The Tourism Promotions Board (TPB) Philippines successfully concluded the Creative Tourism Conference (CTC), a landmark event that brought together tourism leaders and creative visionaries to chart a new path for Philippine tourism. Held on September 3–4, 2025 at the historic Metropolitan Theater in Manila, the conference sparked dynamic conversations and reaffirmed the country’s position as a hub for creativity-driven tourism.
As global travelers seek more immersive and culturally rich experiences, Philippine tourism is leveraging the ingenuity of Filipinos to redefine its place on the world stage. With the theme “Crafting Pathways: Synergizing Tourism and Creativity,” the CTC highlighted the powerful interplay of creativity and tourism in unlocking growth, pride, and opportunity.
“We convene innovators, policymakers, and our dynamic youth to ignite the transformative power of creativity in shaping unique tourism products to ensure that Filipino stories live not only in our galleries, theaters, and museums, but also in the hearts and memories of every visitor,” said TPB Chief Operating Officer (COO) Maria Margarita Montemayor Nograles.
TPB COO Maria Margarita Montemayor Nograles shares the inspiration behind the Creative Tourism
Conference during the CTC opening.
In her keynote message, Department of Tourism (DOT) Secretary Christina Garcia Frasco shared that the agency is pursuing a strategy to leverage Philippine culture and creativity as its strongest asset in the global tourism market. “Because this is what deepens engagement with travelers, and that which ensures greater yield for our communities. When visitors experience our food, our design, our art, our music, our crafts, they do not just come here. They stay longer, they spend more, and they invest in the lives of our people,” Frasco said.
A graphic summary of the opening ceremony led by DOT Secretary Christina Garcia Frasco, TPB COO Maria Margarita Montemayor Nograles, NCCA Chairman Victorino Mapa Manalo, and DTI Director Lilian Salonga.
These same forces of artistry and innovation were reflected in the themes explored during the plenary assembly. Garlic Garcia, Head of Content at VIU Philippines, explored the role of content tourism and immersive experiences in driving economic growth.
Atty. Annette Gozon-Valdes, Senior Vice President of GMA Network, painted a vivid picture of the power of media and storytelling as catalysts for tourism innovation. She cited GMA’s historical series ‘Pulang Araw’ and ‘Maria Clara at Ibarra’ as examples of how Filipino stories can bring our heritage closer to modern audiences, spark national pride, and enhance cultural tourism.
Meanwhile, celebrated journalist and UN Women Goodwill Ambassador Karen Davila compelled delegates to create concrete opportunities that would enable inclusive, community-centric tourism initiatives.
“Women don’t want charity. Women want opportunity. Women want to take the lead. Women are hardworking. Before they spend on themselves, they spend on their responsibilities. When you hire and uplift women in tourism, the whole community is uplifted,” Davila said.
In a series of powerful plenary sessions, National Commission for Culture and the Arts (NCCA) Commissioner Dr. Ivan Anthony Henares underscored the growing importance of linking creativity and tourism in empowering Filipino creatives on the global stage. Jeremy Sy, Head of Leasing Brand Experience and Strategy at Ayala Land, tackled the art and science of destination branding and storytelling. E-commerce advocate Janette Toral spoke on technology-led solutions such as artificial intelligence (AI) itineraries and augmented reality maps to reimagine the modern traveler’s journey.
Breakout sessions further spotlighted practical applications—from theater and film tourism with leaders Fernando Josef, Jeremy Domingo, Dexter Santos, and Pat Valera, to production design insights by award-winning designer Gino Gonzales. Kerry Tinga, Lifestyle Asia’s chief of editorial content, emphasized storytelling as a tool for inspiring the next wave of travelers.
Towards a Creativity-Led Nation
The conference culminated in a high-level panel, “Towards a Tourism × Creativity-Led Nation,” featuring UNESCO Creative City leaders Marie Venus Tan (Baguio), Butch Carungay (Cebu), and Leny Ledesma (Iloilo), alongside DOT Director Dr. Paulo Tugbang. Moderated by Andrei Nikolai Pamintuan of the British Council Philippines, their dialogue reinforced how UNESCO recognition in crafts, gastronomy, and folk art can fuel inclusive growth, attract investment, and cement the Philippines’ leadership in Asia’s creative tourism landscape.
Panel discussion titled “Towards a Tourism × Creativity-Led Nation.”
The conference concluded with closing messages delivered by Manila City Mayor Francisco “Isko” Moreno Domagoso and Negros Occidental 3rd District Representative and Chair of the Special Committee on Creative Industries Javier Miguel “Javi” Benitez, who both recognized the vital role of government support in sustaining creative-driven tourism programs.
Domagoso expressed his strong support towards the CTC initiative, “We’re very excited that you’ve done this. We, as the city government and your capital, are 100% in support of your aspirations and visions for this conference. And I hope that this will bring more tourists, particularly to our city.”
Benitez shared the same enthusiasm, saying that creative tourism is one of the most exciting areas of development in the Philippines at the moment. Benitez closed the conference with a powerful call for meaningful dialogue and cross-sector collaboration: “I truly hope that this conference will only open more collaborations, projects, and actual outcomes for the tourism sector, utilizing our country’s creative assets.”
A Defining Moment for Philippine Tourism
In an age of meaningful travel, the two-day conference affirmed that the convergence of creativity and tourism will set the Philippines apart in the tourism landscape. By spotlighting Filipino artistry and innovation—from crafts to cuisine, from theater to technology— the conference underscored inclusivity, placing women leaders, local artisans, and diverse voices at the center of discussions on tourism’s evolving needs.
The success of the CTC was made possible through the support of the DOT and TPB’s network of industry partners, including the NCCA, Metropolitan Theater, City of Manila, Intramuros Administration, Primer Group of Companies, and The Travel Club.
