Tourism is not a solo act. In this symphony of efforts, every collaboration, every handshake, every shared vision moves the Philippines further onto the world stage. It is a story written not by one, but by many.

This is what Tourism Promotions Board (TPB) Philippines honors in Pasasalamat, a tribute to the partnerships that have made the country’s rise in global tourism possible. It is an occasion to reflect, to acknowledge, and to set our sights on new horizons.

The past year, more than a year of growth, was a leap. In 2024, the TPB recorded ₱11.3 billion in sales leads, a 44.8 percent increase from the previous year. The momentum was driven by strategic partnerships that amplified the Philippines’ presence worldwide.

Global media giants like CNN, Bloomberg, and Euronews placed the country in front of millions while collaborations with Timothy Granaderos, Nico Santos, Josh de la Cruz, Korean actor Kim Ji Soo, and American pop-rock act LANY turned visibility into resonance. The result was over ₱1.44 billion in media values, proving that when the right voices speak for the Philippines, the world listens.

The impact extended beyond media exposure. Participation in international travel fairs, including ITB Berlin and the World Travel Market in London, yielded ₱918 million in sales leads, further strengthening the country’s position as a must-visit destination.

“Pasasalamat is a celebration of what we have accomplished together through the unwavering support of our partners,” said Marga Nograles, TPB chief operating officer. “Their belief in our shared vision has driven remarkable progress. This year, we aim for even greater milestones, knowing that this journey is one we continue side by side.”

Tourism shapes how the world sees us, how we see ourselves. “It is everyone’s business,” Nograles added. “As we move forward, we look to strengthen the ties that brought us here and forge new ones that will take us further.”

As TPB steps into another year of challenges and possibilities, Pasasalamat is more than gratitude, it is a call to action--to tell our story with greater conviction, to showcase the Philippines not just as a destination, but as an experience, a memory, a feeling that stays with those who visit.