PH tourism promotions hit record PHP11.3B in sales leads

The Tourism Promotions Board (TPB) reported a record-high PHP11.3 billion in tourism sales leads for 2024, reflecting a 44.8 percent increase from the previous year.

TPB Chief Operating Officer Maria Margarita Nograles credited the surge to the Marcos administration’s push for authentic and experiential travel experiences in the Philippines.

“Last year, we hit our biggest sales leads ever at PHP11.3 billion just from our trade shows. This year, we aim to craft unique, world-class, and authentic experiences in the Philippines,” Nograles said during a TPB event in Intramuros.

The agency, responsible for promoting the country’s 13 key tourist markets, noted growing global interest in Philippine destinations. Efforts to attract Middle Eastern tourists are being strengthened, with an enhanced presence planned at the Arabian Travel Mart in Dubai.

In addition to international trade shows, TPB continues domestic tourism campaigns, including community-based tourism programs. Nograles assured that all Philippine destinations receive equal promotional support, including the renowned Boracay Island.

At the ASEAN Tourism Forum (ATF) 2025 Travel Exchange in Malaysia, TPB secured PHP436 million in sales leads, an 8.38 percent increase from last year’s event.

The agency remains focused on sustaining momentum and drawing more visitors to the Philippines through targeted promotions and global engagements.