The Philippines secured more than US$21 million in sales leads during its participation at this year’s Arabian Travel Market (ATM) in Dubai.
In a news release issued by the Tourism Promotions Board (TPB) on Monday, 19th May, the Philippine delegation led by now-former tourism secretary Christina Frasco showcased the Southeast Asian nation’s rich culture, natural beauty, and diverse tourism offerings.
During the opening of the Philippine Pavilion, Frasco expressed the country's readiness to welcome more visitors from all over the world, including those from the Middle East and the Gulf Cooperation Council (GCC) countries.
She declared: "The Philippines is a nation on the rise, a country of 7,641 islands, each a doorway to beauty, opportunity, and connection; it is 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.”
Significantly higher than last year
The TPB said that the sales leads generated from ATM 2025 show an increase of 233 percent from last year.
This was construed as proof of renewed global confidence in the Philippine tourism sector, and likewise symbolises the highest sales achievement ever from this event.
Representatives from a wide range of Filipino travel and hospitality businesses joined the delegation, including travel agencies, resorts, hotels, and airlines.
Also present during the event were special envoy for trade and investments Kathryna Yu-Pimentel and special envoy for culture and the arts Karen Santos.
This collective presence leveraged ATM as a platform to expand market access and showcase the Philippines as a top-tier tourism and investment destination.
Furthermore, the country’s participation demonstrated its strong presence in the global tourism arena, showing promising opportunities for inbound travel from key markets.
TPB chief operating officer Maria Margarita Nograles said high-value business meetings were also conducted at the Philippine Pavilion throughout the four-day exhibition.
She said these meetings forged new partnerships focused on the tourism sector stakeholders, such as those offering beach leisure, family holidays, and halal tourism to travelers from the Middle East, Europe, the Americas, Asia, and other regions.
Nograles said: “We recognise 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.”
