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Manila Bulletin devider Philippines devider National devider Philippines courts European tourists at London expo

Philippines courts European tourists at London expo

Published Nov 4, 2025 04:03 pm

At A Glance

  • The Philippines is showcasing its tourism offerings to high-value European travelers at WTM London 2025, Nov. 4–6, at ExCeL London.
  • DOT Secretary Christina Garcia-Frasco and TPB COO Maria Margarita Montemayor Nograles lead a 27-member delegation of tourism stakeholders.
  • A 330-sqm Philippine pavilion features hilot wellness therapy, specialty coffee tastings, indigenous weaving, and cinematic presentations of key destinations.
  • The United Kingdom ranks eighth among the country's tourism markets, with 126,301 arrivals as of Oct. 1.
The Philippines, through the Department of Tourism (DOT), is showcasing its tourism offerings to European travelers at the World Travel Market (WTM) London 2025 from Nov. 4 to 6 at ExCeL London in the United Kingdom.
DOT Secretary Christina Garcia-Frasco and Tourism Promotions Board (TPB) Chief Operating Officer Maria Margarita Montemayor Nograles are leading a 27-member Philippine delegation.
The group includes hotel and resort operators, destination management companies, and tour operators set to present elevated travel experiences to more than 43,000 international buyers, tourism executives, and media representatives.
Frasco highlighted the London mission as a pivotal opportunity to amplify the Philippines’ global tourism presence.
She said the showcase reflects the creativity, resilience, and hospitality of Filipinos and aligns with President Ferdinand Marcos Jr.’s vision to expand opportunities for tourism stakeholders, uplift communities, and position the Philippines as a leading destination in Asia.
A 330-square-meter Philippine pavilion will immerse visitors in the “Love the Philippines” experiential offerings.
It will feature traditional hilot wellness therapy, coffee tastings with specialty brews from Benguet, Batangas, and Davao del Sur, and indigenous weaving demonstrations.
The pavilion will also present cinematic highlights of key destinations, including the Banaue Rice Terraces, Cebu, Bohol, Bicol, South Cotabato, Batangas, Palawan, and Aklan, offering European buyers an in-depth glimpse of Philippine culture and tourism experiences.
“We aim to bring a piece of home to London—from timeless healing traditions to the rich character of Philippine coffee—so visitors can feel the warmth and creativity of the Filipino people and rediscover what makes the Philippines unforgettable,” Nograles said.
The United Kingdom remains among the country’s most valuable tourism markets, ranking eighth with 126,301 arrivals as of Oct. 1.
The UK travel market is projected to grow steadily in the coming years, driven by digital innovation and sustainable tourism, further enhancing the Philippines’ opportunity to attract European visitors.
Beyond promoting destinations, Philippine participation also seeks to forge partnerships with tour operators, digital travel platforms, media groups, and content creators.
These collaborations aim to expand visitor arrivals, increase tourism revenue, and attract foreign investments, reinforcing the Philippines’ effort to secure a larger share of Europe’s outbound travel market.

Related Tags

PH tourism WTM London 2025 European travelers
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