With the goal of showcasing the Philippines’ diverse tourism offerings and solidifying its position as a premier global destination, the Department of Tourism (DOT) and the Tourism Promotions Board (TPB) Philippines will lead the largest Philippine delegation to the World Travel Market (WTM) 2024 since the pandemic. The WTM 2024 will be held from November 5 to 7, 2024, at ExCeL, London.

The WTM is one of the leading global business-to-business events for the travel industry, bringing together tourism professionals, government ministers, and international media to showcase innovations in travel and tourism. Founded in 1980, the event serves as a vital platform for nations to build business connections and strengthen their global presence.

“We see the World Travel Market London as a vital platform to present the Philippines to a global audience, showcasing the distinctive qualities that set our country apart—from our award-winning destinations and vibrant culture to our rich gastronomy, world-class hospitality facilities, and the renowned warmth of the Filipino people. With our largest delegation of tour operators, hotels, and resorts since the pandemic, the DOT and TPB Philippines are strategically positioned to strengthen international partnerships and solidify the Philippines as a premier destination in the global tourism market, reaffirming our commitment to transforming the country into a tourism powerhouse in Asia, as envisioned by President Ferdinand R. Marcos, Jr.,” said DOT Tourism Secretary Christina Garcia Frasco.

Secretary Frasco, with the support of TPB Chief Operating Officer (COO) Maria Margarita Montemayor Nograles, will lead the Philippine delegation to WTM 2024, joined by representatives from three government agencies and 22 private sector tourism stakeholders.

Participating tour operators and destination management companies include Annset Holidays, Inc., Baron Travel Corporation, Biyaheko.com Corporation, Blue Horizons Travel & Tours, CTPH Travel and Lifestyle Services, Intas Destinations Management, Inc., My Trips Travel and Tours, Rajah Tours Philippines, Sharp Travel Services Philippines, Inc., Travelite Travel and Tours Co., Uni-Orient Travel, Inc., and VIA Philippines Travel Corporation.

Meanwhile, the hotel and resort sector will be represented by Amorita Resort, Atmosphere Resorts & Spa, Club Agutaya, Inc., Crimson Resorts & Hotels, Lihim Resorts, El Nido by Araw Hospitality, Inc., Misibis Resort & Hotel Management, Inc., Ten Knots Development Corporation, The Bellevue Resort, The Funny Lion, and The Lind Boracay.

As of November 1, 2024, international visitor arrivals to the Philippines have reached a total of 4,879,022. The United Kingdom leads as the top European source of visitors, ranking as the Philippines’ ninth-largest source market, with 128,660 arrivals recorded from January 1 to October 31, 2024.

As the UK outbound travel market rebounds, it presents a valuable opportunity for the Philippines. According to Future Market Insights, the UK outbound travel market is valued at USD 90.46 billion in 2024 and is forecasted to grow to USD 206.43 billion by 2034.

Additionally, a Global Travel Profiles report by YouGov indicates that UK tourists are increasingly seeking destinations that offer value for money, outstanding natural beauty, and authentic cultural experiences—qualities that the Philippines offers. With its diverse landscapes, rich history, and immersive travel experiences, the country aligns with the evolving preferences of UK travelers, who now prioritize private tours, bespoke itineraries, and sustainable travel options.

In its 2023 edition, WTM London hosted more than 40,000 travel professionals from 184 countries, solidifying its reputation as the leading platform for industry innovations and opportunities. This year’s event carries the theme “Travel powers the world. How will you use your Travelpower?” emphasizing the industry’s role in global connectivity and progress.

Under the banner of the ‘Love the Philippines’ campaign which promotes the country as a destination of vibrant culture, world-class leisure, and sustainable travel experiences, the delegation seeks to harness the opportunities at the WTM London 2024 through a showcase of the Philippines’ rich cultural heritage, natural attractions, and emerging tourism circuits to global buyers and investors.

The 320.25 sqm country stand will feature award-winning destinations such as Boracay, Palawan, Banaue, Siargao, Bicol, and Cebu. Designed with sustainability at its core, the stand incorporates indigenous Filipino materials such as rattan, bamboo, and solihiya, highlighting the country’s commitment to eco-friendly practices. These natural materials highlight Filipino craftsmanship and symbolize the country’s drive towards sustainable tourism.

“The Philippines is continuously evolving as a leading travel destination, and we are excited to showcase the cultural traditions and innovations that define our tourism industry at the World Travel Market,” said TPB COO Maria Margarita Montemayor Nograles. “We believe that every engagement at our booth will spark interest in discovering the beauty of our shores.” she added.

Visitors can immerse themselves in the ‘Love Leisure’ Boracay-themed activation, featuring traditional hair threading, henna tattoos, and a massage. The ‘Love Culture’ section will offer fashion walks featuring designs by renowned Filipino designer Randy Ortiz, and a photo booth where guests can don Filipiniana costumes and take snaps with a façade of the Paoay Church, a UNESCO World Heritage Site. The ‘Love Flavors’ area will offer daily samplings of Filipino snacks like dried mangoes and sikwate coffee exhibitions.

The Philippines invites the world to be part of this extraordinary experience. Learn more about WTM London 2024 by visiting https://www.wtm.com/london/en-gb.html.