A New Era of Exploration: PHILTOA Unveils 36th Philippine Travel Mart
PHILTOA Launches the 36th Philippine Travel Mart: Boosting the NextGen Tourism
The Philippine Tour Operators Association (PHILTOA) proudly launched the 36th Philippine Travel Mart (PTM) with an exclusive media event at The Peninsula Manila, setting the stage for the country’s most anticipated travel expo happening on September 5–7, 2025 at the SMX Convention Center Manila.
PHILTOA Launches the 36th Philippine Travel Mart: Boosting the NextGen Tourism
Metro Manila, Philippines – July 25, 2025 — The Philippine Tour Operators Association (PHILTOA) proudly launched the 36th Philippine Travel Mart (PTM) with an exclusive media event at The Peninsula Manila, setting the stage for the country’s most anticipated travel expo happening on September 5–7, 2025 at the SMX Convention Center Manila. This year’s theme, […]
What to expect at the 36th Philippine Travel Mart
With 7,641 islands and countless hidden gems, the Philippines always promises more to explore. As enticing travel deals emerge, the Philippine Tour Operators Association’s Philippine Travel Mart, the longest-running interactive tourism expo, stands ready to unveil the nation’s diverse wonders. Under the theme “Boosting the NextGen Tourism,” the 36th Philippine Travel Mart reflects a bold commitment to […]
36th Philippine Travel Mart 2025: Boosting NextGen Tourism
The 36th Philippine Travel Mart 2025 will take place from September 5-7 at the SMX Convention Center in Manila. It centers on “Boosting NextGen Tourism” through themes like sustainability, innovation, wellness, and inclusivity. Organized by the Philippine Tour Operators Association, this event is the country’s longest-standing travel trade exhibition.
Travel Trade events do brisk business selling the Philippines
This year’s Philippine Travel Exchange (Phitex) generated over P396.22 million in sales leads, despite fewer sellers.
This was disclosed by Tourism Promotions Board (TPB) Chief Operating Officer Maria Margarita Montemayor Nograles at the close of Phitex on Friday, at the Conrad Manila. The value was estimated from 288 reported sales leads by 115 sellers, who had meetings with 97 buyers from 18 countries. Last year’s Phitex, held in Cebu, generated sales leads valued at P346.04 million by 119 sellers of Philippine destinations and tours, after meeting with 88 buyers.
She told reporters that this year’s Phitex included buyers from India, a market the TPB has been trying to penetrate, due to its growing outbound market. Market studies showed some 21 million Indians traveled internationally in 2022, making India the largest source market of outbound tourists in Asia. Prior to the pandemic, Indian outbound travelers reached 27 million. (See, “TPB pushes ‘Wedding Season’ for Indian visitors in the PHL,” in the BusinessMirror, July 6, 2024.)
Buyers from other emerging markets also joined this year’s Phitex, such as the United Arab Emirates, Macau SAR, Indonesia, Turkey, France, and Spain. TPB is the marketing arm of the Department of Tourism (DOT).
Nograles added the recent Phitex highlighted “experiential travel, which buyers are really looking to see more. [These are] experiences with our Indigenous communities, our culture, experiences into learning a skill maybe how to cook, learning English. So, it’s meaningful and purposeful. This is what the world is looking for now.” Phitex was held from September 3 to 5.
More tourism roads funds urged
At the 35th Philippine Travel Mart (PTM), which opened on Friday, Tourism Secretary Christina Garcia Frasco said the DOT has proposed to Congress P8 billion to construct more tourism roads to destinations. Under the National Expenditure Program for 2025, the Department of Public Works and Highways was allocated “continuing funds of over P6 billion” for said projects, under its convergence program with the DOT.
She was hopeful that more routes into and around the country would materialize before yearend. “We’re excited that new routes will be launched by the latter part of this year and we’re looking at the expansion of more routes into opportunity markets like India because we know there are lots of tourism opportunities there,” she added. Flag carrier Philippine Airlines started flying direct to Seattle this month, while Civil Aviation Authority of the Philippines Director General Manuel “Skee” Tamayo recently disclosed that his agency has approved Air France’s request to mount direct flights between Paris and Manila starting in December. Frasco noted that the Philippines has already recorded “99 percent international connectivity” in terms of flights compared to prepandemic 2019 levels, and “94 percent domestic connectivity.” She said they were eyeing more direct flights to “island destinations” from South Korea and Japan.
