Daily TribuneThe participation of the Philippine delegation in the ADIBF is part of the strategy to cement the Philippines as a center for creative content in Southeast Asia.
The Philippine booth at the Abu Dhabi International Book Fair.
Photographs courtesy of NBDB
Some of the Philippine books showcased at the fair.
The Philippines made a stunning comeback at the Abu Dhabi International Book Fair (ADIBF) 2025, with a strong presence that highlighted the country’s growing role in the international book market.
This year’s event — which took place from 26 April to 5 May at the Abu Dhabi National Exhibition Centre — was defined by the collaboration between the National Book Development Board (NBDB) and the Book Development Association of the Philippines, alongside a number of Filipino publishers who were keen to make their mark in the Arab market. Notably, all participating publishers are members of the BDAP, further underscoring their commitment to elevating Philippine publishing on the global stage.
The Philippine delegation was jointly led by NBDB executive director Charisse Aquino-Tugade and BDAP president Andrea Pasion-Flores. The publisher-focused lineup was composed of Pasion-Flores herself (Milflores Publishing), Ken Ortiz (Anvil Publishing), Jhorie Arciga (University of the Philippines Press), Gwenn Galvez (Rex Education), Mary Ann Ordinario (ABC Educational Development Center), Cindy Wong (8Letters Bookstore and Publishing), Ruth Ann Octaviano (Central Books), and Jerico Silvers (J. Silvers Publishing). Together, they represented a variety of literary genres, from scholarly works and children’s books to graphic novels and poetry.
Having a publisher-focused delegation is a strategic move, as the Philippine book industry targets more opportunities for distribution and translation. Each publisher promoted a carefully curated number of works that reflect the Philippines’ literary diversity, from visual narratives in the form of comics to educational materials that convey the country’s culture and values.
“For the Philippines, the Arab book market is still largely untapped,“ said Aquino-Tugade, “and it’s time that we change that because, as our participation at Abu Dhabi has confirmed, our stories are very much in demand in this part of the world. To call it a significant market would be an understatement as it’s also notably a point of convergence for many of the most interesting players in the book world, including Egypt, Azerbaijan and Central Asian countries such as Kazakhstan.”
Aquino-Tugade continued, “These are countries that actually picked up our rights at the fair. We’re setting our sights to new markets and readerships, and I think we were able to do just that at Abu Dhabi.”
Interestingly, the genres that garnered the most attention during the ADIBF 2025 were children and young adult, literature, and general interest, among others. This further highlights the fascination and curiosity as to what Philippine literature can offer to readers and publishers from the Arab market and beyond.
Aside from the showcase, the Philippine delegation also hosted a reception last 27 April, during which key figures in the Arab publishing and literary circles attended to learn more about stories from the Philippines.
The collaboration between the NBDB and BDAP has been vital in promoting the visibility of Philippine books on the global scene. BDAP’s participation in the event emphasized the importance of cooperation in fueling the development of the local publishing industry, making the Philippines an influential player in the global book market.
“One of the biggest accomplishments of this delegation was having myself, the NBDB, and the Philippine ambassador to the UAE Alfonso Ver meet with the Arab Language Center,” said Pasion-Flores. “I think we will be coming into the Arabic market stronger in the next couple of years, particularly in 2027 where we are aiming to be the ADIBF’s guest of honor.”
She added, “There was a wide variety of books that people were looking for in retail. In terms of rights selling, the quickest results can be seen from the sales of children’s picture books. Apparently, 10 percent of the UAE’s population is Filipino. We found a hunger for Filipino books, both for children and adults, that distributors there want to address. I think we can make an even stronger showing of Filipino books in the coming couple of years.”
The participation of the Philippine delegation in the ADIBF is part of the strategy to cement the Philippines as a center for creative content in Southeast Asia. With the country’s appointment as the Guest of Honour for the Frankfurt Book Fair 2025, the world’s biggest book fair, the Philippines is poised to further expand its reach across global markets with the support of initiatives like the NBDB’s translation subsidy program. This program provides funding assistance to foreign publishers who are willing to translate Filipino literary works into other languages, further boosting the international dissemination of Philippine literature.
At the closing of the event, the participation of the Philippine delegation in the ADIBF represents a major milestone in reaching the international market for Filipino-written books. The NBDB and BDAP are dedicated to further generating more avenues for Filipino authors and publishers to share their tales with readers around the world.
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