The Philippines’ pavilion at the 2025 ASEAN Tourism Forum (ATF) has become a major attraction for international buyers. A total of 323 travel buyers from 42 countries gathered at the pavilion to explore new island travel products for their Southeast Asia tour offerings.
The “Love the Philippines” team was led by Verna Buensuceso, Undersecretary for Tourism Development and Planning, and included key figures such as Maria Margarita Nograles, Chief Operating Officer of the Tourism Promotions Board (TPB), and Dato Melissa Ong, TPB Market Representative in Malaysia.
The Philippine delegation featured 17 private sector participants, including travel agencies, hotels, resorts, MICE (Meetings, Incentives, Conferences, and Exhibitions) venues, and an airline.
The pavilion’s opening ceremony was filled with vibrant performances by the Sindaw Performing Arts Guild and Acapellago, which included an energetic rendition of “Island Philippines.”
During the Philippines’ country briefing, Nograles shared updates on the tourism sector, outlining recent achievements and key developments. She also answered media questions alongside officials from the Department of Tourism (DOT).
The ATF TRAVEX event, which concludes on January 17, is hosting 1,000 delegates, including 221 seller organizations, 100 media representatives, and 323 international buyers. Sellers from 10 ASEAN countries are showcasing their products across 200 booths at the Persada Johor International Convention Centre.
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