As of September 5, the Philippines received 4.08 million foreign visitors, but will likely miss the DOT’s conservative target of 7.7 million this year.
Philtoa eyes sales over P240M
For his part, Philippine Tour Operators Association Arjun Shroff expressed confidence this year’s PTM will exceed the P240 million in sales generated last year. “This is the longest-running premier travel event that brings together the brightest minds and most passionate hearts in the tourism industry,” he said in his welcoming markets on Friday.
The event, which ended on Sunday, gathered almost 300 exhibitors including tour operators, tourism offices, travel agencies, airlines, hotels, and resorts at the SMX Convention Center in Pasay.
Frasco described the event as “a crucial avenue for presenting the richness and diversity of our country’s tourism offerings.” She also credited the tourism stakeholders for the country’s recent honors at the World Travel Awards. “These awards reflect not only the world-class beauty of our country but also the dedication and passion of every single one of you in this room.” (See, PHL tourism takes home 13 honors at World Travel Awards Asia edition,” in the BusinessMirror, September 6, 2024.)
The PTM opening was also attended by TPB’s Nograles as well as representatives from the diplomatic community, event sponsors, and partners.
Unmatched Filipino warmth and MICE capabilities fuel Philippines’ top tourism ranking
According to Tourism Secretary Christina Frasco, to sustain the industry’s gains, the tourism department is leading new initiatives, including experiential tourism and the diversification of tourism products.
THE Philippines’ top ranking as the leading destination for domestic tourism in Southeast Asia is credited by the Department of Tourism (DOT) to its unique competitive edge: the exceptional warmth of its people and the renowned Filipino hospitality that attracts tourists to come back.
“Filipinos are really unparalleled as far as their ability to provide warmth, hospitality, love and where we treat every guest as our family,” DOT Secretary Christina Garcia-Frasco told the BusinessMirror during the 35th Philippine Travel Mart (PTM) grand opening ceremony on Friday, at SMX Convention Center in Pasay City.
Secretary Garcia-Frasco highlighted the Philippines’ readiness to host meetings, incentives, conferences, and exhibitions (MICE) events, citing the recent World Travel Awards (WTA) in Manila as a prime example of the country’s tourism success.
The Philippines secured eight awards at this year’s WTA, including Asia’s Leading Dive Destination for the sixth consecutive year since 2019. Additionally, the country was honored as Asia’s Leading Beach Destination and Asia’s Leading Island Destination. Intramuros was named Asia’s Leading Tourist Attraction, Boracay received the title of Asia’s Leading Luxury Island Destination, and Cebu was recognized as Asia’s Leading Wedding Destination. The “Love the Philippines” campaign, launched in mid-2023, also won the award for Asia’s Leading Marketing Campaign 2024.
Frasco also highlighted the country’s well-established convention centers and accommodations, noting that these, combined with the unmatched hospitality, enhance the overall appeal of the destinations.
In addition to its renowned hospitality, the tourism secretary pointed out that the Philippines offers a diverse range of tourism experiences. Beyond its “famous sun, sand, and sea,” the country boasts adventure tourism, gastronomy, arts, health and wellness, and sports tourism, all of which she said contribute to unforgettable visitor experiences.
In 2023, the Philippines attracted over 5.45 million travelers, and by September 5, 2024, more than 4 million arrivals had already been recorded, indicating a strong and sustained interest in the country, according to the tourism chief.As of August 2024, the country reported over P362 billion in international visitor receipts, achieving a recovery rate of more than 111 percent compared to 2019.
“This financial rebound underscores the growing appeal of the Philippines and the robust recovery of the tourism sector,” she said.Tourism remains a vital driver of the Philippine economy, contributing 8.6 percent to the GDP in 2023 and generating a total of P3.36 trillion in domestic and international visitor receipts.
Frasco noted that the tourism sector has seen its highest growth rate in 24 years, with a 47.9 percent increase in tourism direct gross value added (TDGVA), according to the Philippine Statistics Authority (PSA). Additionally, the Bangko Sentral ng Pilipinas (BSP) reported a net trade surplus in travel services amounting to $2.4 billion in 2023.
“Longer stay, higher spend, more livelihood, more income for our tourism stakeholders,” Frasco said.
