Philippine tourism delegation secures P1.18-billion sales leads in Dubai 

The Philippines marked a milestone at the Arabian Travel Market (ATM) 2025 in Dubai, securing a record P1.18 billion in sales leads, up 233 percent from the previous year, according to a report by Manila Standard.

Tourism Promotions Board (TPB) chief operating officer Maria Margarita Montemayor Nograles said the unprecedented outcome underscores a resurgent global interest and confidence in the Philippines as a premier travel destination.

“We recognize the Middle East as a dynamic market seeking enriching family experiences and authentic cultural immersion. Our participation in ATM reaffirms our commitment to tailoring unforgettable journeys for travelers from this region,” she said.

Led by the TPB and the Department of Tourism (DOT) and the Tourism Promotions Board (TPB), the Philippine delegation made a strong impression at the Middle East’s leading B2B travel exhibition held from April 28 to May 1, 2025, at the Dubai World Trade Centre.

The delegation included 21 private sector exhibitors from the Philippines’ tourism industry, spanning travel and tour operators, hotels, resorts and airlines.
“This remarkable outcome speaks volumes about the renewed confidence of the global travel market in our country. The Philippines is a nation on the rise, a destination where travelers from the Middle East and GCC [Gulf Cooperation Council] find not just luxury, but belonging,” said Tourism Secretary Christina Frasco.

Now in its 32nd year, ATM welcomed over 55,000 visitors and 2,800 exhibitors from 166 countries.

The Philippine presence at ATM 2025 also highlighted government efforts to expand tourism opportunities through strategic partnerships.

These include a memorandum of understanding with Emirates to boost the Philippines’ visibility in global markets, and another with Robinsons Hotels and Resorts to increase Muslim-friendly accommodations, a follow-through to a similar agreement with Megaworld Hotels and Resorts signed at ATM 2024.