The Tourism Promotions Board (TPB) Philippines is gearing up for the ASEAN Tourism Forum (ATF) 2026, showcasing the country's strong performance and leadership in the tourism industry. With preparations well underway, TPB is poised to host a remarkable event that will highlight the Philippines' strengths in tourism marketing, community-based experiences, and sustainable travel innovations. Led by Chief Operating Officer Maria Margarita Montemayor Nograles, the year-end gathering served as a strategic preview of TPB's priorities for ATF 2026, where the Philippines will also host TRAVEX, the forum's premier business-to-business travel trade marketplace. ATF 2026 is a major platform for Philippine tourism, offering a rare opportunity to showcase the country's strengths in tourism marketing, community-based experiences, and sustainable travel innovations. The forum is expected to bring together regional ministers, international buyers, tourism boards, and hundreds of industry players, making it a pivotal moment for the Philippines to lead the conversation on sustainable tourism promotion. TPB's major programs, including Community-Based Tourism (CBT), Philippine Motorcycle Tourism (PMT), cyclo-tourism circuits, and the Regional Travel Fair, will play prominent roles in the Philippines' ATF showcase, reflecting the country's commitment to celebrating its communities, protecting its heritage, and offering meaningful travel experiences. The Domestic Tourism Invitational Program will also contribute to ATF preparations by ensuring curated, competitive itineraries for international buyers. TPB's strong performance over the past two years has positioned the agency for a confident and competitive ATF hosting. In 2024, TPB achieved its highest budget utilization in history, using 97.97% of its P2.49-billion allocation, resulting in P22.5 billion in actual sales, P4.2 billion in media value, and nearly 20,000 B2B meetings with global buyers. The agency also secured several distinctions, including Best National Tourism Organization in Asia (TTG Asia) for the third straight year, Sustainability Leader of the Year (TripZilla), Most Improved GOCC for 2024, and Best Sustainability Initiatives from the GCG. The Philippines also gained significant global visibility in 2025, from Michelin Guide honors for Filipino culinary talent to the BIE Silver Plaque awarded to the Philippine Pavilion at Expo 2025 Osaka. These achievements reinforce the message that the Philippines is creative, resilient, and ready for the world. ATF 2026 represents a chance to strengthen the country's position as a leader in sustainable tourism promotion, setting the tone for how Southeast Asia recovers, grows, and tells its story. With preparations accelerating in 2025, TPB encourages partners to remain engaged as the Philippines prepares to host this significant event.