According to Frasco, to sustain the industry’s gains, the tourism department is leading new initiatives, including experiential tourism and the diversification of tourism products. She said, “We are moving beyond traditional tourism by inviting travelers to engage with the Philippines on a deeper level through our local communities, our arts, our cuisine, and our everyday life,” she said.
35th Philippine Travel Mart
At the grand opening of the 35th Philippine Travel Mart (PTM), themed “Love the Next Gen Tourism,” which saw participation from key executives, partner brands, and regional tourism directors, Philippine Tour Operators Association (Philtoa) President Arjun Shroff emphasized that the theme bridges cultures, shapes the future, and paves the way forward.
“As we navigate a world transformed by unprecedented challenges and opportunities, we must embrace a new era of tourism that is sustainable, inclusive, and technologically advanced,” Shroff stated.
“We must also harness the power of technology to enhance the traveler experience while simultaneously protecting our natural and cultural heritage,” he added.
Frasco commended Philtoa and the PTM as the “longest-running and most dynamic interactive expos of Philippine destinations.” She noted that since its inception three decades ago, the PTM has been a vital platform for showcasing the country’s diverse tourism offerings to the world, attracting both trade and consumer markets, and solidifying the Philippines’ reputation as a top travel destination.
Notably, the PTM achieved P240 million in event sales in 2023, underscoring its significant impact on the tourism industry.
Meanwhile, in a media interview, Frasco emphasized the importance of dealing with accredited tour operators, travel agencies, and establishments to avoid scams for travelers. She noted that partnerships with Philtoa are highly valued, as they have made significant efforts to collaborate with the DOT on ongoing and current accreditation processes.
DOT halfway through year-end target; records 4M foreign visitors
The Philippines is halfway through its arrival target for the end of 2024 after recording 4.08 million international visitors as of Sept. 5.
Tourism Secretary Christina Frasco disclosed the latest number at the opening of the 35th Philippine Travel Mart (PTM) in SMX Convention Center on Friday.
The tourism chief said this figure, while still 3.61 million short of its target of 7.7 million by year-end, already reflects “sustained interest in the Philippines.”
In terms of receipts, Frasco said the sector has achieved full recovery of pre-pandemic figures, yielding P362 billion from January to August 2024, at least 111.17% higher than the P326 billion it recorded in the same period in 2019.
“This financial rebound underscores the growing appeal of the Philippines and the robust recovery of the tourism sector,” she said.
Frasco said the DOT would continue diversifying its portfolio to further attract international tourists to travel and discover the Philippines.
“We are pioneering new approaches such as experiential tourism and diversification of tourism products. We are moving beyond traditional tourism by inviting travelers to engage with the Philippines on a deeper level,” she said.
“We are offering unique and immersive experiences that connect visitors to the heart and soul of the Philippines,” she added.
Travel mart
Likewise, she urged locals to travel around the country and make use of travel expos like the PTM when planning trips or buying tour packages for a discounted rate
“The PTM has become a vital platform to showcase our diverse tourism offerings to the world and attract trade and consumer markets, and reinforce our position as a top travel destination,” she said.
The three-day PTM, which ran until Sept. 8, featured at least 300 exhibitors from airlines, hotels and resorts, travel agencies and tour operators, and DOT regional offices.
In 2023, its organizer, the Philippine Tour Operators Association (PHILTOA), said the event generated bookings in popular and emerging destinations across the country, including the Spratly Islands and the Bangsamoro Autonomous Region in Muslim Mindanao.
“This year, a number of exhibitors will also sell packages to popular international destinations—Asia, the US, Europe, and Australia as well,” it said.
Last year, the PTM drew approximately 60,000 in foot traffic and was able to reach P240 million in event sales.
35th Philippine Travel Mart opens at SMX Convention Center with new and exciting destinations
The Philippine Tour Operators Association (PHILTOA) welcomed travelers at the 35th Philippine Travel Mart, which will be held on Sept. 6 to 8 at the SMX Convention Center in Pasay City. This year’s three-day event features 300 exhibitors, the biggest number since the pandemic.
For PHILTOA’s Board of Trustees, Philippine Travel Mart, the Philippines’ longest running travel fair, is a great opportunity to highlight popular and emerging destinations in the Philippines and to give local tourism a boost. “The 35th Philippine Travel Mart is the biggest collaboration of the country’s tourism players,” said Arjun P. Shroff, PHILTOA president.
