical medley by homegrown Filipino talents Acapellago, Sindaw Performing Arts Group, and violinist Juleous Gacang were featured. Guests were also treated to a four-course Filipino menu by chef Don Baldosano, as well as a diverse selection of Asian-inspired international dishes prepared by the Renaissance Hotel. Nograles said: "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.”
ASEAN Travel Exchange draws in significant numbers to Malaysia
As Malaysia hosted the ASEAN Tourism Forum (ATF) for the seventh time, its concurrent ASEAN Travel Exchange (TRAVEX) attracted a significant turnout for 2025. Held from 15th to 17th January, TRAVEX was attended by 221 sellers and 323 buyers from at least 42 countries. The event served as a crucial platform which highlighted Malaysia’s tourism during its ASEAN Chairmanship, building momentum towards Visit Malaysia 2026. TRAVEX likewise marked Malaysia’s return to hosting the event after a decade since the province of Sarawak served as its venue. As Malaysia hosted the ASEAN Tourism Forum (ATF) for the seventh time, its concurrent ASEAN Travel Exchange (TRAVEX) attracted a significant turnout for 2025. Held from 15th to 17th January, TRAVEX was attended by 221 sellers and 323 buyers from at least 42 countries. The event served as a crucial platform which highlighted Malaysia’s tourism during its ASEAN Chairmanship, building momentum towards Visit Malaysia 2026. TRAVEX likewise marked Malaysia’s return to hosting the event after a decade since the province of Sarawak served as its venue. Malaysian minister of tourism, arts, and culture Tiong King Sing declared: “It is heartening to witness such an overwhelming response to TRAVEX, with a total of 221 sellers showcasing the best of ASEAN tourism, 323 buyers from 42 countries, and 100 international media representatives from 35 countries participating in this event.” Tiong pointed out that the turnout reflects the growing confidence in ASEAN’s tourism industry and the immense potential for partnerships, creating countless opportunities for collaboration and fostering a shared vision for the future of tourism within the region. An excellent venue The choice of Johor as the venue for this year’s ASEAN Tourism Forum and TRAVEX positioned Malaysia’s southern gateway in the international spotlight as the state prepares for Visit Johor Year 2026. Known for its unique blend of historic charm and modern attractions, Johor offers visitors access to diverse experiences, including the prestigious Desaru Coast integrated resort with its luxury accommodations; the rich biodiversity of Endau-Rompin National Park; Tanjung Piai National Park, the southernmost point of mainland Asia; LEGOLAND Malaysia and other family-friendly attractions; and the historic Sultan Abu Bakar Mosque, the pristine Sultan Ibrahim Stadium (JDT Stadium) and other cultural landmarks. Eleven partner hotels served as a base for international delegates, generating a significant positive economic impact for the local hospitality sector.
ASEAN Tourism Forum heads to Malaysia in 2025
The ASEAN Tourism Forum (ATF) 2025 is slated for 15th to 20th January 2025 in Johor, Malaysia with the theme Unity in Motion: Shaping ASEAN’s Tourism Tomorrow. The Forum’s primary meetings will all be held at the DoubleTree by Hilton Johor Bahru which will also host the ASEAN Travel Awards on the last day of the event. Held in partnership with the Malaysian Ministry of Tourism, Arts, and Culture, as well as Tourism Malaysia, ATF 2025 is committed to building an ASEAN tourism industry that is robust and sustainable. The forum seeks to overcome current obstacles and clear the path for a prosperous future by utilising the combined abilities and common goals of its member states. It is hoped that governments throughout the region can jointly create a future where global travellers may be captivated and inspired by Southeast Asia's breathtaking natural scenery, rich cultural heritage, and inspirational stories. Building bridges in the tourism sector To foster cooperation among travel professionals, the ASEAN Travel Exchange (TRAVEX) will be held concurrently with the event. Note, however, that TRAVEX will be held separately from the forum at the Persada Johor International Convention Centre. In essence, TRAVEX is a business platform designed for ASEAN buyers and sellers to connect with each other and explore a diverse range of destination products and services. It is the perfect avenue to forge new business partnerships through pre-scheduled appointments. For regional cooperation Since it was first held in 1981, the ATF is an annual event that showcases Southeast Asia as a unified travel destination. It brings together ministers of tourism, government representatives, corporations, and media from the ten ASEAN nations. The ATF includes meetings, the TRAVEX trade show, and various conferences focusing on themes like sustainable tourism and digital transformation.
