Philippines to showcase tourism at World Travel Market London 2025

The Philippines is set to reaffirm its position as a world-class destination as it joins the World Travel Market (WTM) London 2025, one of the most influential events in global tourism, to be held from 4 to 6 November at the Excel London, United Kingdom.

The Tourism Promotions Board (TPB) Philippines and the Department of Tourism (DOT) will showcase the country’s best destinations, products, and experiences before more than 43,000 expected attendees and exhibitors from 184 countries.

Tourism Secretary Christina Garcia Frasco and TPB Chief Operating Officer Maria Margarita Montemayor Nograles will lead the Philippine delegation in presenting new developments and travel offerings that highlight the country’s diversity, creativity, and hospitality.

“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,” said Frasco. “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 up as a tourism powerhouse in Asia.”

The Philippine delegation includes 27 tourism stakeholders from the private sector, such as destination management companies, tour operators, and accommodation providers. Among them are Annset Holidays, Rajah Tours Philippines, Sharp Travel Service, Discovery Shores Boracay, The Bellevue Resort, El Nido Resorts, Marriott International, and Megaworld Hotels & Resorts.

UK travel trends

The United Kingdom remains one of the Philippines’ top tourism markets, ranking eighth with 126,301 visitor arrivals as of 1 October 2025.

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

These trends present opportunities for the Philippines to strengthen its market position by offering responsible, immersive, and tech-driven tourism options that align with the preferences of British travelers.

Love the Philippines experience

At the WTM, the Philippines will unveil a 330-square-meter “Love the Philippines” stand, designed to immerse visitors in a multisensory experience. Highlights include a traditional hilot session, representing Filipino wellness heritage, and a coffee-tasting experience featuring beans 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,” said Nograles.

The stand will also spotlight Filipino weaving traditions and iconic destinations such as the Banaue Rice Terraces, Cebu, Bohol, Bicol, South Cotabato, Batangas, Palawan, and Aklan.

Expanding global reach

The country’s participation in WTM London supports its long-term goal of boosting international arrivals, tourism receipts, and foreign investments. It also aims to strengthen the Philippines’ visibility in the European market and foster partnerships with global tour operators, travel media, digital platforms, and content creators.

Through this initiative, the Philippines continues to position itself as a vibrant, sustainable, and welcoming destination—showcasing not just its natural beauty, but the creativity and warmth of the Filipino people.