The event brings together tour operators, tourism offices, travel agencies, airlines, hotels and resorts. There you can find great travel packages, deals and discounts so you can have more adventures across the country, and in popular foreign places visited by Filipinos.
It’s also a celebration of the beauty and culture of the Philippines – from Batanes to Zamboanga – as it showcases diverse destinations in Luzon, Visayas and Mindanao through its many pavilions. “Philippine Travel Mart always puts the spotlight on Philippine tourism. Every region has its booth representing their unique and beautiful destinations, rich culture, culinary delights and more to entice the public to visit,” said Harold S. Atondo, PHILTOA secretary general.
“The 2024 Philippine Travel Mart offers a one-stop shop for travel enthusiasts to explore new destinations, plan their trips, and avail of exclusive discounts,” said Maria Lourdes F. Japson, PHILTOA’s 1st vice president.
At the Philippine Travel Mart, you can go on a mini tour of the Philippines and tick off destinations on your bucket list at great prices. Some exhibitors are participating for the first time this year, bringing fresh offerings and giving guests more options and travel opportunities to choose from.
“For three days, SMX will be the venue for all exhibitors to showcase the best of what the Philippines can offer any traveler,” said PHILTOA treasurer Dina May Flores.
Japson added, “In the wake of the pandemic, tourism has evolved, with travelers now seeking more meaningful and responsible experiences. Reflecting this transformation, PHILTOA proudly presents the 35th Philippine Travel Mart’s theme: ‘Love the NextGen Tourism.’”
The theme emphasizes the importance of tourism practices that will benefit future generations.
NextGen Tourism has four pillars: Sustainability (“Embrace eco-friendly travel that protects our environment and supports local communities. ‘Travel today, treasure tomorrow,’” said Japson), Digitization (Enjoy smarter travel through AI planning, virtual reality explorations, and intuitive apps. ‘Digital travel means smarter travel.’), Inclusivity (“Engage in community-based tourism that empowers locals and celebrates diversity. ‘Travel that empowers.’”), and Health and Wellness. (“Find rejuvenating experiences that enhance well-being. ‘Travel that heals.’”)
Japson stressed, “Join us in shaping the future of tourism: sustainable, tech-savvy, inclusive, and health-focused. The future of travel is now.”
The fair is your chance to book highly popular destinations and perhaps your old favorites but it’s also a great opportunity to discover new corners of the country to fall in love with and new experiences to enjoy. Favorite international destinations – Asia, the US, Europe and Australia – will be showcased as well.
“We not only shine the spotlight on our own country, we also allow the traveling public to explore other countries because we all know travel is the best educator, and it is to our national benefit if all Filipinos can travel and bring home the best global practices,” said PHILTOA’s 2nd vice president Mary Ann F. Ong.
There are so many hidden gems for you to uncover at the Philippine Travel Mart. You can book tour packages in the Spratly Islands and the Bangsamoro Autonomous Region in Muslim Mindanao (BARMM) or make plans to go grape-picking in La Union or lemon-picking also in La Union and Benguet.
Atondo said, “The Philippine Travel Mart is created for every Filipino. It’s for Filipino travelers, stakeholders, and a celebration of our ever-evolving tourism industry featuring tapestries, culinary offerings, and more.”
Last year, the Philippine Travel Mart drew over 60,000 travelers and visitors in search of their next adventures, generating P250 million in sales. “We expect the foot traffic to be greater this year,” said Shroff. “Attendees come to enjoy, look, book and buy.”
The Philippine Travel Mart is one way PHILTOA gives local tourism a boost. Shroff said, “PHILTOA has supported the Department of Tourism through the years by staging the Philippine Travel Mart. Through the event, we are able to empower all the regional members and partners to come meet their customers face to face. This creates a lot of jobs in the tourism industry to help support the nation’s tourism growth.”
