MANILA – More foreign tourists are expected to visit the Philippines after the Tourism Promotions Board (TPB) generated a record PHP436.3 million in sales leads at the ASEAN Tourism Forum (ATF) 2025 Travel Exchange (TRAVEX) in Johor Bahru, Malaysia on Jan. 15-17.

In a news release on Monday, the TBP Philippines said the figure represents an 8.38 percent increase from last year’s participation.

“The record-breaking sales leads reflect not just the interest in our destinations but also the trust international buyers have in the Philippines as a tourism hub, which represents a strong foundation for sustained collaboration and growth in the years to come,” TPB Philippines chief operating officer Maria Margarita Montemayor Nograles said.

At the ATF TRAVEX, the Philippines showcased its pristine beaches and vibrant cultural heritage.

The country also underscored its commitment to sustainable tourism practices.

The Philippine delegation included 17 local exhibitors representing travel agencies, hotels, resorts, MICE (Meetings, Incentives, Conferences and Exhibitions) venues, and an airline engaged with 355 international buyers.

Cultural performances and a musical medley by Filipino homegrown talents Acapellago, Sindaw Performing Arts Group, and violinist Juleous Gacang were featured.

Guests were also treated to a four-course Filipino menu by Tatler Rising Star Chef Don Baldosano and a diverse selection of Asian-inspired international dishes prepared by the Renaissance Hotel.

"This commitment to creating experiences that connect people across borders is something we all share, and tonight’s dinner is our way of saying salamat —thank you— for your partnership, friendship, and support in championing Southeast Asia as a world-class tourist destination,” Nograles said.

Meanwhile, Tourism Secretary Christina Garcia Frasco formally accepted the chairmanship of the ATF 2026 during a ceremonial handover at the closing of ATF 2025 at Johor International Convention Center on Jan. 20. (PNA)