Dive tourism contributes P73 billion to PH economy in 2023: Frasco
Department of Tourism (DOT) Secretary Christina Garcia Frasco leads the ribbon-cutting ceremony of PHIDEX 2024 at the World Trade Center Manila on Friday (Feb.23). Joining her are DOT officials Undersecretary Shahlimar Hofer Tamano, OIC- Undersecretary Ferdinand Jumapao, Undersecretary Verna Buensuceso, Assistant Secretary Gisella Romualdez-Quisumbing, Tourism Promotions Board Chief Operating Officer Marga Nograles, Philippine Retirement Authority General Manager and Chief Operating Officer Bob Zozobrado, Nayong Pilipino Foundation Executive Director Gertie Duran-Batocabe, DOT regional directors, as well as Malaysian Ambassador Dato Abdul Malik Melvin Castelino, House Deputy Speaker Duke Frasco, Congressman Gerville Luistro, and Eastern Samar Governor Ben P. Evardone The Department of Tourism (DOT) reaffirmed its commitment towards sustainable tourism development initiatives in the Philippines, particularly in the development and promotion of the country's dive tourism. Tourism Secretary Christina Garcia Frasco made the statement during the opening ceremony of the Philippine International Dive Expo (PHIDEX) 2024 at the World Trade Center Metro Manila (WTCMM). "As one of the megabiodiverse countries in the world, we are home to more than 500 species of corals and 2,000 species of fish. Therefore, this distinction for the Philippines we take to heart with a firm commitment to ensure not just the marketability, but more importantly, the sustainability of our dive industry," Tourism Secretary Christina Garcia Frasco said, noting that in 2023, dive tourism contributed more than P73 billion to the country's economy, or almost twice the P37 billion revenue generated from the industry in 2022. "United under the guidance and visionary leadership of our President, we can look forward to yielding additional revenue from this industry, reinforcing the Philippine position as the World's Premier Dive Destination and tourism's role, as now one of the strongest pillars of our economy, providing livelihood and employment for millions of Filipinos," she enthused. In his message delivered by the Tourism Secretary, President Ferdinand R. Marcos, Jr. cited the private sector's pivotal role in the government's sustainable tourism development initiatives, as he wished success on the three-day expo. "We cannot emphasize enough the importance of the private sector participation in ensuring that the Philippines remains a premier destination for diving enthusiasts and professionals from around the globe. Through strategic investments in infrastructure and sustainable tourism initiatives, the government will continue to elevate our country's standing as a hotspot of biodiversity and underwater adventure," the President added. Fully cognizant of the prospects of dive tourism, the DOT through the leadership of Secretary Frasco has proactively led interventions to further develop and promote the sector. In addition to organizing the PHIDEX, the DOT introduced various dive festivals and programs in several regions across the country in support of dive tourism, including the successful inaugural Philippine Tourism Dive Dialogue (PTDD) last September 2023 in Cebu. “We have also expanded our dive tourism offerings to emerging and lesser-known destinations, bringing our total to approximately 120 dive destinations across the Philippines today,” Secretary Frasco added. Further, to prioritize a safe and enjoyable experience for divers, the DOT through its Dive Committee and infrastructure arm, the Tourism Infrastructure and Enterprise Zone Authority (TIEZA), has committed to providing additional hyperbaric chambers in strategic locations across the country, including Boracay Island, Camiguin, Daanbantayan in Cebu, Dumaguete, and Puerto Galera. Addressing guests and participants during the opening ceremony, Secretary Frasco thanked industry partners for helping shape the country’s dive tourism industry. “I would also like to express my heartfelt gratitude to our exhibit partner, Underwater 360, organizer of ADEX, and to all the participants, our fellow ocean lovers, dive enthusiasts, exhibitors, speakers, and buyers. Your shared love and dedication to advancing the Philippine diving industry has helped shape this groundbreaking event,” she said. The opening day of PHIDEX 2024 saw the attendance and support of several distinguished guests, including Ambassador of Malaysia to the Philippines His Excellency (H.E) Dato Abdul Malik Melvin Castelino; Ambassador of Thailand to the Philippines H.E Tull Traisorat; Deputy Speaker Duke Frasco; Eastern Samar Governor Ben P. Evardone; Batangas District Representative Gerville "Jinky" Luistro; and Mr. John Thet, Chief Executive Officer of ADEX, who led the ribbon cutting rites with Secretary Frasco. In fostering a public-private approach to protecting the environment and promoting the country’s economic growth through tourism, the Department entered into a Memorandum of Agreement (MOA) with the Asian Conservation Foundation Inc., Blue Alliance Philippines, and Large Marine Vertebrates Research Institute. Signed between Secretary Frasco and the leaders of non-government organizations (NGOs) and witnessed by Undersecretary Shahlimar Hofer Tamano and OIC-Undersecretary Verna Buensuceso, the agreement covers areas of collaboration between the DOT and the NGOs, including the development of programs for environmental sustainability; conduct joint activities for marine environmental protection and conservation; support and participation in the parties’ promotional events and marketing activities; and designation of a focal person or specific office to handle smooth coordination on all matters arising from the agreement. For three days, PHIDEX 2024 will offer expansive networking prospects for dive decision-makers, communities, and individuals through value-added components, including the Dive Travel Exchange (TRAVEX) business-to-business meetings, Dive Conference, and Dive Exhibit featuring the country’s best dive offerings.
