The Tourism Promotions Board (TPB) and the Department of Tourism (DOT) with the Special Envoy for Trade and Investments Kathryna Yu-Pimentel, and Special Envoy for Culture and Arts Karen Santos, successfully spearheaded the Philippine delegation at the Arabian Travel Market (ATM) 2025, held from April 28 to May 1 at the Dubai World Trade Centre. The country’s participation demonstrated its strong presence in the global tourism arena, showing promising opportunities for inbound travel from key markets. The delegation secured ₱1,180,101,832 in sales leads, setting a remarkable 233% increase from the previous year. This milestone represents the highest sales achievement ever from this event, signaling renewed global interest and confidence in Philippine tourism.
ATM is the leading B2B travel exhibition in the Middle East. In its 32nd year, the event featured stakeholders that promote over 3,000 products and destinations. It also welcomed over 55,000 visitors and 2,800 exhibitors from 166 countries, highlighting strong tourism recovery, particularly in the Gulf Cooperation Council (GCC).
The 129-square-meter Philippine pavilion served as a dynamic space for collaboration and memorable experiences as well as a display of vibrant culture and natural wonders. Throughout the four-day exhibition, the pavilion hosted high-value business meetings. These meetings forged new partnerships focused on tourism sectors with strong global demand—including beach leisure, family holidays, and halal tourism—among travelers from the Middle East, Europe, the Americas, Asia, and other regions.
DOT Secretary Christina Garcia Frasco led the Philippine delegation of 21 private sector exhibitors to showcase the country’s must-visit locations and curated experiences. Joining her was the head of DOT’s marketing arm, TPB Chief Operating Officer (COO) Maria Margarita Montemayor Nograles.
Delivering her message at the opening of the Philippine Pavilion, Secretary Frasco expressed the country’s readiness to welcome more visitors from all over the world, including those from the Middle East and Gulf Cooperation Council (GCC) countries. Secretary Frasco stated that, “The Philippines is a nation on the rise, a country of 7,641 islands, each a doorway to beauty, opportunity, and connection — a destination where travelers from the Middle East and the GCC find not just luxury, but belonging. The Middle East and GCC are not just important markets for us, they are true partners in building a future of sustainable, inclusive, and meaningful tourism.”
TPB COO Marga Nograles supports the Secretary’s statement, underlining the importance of the Philippine delegation’s participation in the event. “We recognize the Middle East as a dynamic market seeking enriching family experiences and authentic cultural immersion. To meet this demand, our Philippine delegation is ready to curate unique journeys for different kinds of travelers in the Middle East and to promote the dynamic destinations found within our 7,641 islands,” said Nograles.
The presence of Special Envoy for Trade and Investments Kathryna Yu-Pimentel and Special Envoy for Culture and Arts Karen Santos in ATM 2025 affirmed these efforts to strengthen ties with the Middle East, particularly in the trade, tourism, and culture sectors.
The Philippine delegation also leveraged the ATM platform to expand market access for Filipino businesses. The delegation included representatives from travel and tour operators, hotels, resorts, and airlines, such as Annset Holidays, Inc., Ark Travel Express, Biyaheko.ph, Boracay Adventures Travel N Tours, JLT Travel & Tours, MYTRIPS Travel and Tours, Quasar Travel & Tours, Rajah Travel Corporation, Shroff Travel, Uni-Orient Travel, Inc, Via Travel Corporation, Crimson Hotel and Resort, El Nido Resorts, Megaworld Hotels & Resorts, Robinsons Hotels and Resorts, Mandarin Premier Hotels and Resorts Group, New World Makati Hotel, The Bellevue Resort (BH&R), and The Lind Hotels. Philippine Airlines and Cebu Pacific Air represented the airline industry.
The participation of the delegation in ATM 2025 further solidifies the country’s goal of becoming a tourism powerhouse in Asia. These efforts strengthen the strategic partnerships conducted by the DOT, such as the signing of a memorandum of understanding (MOU) with Emirates to promote the Philippines as a leading global destination. To establish more Muslim-friendly accommodations in the country, the DOT also facilitated an MOU with Robinsons Hotels and Resorts, following the MOU with Megaworld Hotels and Resorts in ATM 2024.
These collaborations ensure concerted efforts to broaden the country’s appeal to diverse international markets, promising a welcoming and inclusive Philippines for travelers.