PH secures P436-M sales lead at WTM 2024 in London

The Philippines generated over PHP436 million in sales leads at the 2024 World Travel Market (WTM) held in London, marking a successful participation for the country's tourism sector, the Department of Tourism (DOT) announced on Monday.

Held from November 5 to 7, the event saw the Philippine delegation secure 466 sales leads and 41 onsite bookings, representing a notable increase of more than PHP178 million in sales lead compared to last year's participation. The delegation, led by the DOT and the Tourism Promotions Board (TPB), was the largest since the pandemic, consisting of 22 private sector exhibitors, including tour operators, destination management companies, and hotels and resorts.

They were also joined by representatives from the Aklan Provincial Government, the Tourism Infrastructure and Enterprise Zone Authority (TIEZA), and the Philippine Retirement Authority.

The Philippine Pavilion at WTM attracted significant attention from international media and key tourism stakeholders, showcasing the country's diverse tourism offerings. In addition to promoting its well-known sun and beach destinations, the Philippines highlighted a variety of experiential travel packages. These included cultural immersions, festivals, health and wellness programs, the creative arts, and gastronomy, all of which aim to meet the growing demand for authentic and immersive travel experiences.

“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,” DOT Secretary Christina Garcia Frasco said in a statement, emphasizing the shift in travel trends towards more experiential and culturally enriching activities.

To further engage visitors, the delegation offered several interactive booth activations, including a photo booth featuring the Paoay Church, traditional hair threading demonstrations, Filipino coffee presentations, and snack samplings. The booth also featured vibrant cultural performances and fashion walks, including a showcase by renowned Filipino designer Randy Ortiz.

The Philippines’ strong presence at the WTM 2024 aligns with the growing outbound travel market from the United Kingdom, which is projected to reach USD90.46 billion in 2024, according to Future Market Insights. The DOT’s participation reflects the country’s continued efforts to attract international tourists and strengthen its position in the global travel market.