The Philippines is banking on stronger ties with Japan to supercharge its tourism sector, following the successful conclusion of the 2025 Philippine Business Mission (PBM) to Osaka and Tokyo, which yielded a record-breaking P262.8 million in sales leads – a 43 percent increase from 2023.

Held on 9 and 11 June, the high-level trade and promotions event organized by the Tourism Promotions Board (TPB) in partnership with the Department of Tourism (DOT) aimed to revive and deepen bilateral tourism and business partnerships. Japanese tourists currently represent the Philippines’ third largest source of international visitors.

“Our message to Japan is clear: the Philippines is open, ready, and excited to welcome more Japanese travelers to our shores,” TPB Chief Operating Officer Maria Margarita Montemayor Nograles said, noting the scale and enthusiasm of the Japanese market.

PBM 2025 brought together 46 Philippine tourism sellers in Osaka and 42 in Tokyo, with over 1,282 business appointments and meetings held with 185 Japanese buyers – a testament to the country’s continued appeal as an island destination known for luxury, wellness, and cultural diversity.

“We deeply value Japan's sustained interest in the Philippines' natural beauty and our shared vision for immersive, meaningful, and sustainable tourism,” Nograles added.

From luxury resorts and heritage hotels to airlines and eco-tourism stakeholders, the Philippine delegation presented the full spectrum of the country's tourism offerings. Notable participants included Solaire Resort North, Okada Manila, The Manila Hotel, Shangri-La Mactan Cebu, Philippine Airlines, and Cebu Pacific, among others.

The PBM is a flagship initiative launched in 2005 and has become a cornerstone of the country’s tourism promotion strategy in Japan. It combines business-to-business meetings, networking receptions, and travel seminars to strengthen international market presence.

With the momentum from the Japan leg, the TPB is now preparing for the next round of its regional promotions drive, with the Philippine Business Mission set to visit Busan, Daejeon, and Seoul in South Korea this November.