The Philippines earned a total of P436,970,868 in sales leads during its participation at the World Travel Market (WTM) 2024, held from Nov. 5 to 7 at the ExCeL Convention Center in London, the Department of Tourism (DOT) said on Monday, Nov. 25.
DOT Secretary Christina Garcia-Frasco said the country’s participation in WTM 2024 resulted in an increase of over P178 million compared to the previous year.
A 22-member delegation from the private sector, including tour operators, destination management companies, and hotels and resorts, joined the DOT and the Tourism Promotions Board (TPB) Philippines to showcase the country’s diverse tourism offerings, generating 466 sales leads and 41 onsite bookings.
Representatives from the Aklan Provincial Government, the Tourism Infrastructure and Enterprise Zone Authority (TIEZA), and the Philippine Retirement Authority (PRA) were also part of the delegation.
“The success of our participation in WTM 2024 reflects the delegation’s collective efforts to highlight the Philippines as a top global destination,” Frasco said, noting that this year’s event marked the country’s largest delegation to the WTM since the pandemic.
In her speech at the Philippine Pavilion, Frasco noted that evolving travel trends show tourists now seek authentic, immersive experiences.
She also emphasized the DOT’s focus on sustainable tourism, diversifying offerings, and ensuring long-term attractiveness under the leadership of President Ferdinand R. Marcos Jr.
The Philippine Pavilion attracted significant attention from global media and tourism stakeholders, featuring major destinations like Palawan, Boracay, Cebu, and Siargao, alongside emerging destinations such as Bohol, Negros Oriental, and Ilocos Norte.
Visitors enjoyed cultural displays, including traditional Filipino hair threading, coffee tastings, and a photo booth featuring Paoay Church, as well as vibrant fashion walks by renowned Filipino designer Randy Ortiz.
TPB Chief Operating Officer Maria Margarita Montemayor Nograles expressed pride in the country’s successful participation, underscoring the opportunity to showcase the Philippines’ cultural, natural, and adventure tourism experiences on the global stage.
The Philippines’ presence at WTM 2024 aligns with the growing demand in the UK’s outbound travel market, projected to reach USD 90.46 billion in 2024, according to Future Market Insights.