The Tourism Promotions Board (TPB) Philippines and the Department of Tourism (DOT) are set to highlight the country’s exceptional tourism offerings at the ASEAN Tourism Forum (ATF) 2025, which will take place from January 15 to 20 in Johor Bahru, Malaysia.
An annual regional initiative, the ATF serves as a key platform for the Association of Southeast Asian Nations (ASEAN) to promote itself as a unified tourism destination. This year’s theme, “Unity in Motion: Shaping ASEAN’s Tourism Tomorrow”, emphasizes the importance of regional collaboration in advancing tourism while showcasing the diverse travel experiences, vibrant cultures, and sustainable tourism initiatives of the ASEAN region.
“We are excited to present the Philippines as a leading travel destination within ASEAN and the broader international market at ATF 2025,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles. “This forum is an invaluable opportunity to strengthen our partnerships with ASEAN neighbors and highlight the unique, world-class offerings of the Philippines in a global tourism landscape.”
ATF 2025 will include a three-day Travel Exchange (TRAVEX) from January 15-17, a premier trade show that facilitates business-to-business meetings and promotes ASEAN tourism products and services. TPB COO Nograles will lead the Philippine delegation, which will include 17 private sector representatives from the country’s tourism industry.
The participating Philippine tourism stakeholders include leading travel and tour agencies such as Salton Travel and Tours Corporation, Luxure Holidays Inc., Quasar Travel and Tours, MICE Managers Travel and Tours, and Uni-Orient Travel, Inc.
Representing the MICE Venues are Fili Hotel Nustar Cebu and Philippine International Convention Center, while the airline sector will be represented by the country’s flag carrier, Philippine Airlines.
Exhibitors in the hotel and resort category include renowned properties such as Novotel Manila Araneta City, The Manila Hotel, Tambuli Seaside Resort and Spa, Seda Hotels & Resorts, Solaire Resort and Entertainment City, Best Western Plus The Ivywall Resort, AJ Bed and Breakfast, Lihim Resorts El Nido, and Megaworld Hotels & Resorts.
In addition to TRAVEX, the Philippines will provide updates on the country’s tourism industry during a media briefing session scheduled on January 15.
To celebrate ASEAN unity and promote the rich culture and hospitality of the Philippines, the TPB will host a special dinner reception on January 16 at the Renaissance Johor Bahru Hotel. The evening will feature captivating cultural performances by Acapellago, Sindaw Performing Arts Group, and violinist Juleous Gacang. Guests will also enjoy a sumptuous dish crafted by celebrated Filipino chef Don Baldosano and the culinary team of the Renaissance Johor Bahru Hotel for a blend of traditional Asian flavors.
