The Department of Tourism (DOT) Region 3 hosted the NorthPhil Expo 2025 at SM City Clark from 17 to 19 October 2025, to boost the tourism sector of Central Luzon.

With the theme “Tourism and Sustainable Transformation,” the event focused on sustainable tourism and was organized by the Association of Tourism Officers of Central Luzon (ATOCEL) and the Philippine Exhibitions and Trade Corporation (PETCO).

The expo showcased top destinations, delicacies, and crafts from Central Luzon provinces and guest provinces including Cebu, Laguna, and Palawan. Partner airline Philippine Airlines also offered special travel packages and promos to visitors.

During the event, guests had their names artistically rendered in Kapampangan script by renowned calligrapher Tang Lucio Sison, while wellness and healing traditions of the region were also highlighted.

DOT Region 3 was recognized with the Most Interactive Booth Award, a distinction the agency said reflects its dedication to creating immersive tourism experiences and connecting with travelers through creativity, culture, and community collaboration.

The Province of Zambales received the Best Corporate Booth Award, the Best Booth Staff Award, and was named first runner-up for the Best Interactive Booth, second only to DOT Region 3.

Governor Hermogenes Ebdane Jr. credited the achievements to the efforts of the Provincial Tourism and Investment Promotions Office (PTIPO-Zambales) and lauded the team for a job well done.

The Province of Bataan won First Place for Best Pavilion, led by artist and creative director John Oneal, who said the pavilion stood out for its visionary design, cultural storytelling, and sustainable artistry. The win reaffirms Oneal’s growing reputation as one of Central Luzon’s most innovative creatives, known for bridging art, design, and sustainability.

The Provincial Government of Nueva Ecija, through its Provincial Tourism Office, also expressed gratitude to exhibitors, partners, and guests who supported their booth.
“Today’s featured stakeholders, the Solid Tour Operators of Nueva Ecija (STONE) and Lake Farm de la Marre Agri-Tourism Park, showcased the province’s excellence in travel services and nature-based experiences,” the provincial government stated.