While deals and packages for international trips will be available at the event, it is PHILTOA’s hope that Filipino travelers will also grab the chance to explore parts of the country they haven’t experienced before. Shroff said, “We should be the first to explore our beautiful and exotic islands that so many foreigners have been appreciating for so long. Huwag maging dayuhan sa sariling bayan.”Going to the 35th Philippine Travel Mart? Here are some tips from PHILTOA’s Board of Trustees:
“Don’t miss the food tasting, the mini regional experiences, the performances of each region, and of course the great deals! Keep your ticket because you might just win a prize.” – Arjun P. Shroff, PHILTOA president
“Plan ahead by reviewing the list of exhibitors and schedule of activities to prioritize your visit. Bring essentials – a notebook, pen, and reusable bag for brochures and giveaways. Take part in interactive booths, cultural performances, and travel seminars. Look out for time-sensitive promotions and discounts available only during the fair. Use the opportunity to connect with travel industry professionals for insider tips and recommendations.” – Maria Lourdes F. Japson, PHILTOA 1st vice president
“Come early in the day, when the sellers are not so busy yet, to have a more in-depth discussion and find the best deals.” – Mary Ann F. Ong, PHILTOA 2nd vice president
“List down the destinations you want to visit, look for exhibitors offering those destinations and compare rates and offerings. Once you have chosen the best deals, be ready with your cash or credit cards to avail of the promos offered only during the three-day Philippine Travel Mart.” – Ely Casas, PHILTOA trustee, transportation
“Come early and come with lots of patience.” – Shanna Almazan, PHILTOA trustee, hotel services
“Be open to new destinations showcased at the event, you might discover hidden gems or unique travel opportunities in your new destination. Enjoy the experience and the vibrant atmosphere of the Philippine Travel Mart. It’s not just about planning your next trip but also immersing yourself in the excitement and diversity of travel options available.” – Jinky T. Toribio, PHILTOA trustee, other services
UnionBank credit card holders will enjoy exclusive travel perks and privileges at the event. Aside from waived entrance fees for cardholders, UnionBank’s PAYEASY facility allows greater flexibility with 0-percent installment payment plans on exciting travel deals and packages from participating travel agencies, airlines and related travel products and services.
Tickets may be purchased online at www.philtravelmart.com/buyticket. For more details, visit philtravelmart.com, email philtravelmart@philtoa.com and follow @philtravelmart on Facebook and Instagram and get a chance to win gift certificates from hotels, resorts, and tour operators.
The Philippine Travel Mart is co-presented by the Department of Tourism and the Tourism Promotions Board and sponsored by UnionBank, GCash, ITPI, and Philippine Airlines.
Philippines’ emerging destinations featured at 35th Philippine Travel Mart
MANILA, Philippines — The Philippine Tour Operators Association (PHILTOA) has returned with the 35th Philippine Travel Mart, one of the country’s longest-running travel fairs, eyed to boost local tourism in the country’s emerging destinations at the SMX Convention Center in Pasay City.
Over 300 exhibitors from 18 regions nationwide—the largest number since the pandemic—have set up booths at the event to promote lesser-known attractions aside from the popular destinations.
The three-day event, which brings together hotels, resorts, travel agencies, tour operators and tourism offices, will run until Sunday, September 8. PHILTOA president Arjun Shroff said the travel mart underscores the organization’s commitment to “next-generation tourism.”
“This 35th Philippine Travel Mart is a testament to our commitment to next-generation tourism,” Shroff said during the launch on Friday, September 6. “It is a platform for sharing knowledge, forging partnerships, and showcasing the best of what the 7641 sun-kissed islands [of] our Philippines [have] to offer.”“Here, you will find a vibrant tapestry of destinations, culinary delights, amazing experiences, and innovations that reflect the dynamism and resilience of the Philippine tourism industry,” he added.
With the theme “Next Gen Tourism: Connecting Cultures, Shaping the Future,” this year’s event features designed booths and pavilions from each region, highlighting their culture, attractions, colors and cuisine.Shroff said greater foot traffic is expected this year.
Last year, the Philippine Travel Mart drew over 60,000 foot traffic, generating P250 million in sales.
Each region and province provides a taste of its culture through mini-tours that include cultural performances and travel seminars.
Other brands and institutions in tourism and hospitality offer accommodation, airfare deals and tour packages.
Tourism Secretary Christina Frasco affirmed support with PHILTOA and the private sector, local government units and partners to help Philippine tourism thrive, attract more travelers and promote sustainable practices.
“In 2023, the PTM saw impressive accomplishments with P240 million in event sales, a clear indication that the PTM continues to be [a] key engine for [the] driver of growth in the tourism industry,” Frasco said.
“Since its inception three decades ago, PTM has become a vital platform to showcase our diverse tourism offerings to the world, attract both trade and consumer markets, and reinforce our position as a top travel destination,” she added.
The Philippine Travel Mart is in partnership with the PHILTOA, Department of Tourism, Tourism Promotions Board. — Intern, Mabel Cardinez