The Philippines will be among the 184 countries participating in this year’s World Travel Market (WTM) in London, in a bid to strengthen its global tourism presence and attract more foreign visitors to its world-renowned destinations.

Tourism Secretary Christina Garcia Frasco and Tourism Promotions Board (TPB) Chief Operating Officer Maria Margarita Montemayor Nograles will lead the country’s delegation to the annual event from 4 to 6 November at Excel, London, which is expected to draw 43,000 global tourism professionals and stakeholders.

The two officials will present the country’s latest tourism developments and unique travel experiences.

“Our participation in the World Travel Market London is a celebration of the Filipino spirit—creative, resilient, and full of heart. With our 27 exhibitors representing the best of our destinations, experiences, culture, and hospitality, we bring to the world the story of a nation that continues to rise with purpose and pride. In line with the vision of President Ferdinand R. Marcos Jr., we stand ready to forge partnerships that will open doors of opportunity for our tourism stakeholders, uplift communities, and allow the country to rise as a tourism powerhouse in Asia,” Secretary Frasco said.

Aside from Nograles and Frasco, the Philippine delegation will also include 27 tourism stakeholders from the private sector, composed of destination management companies, tour operators, and accommodation providers.

The list includes Annset Holidays, Inc.; Asia Venture Philippines; Biyaheko.PH; Blue Horizons Travel & Tours; The Baron Travel Corporation; Boracay Adventures Travel N Tours; CTPH Tour; Intas Destination Management Inc.; Uni Orient; MyTrips Travel and Tours; Quasar Travel & Tours; Rajah Tours Philippines, Inc.; Sharp Travel Service; Southeast Travel Corporation; Travelite and Tours Corporation; T.R.I.P.S. Travel; Khiri Travel Philippines; Haranah Tours Corporation; Amorita Resort; El Nido Resorts; Bohol Beach Club; The Bellevue Resort; Discovery Shores Boracay; The Funny Lion; Marriott International; and Megaworld Hotels & Resorts.

UK Travel Trends

As of October, the United Kingdom remains one of the Philippines’ top source markets, ranking eighth with 126,301 visitor arrivals recorded.

According to Market Research Future, the UK Travel and Tourism Market is projected to grow at a compound annual growth rate (CAGR) of 7.84 percent from 2024 to 2035, driven by digital innovation, sustainability, and increasingly personalized travel experiences.

UK travelers are becoming more digitally driven, relying heavily on online platforms for destination research, bookings, and itinerary planning. At the same time, demand continues to grow for responsible tourism and accommodations that positively impact the environment and local communities.

Philippine stand

The 330-square-meter Philippine pavilion will offer visitors a multisensory journey through the country’s diverse tourism experiences.

Guests can experience a traditional hilot session, introducing Filipino wellness heritage, alongside a coffee tasting featuring distinct local brews from Benguet, Batangas, and Davao del Sur.

“Through this experience, we aim to bring a piece of home to London—from our timeless healing traditions to the rich taste of our coffee. Beyond the sights and sounds, we want visitors to truly feel the warmth, creativity, and soul of the Filipino people. This is an invitation to rediscover what makes the Philippines unforgettable,” said Nograles.

The stand will also highlight the country’s colorful weaving traditions and natural wonders, such as the Banaue Rice Terraces, and the scenic landscapes and seascapes of Cebu, Bohol, Bicol, South Cotabato, Batangas, Palawan, and Aklan.