Frasco to lead PH delegation at the ASEAN Tourism Forum 2024 in Laos
Manila, Philippines—Department of Tourism (DOT) Secretary Christina Garcia Frasco will lead the Philippine tourism delegation at the 2024 ASEAN Tourism Forum (ATF) in Vientiane, Laos from January 24 to 26, 2024. Established in 1981, the ATF is a cooperative regional effort to promote the Association of Southeast Asian Nations as one tourist destination. Ten ASEAN member states Brunei-Darussalam, Cambodia, Indonesia, Lao PDR, Malaysia, Myanmar, the Philippines, Singapore, Thailand, and Vietnam will again gather to strengthen collaboration among each other in further improving the region’s tourism products to attract more international tourists, at the same time, to contribute more to the community and toward the sustainability of tourism within the region. This year’s ATF theme is "Quality and Responsible Tourism - Sustaining ASEAN Future," with the Philippines expected to share its commitment to the country’s sustainable and responsible tourism practices in a series of panel discussions participated in by tourism ministers, representatives from various governments as well as private sector organizations within the region. Joining the tourism chief in representing the Philippines is Tourism Promotions Board (TPB) Philippines Chief Operating Officer (COO) Marga Norgrales and other officials of the DOT including National Tourism Organization (NTO) head OIC-Undersecretary Verna C. Buensuceso. "I am honored to lead the Philippine delegation at the ASEAN Tourism Forum 2024 in Vientiane, Laos. The ATF is a testament to the collaborative spirit among ASEAN member states, working together to showcase our region as a premier tourist destination. This year's theme underscores the importance of responsible tourism practices. The Philippines is eager to share our commitment to sustainable tourism while learning from other countries’ best practices through meaningful discussions and engagements during the panel sessions,” Secretary Frasco said. “We look forward to fostering stronger ties, promoting our tourism products, and contributing to the long-term sustainability of tourism in the ASEAN region. Together, we can create a future where quality tourism enriches communities and provides livelihood while preserving our natural wonders,” enthused the tourism chief. One of the highlights of the event is also the three-day Travel Exchange (TRAVEX) sessions from January 24 to 26 to facilitate a business-to-business platform for buyers across the world to meet with ASEAN tourism products and service providers, establish new business connections, and strengthen existing relationships with partners. Fifteen local exhibitors from the airline, tour operators, hotels and resorts, and MICE industries will participate at TRAVEX. The airline industry will be represented by the Philippine Airlines; resorts and hotels will be joined by Lihim Resorts El Nido by Araw Hospitality Inc., Best Western Plus Metro Clark, Jpark Island Resort & Waterpark Mactan Cebu, Bluewater Maribago Beach Resort, Tambuli Seaside Resort and Spa, Araneta Hotels Inc. (Novotel Manila Araneta City), AJ Coffee and Bed (Kaulayaw Coffee), ALI Makati Hotel Property Inc. - Raffles and Fairmont Hotel Makati; while local tour operators and the MICE industry will be participated by SMX Convention Center, Quasar Travel and Tours, Uni Orient Travel Inc., Marsman Drysdale Travel, Inc., Annset Holidays Inc., and CTPH Tour. Meanwhile, DOT and TPB will host the Philippine night, a late-night function for international attendees where guests will have a peek at the country’s tourism gems and allow them to taste Philippine local flavors while enjoying some cultural performances lined up for the event. The bilateral meetings for the ATF 2024 will begin on January 23, with the closing ceremony on January 27. The 27th Meeting of ASEAN Tourism Ministers will be attended by ASEAN Secretary General Dr. Kao Kim Hourn; Philippine Tourism Secretary Frasco; Brunei Darussalam Minister of Primary Resources and Tourism Data Dr. Abdul Manaf Metussin; Cambodia Minister of Tourism Sok Soken; Indonesia Minister of Tourism and Creative Economy Sandiaga Salahuddin Uno; Lao PDR Minister of Information, Culture and Tourism Suanesavanh Vignaket; Malaysia Minister of Tourism, Arts, and Culture Dato’ Sri Tiong King Sing; Myanmar Union Minister of Hotels and Tourism Thet Thet Khine; Singapore Chief Executive of Singapore Tourism Board Melissa Ow; Thailand Minister of Tourism and Sports Sudawan Wangsuphakijkosol; Vietnam Minister of Culture, Sports and Tourism Nguyen Van Hung; and Timor Leste Vice Prime Minister, Coordinating Minister for Economic Affairs, and Minister for Tourism and Environment Francisco Kalbuadi Lay.
