Philippines TPB kicked off 2025 with Pasasalamat, honoring media and showcasing tourism milestones, record growth, and upcoming global initiatives.TPB Philippines Launches 2025 with Pasasalamat Event, Highlighting Tourism Growth

The Tourism Promotions Board (TPB) Philippines welcomed 2025 with its annual Pasasalamat event on January 27 at the historic Centro de Turismo Intramuros. This gathering recognized the contributions of media professionals and content creators in advancing the country’s tourism industry while reflecting on TPB’s major achievements.

Record-Breaking Growth in Tourism Leads

Global Stars Boost Philippine Tourism Recognition

The event also celebrated international figures who helped elevate the Philippines’ visibility on the world stage. Hollywood and entertainment personalities such as Timothy Granaderos (13 Reasons Why), Nico Santos (Crazy Rich Asians), Josh de la Cruz (Broadway’s Aladdin), and Korean actor Kim Ji Soo were acknowledged for their influence. Meanwhile, renowned music group LANY was recognized for contributing to the country’s appeal as a vibrant cultural hub.

Empowering Local Communities through Tourism

TPB’s Community-Based Tourism Marketing Enhancement Program has been instrumental in strengthening grassroots tourism. Through a series of workshops and training sessions in Bicol and CALABARZON in late 2024, local stakeholders were equipped with strategies to attract visitors while preserving their cultural and natural heritage. This initiative has not only increased engagement in these regions but also ensured sustainable economic opportunities that directly benefit local communities.

Gearing Up for World Expo Osaka 2025

As part of its international initiatives, TPB is finalizing preparations for World Expo Osaka, set to open on April 13, 2025. This prestigious event presents a prime opportunity to promote the Philippines’ diverse tourism offerings, encourage sustainable investments, and drive economic growth on a global scale.

With 2025 now underway, TPB remains committed to innovation, collaboration, and sustainable tourism, ensuring that the Philippines continues to attract travelers and investors eager to explore the country’s unparalleled beauty and cultural richness.

TPB Chief Operating Officer Maria Margarita Montemayor Nograles shared that in 2024, the agency generated over PHP 11.3 billion in sales leads, marking a 44.8% increase from the previous year. Key global travel fairs, such as ITB Berlin and the World Travel Market in London, played a significant role, bringing in PHP 918 million in potential deals. Additionally, strategic collaborations with major media outlets—including GMA7, ABS-CBN, CNN, Bloomberg, and Euronews—contributed PHP 1.44 billion in media values.