On January 27, 2025, the Tourism Promotions Board (TPB) Philippines hosted its annual ‘Pasasalamat’ event at the newly opened Centro de Turismo in Intramuros, Manila, marking a significant milestone in the country’s tourism promotion efforts. The event not only celebrated the key contributions of media professionals and content creators but also highlighted the agency’s record-breaking achievements in 2024.
One of the most notable accomplishments shared during the evening was the TPB’s remarkable growth in sales leads. The agency reported an extraordinary 44.8% increase in sales leads from the previous year, generating over PHP 11.3 billion in 2024. This impressive surge was driven by strategic partnerships, global travel fairs, and a dynamic collaboration with media outlets, showcasing the Philippines as a must-visit destination for travelers worldwide.
Global Travel Fairs and Media Partnerships Fuel Growth
TPB’s participation in major global travel fairs like ITB Berlin and the World Travel Market in London played a pivotal role in contributing PHP 918 million in sales leads. Additionally, the agency’s collaborations with top media networks, including GMA 7, ABS-CBN, CNN, Bloomberg, and Euronews, added PHP 1.44 billion in media value, further amplifying the reach of its tourism campaigns.
“Pasasalamat is our way of recognizing the invaluable contributions of our communication partners and stakeholders,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles. “Thanks to your unwavering support, we’ve achieved this significant growth, helping the world discover the beauty and wonders of the Philippines.”
Community-Based Tourism and Sustainable Growth
In addition to celebrating its financial success, TPB also spotlighted its initiatives that have empowered local communities to thrive through sustainable tourism. The TPB’s Community-Based Tourism (CBT) Marketing Enhancement Program has helped regions like Bicol, Western Visayas, BARMM, CAR and CALABARZON develop strategies to promote their cultural and natural assets while ensuring the benefits of tourism flow directly to local communities. These efforts have not only increased visitor engagement but have also fostered economic growth at the grassroots level. It is through the invitation of TPB that I became part of various CBT legs across the Philippines from Mayoyao, Mauban, Sagay City, Calinog, BARMM and Davao Del Sur, a few to mention from the many trip immersions that enabled us to deeply understand the threatened indigenous heritages like the weaving communities. Collectively, everyone who took part earned extensive appreciation and respect to the people who wholeheartedly devoted their lives in the preservation of their respective cultural identity.
Looking Ahead: World Expo Osaka and Beyond
As 2025 unfolds, TPB is set to continue its momentum with the upcoming World Expo Osaka, scheduled to open on April 13. This global platform offers a unique opportunity to further promote the Philippines’ tourism offerings, attract sustainable investments, and drive economic growth, positioning the country as a leading destination for both travelers and investors.
The ‘Pasasalamat’ event served as a powerful reminder of how collaboration, innovation, and dedication are driving the Philippine tourism industry to new heights and brighter future.
Get Together of Travel Content Creators
Apart from hearing great news and happy reports, the annual TPB Pasasalamat sets an event where travel content creators, writers, journalists, and vloggers enjoy a mini-reunion. Seeing familiar and happy faces across different travel projects, Domestic Tourism Invitation Programs and Community Based-Tourism (CBT) legs, sparked a happy note in my traveling soul. It was also an event to meet TPB team members who wholeheartedly took care of us during events, like Ms. Tina, Ms. Janelle, Sir Narj and Ms. Tata, to name a few.