TAT highlights meaningful travel and sustainable tourism direction at ATF 2024
The Tourism Authority of Thailand (TAT) is highlighting Thailand’s revitalised direction towards more meaningful travel with a focus on high value and sustainable tourism at the ASEAN Tourism Forum (ATF) 2024, on from 22-27 January in Vientiane, Lao PDR. Thapanee Kiatphaibool, TAT Governor, said: “TAT recognises the ATF, now in its 42nd year, as a significant annual platform for ASEAN tourism promotions. The event comprises several high-level components, including meetings of ASEAN Tourism Ministers, a tourism conference, media briefings, and the region’s leading TRAVEX trade show. TAT is proud to be a part of promoting ASEAN as a unique tourism destination to buyers from around the world.” The ATF 2024’s theme, “Quality and Responsible Tourism – Sustaining ASEAN Future”, sings the same tune as the TAT’s ongoing direction towards high-value and sustainable tourism, which reflects the overall mood and feel of the Thailand Stand at the ATF TRAVEX 2024. The Thailand Stand was formally opened on 24 January. Present at the event were H.E. Morakot Sriswasdi, Ambassador of the Kingdom of Thailand to the Lao PDR, Kitti Chaodee, Secretary to Thailand’s Minister of Tourism and Sports, and Thapanee Kiatphaibool, TAT Governor, as well as the TAT executives. The Thailand Stand features a range of meaningful travel experiences that reflect Thai soft powers and sustainable goals, with Thai massage demonstrations reiterating the kingdom’s well-established position as a world-class destination for health and wellness tourism. Jointly presented at the Thailand Stand are the Thailand Privilege Card, Thai Airways International, Bangkok Airways, and the Isan Tourism Industry Trade Association – all are leading players in ASEAN intra-regional tourism and connectivity. TAT has also conducted the Thailand Media Briefing to provide an update on Thailand’s tourism and its roles in ASEAN tourism promotion. In 2023, Thailand welcomed over 28 million tourists, generating a revenue of 1.2 trillion Baht. Of the total arrivals, some 35% were from ASEAN countries. TAT has set an overall revenue target for 2024 in the best-case scenario at 3 trillion baht, comprising 1.92 trillion Baht from international tourism and 1.08 trillion Baht from domestic tourism. Tourist numbers are expected to include 35 million foreign arrivals and 200 million domestic trips. Nithee Seeprae, TAT Deputy Governor for Marketing Communications, said: “To achieve the target, TAT will continue to strengthen Thailand’s image as a sustainable and responsible tourism destination. We are enhancing efforts to elevate supply and sustainable standards and leveraging Thai soft powers to offer meaningful travel experiences in Thailand.” The Thailand Tourism Awards and TAT’s own Sustainable Tourism Goals (STGs) reflect Thailand’s direction on high-value and sustainable tourism. In its latest edition in 2023, the Thailand Tourism Awards added two new categories, Low-carbon and Sustainability, to reiterate the country’s commitment to low-carbon tourism and underline the direction towards high-value and sustainable tourism. Meanwhile, TAT’s STGs which was developed and implemented in line with the United Nations’ Sustainable Development Goals, classify Thai tourism industry in a Sustainable Tourism Acceleration Rating (STAR) system. Currently, there are 497 businesses with STAR certifications in Thailand. In terms of ASEAN tourism promotions, with about one-third of Thailand’s visitor arrivals last year coming from ASEAN, TAT has revitalised its marketing direction for 2024 by shifting focus toward segments with higher spending, a tendency to stay longer, exploring the local area, and caring for the environment. These include luxury experiences, health and wellness, family-friendly holidays, and secondary destinations. “ASEAN connectivity plays an important role in boosting Thailand’s tourism industry and generating significant economic gains. Connectivity by air, land, rail, and maritime can increase the flow of visitors. Hence TAT sees the development of intra-regional transportation infrastructure as crucial in facilitating easier and more affordable travel,” Nithee concluded.
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