The Philippines will once again take the global stage as it presents its destinations, culture, and hospitality at the World Travel Market (WTM) London 2025, one of the world’s premier tourism trade events, from Nov. 4 to 6 at Excel London in the United Kingdom.

In a statement on Monday, the Department of Tourism (DOT) said the country’s participation underscores its goal to strengthen its standing as a top Asian destination amid the steady rebound of global travel.

Leading the Philippine delegation are Tourism Secretary Christina Garcia Frasco and Tourism Promotions Board (TPB) chief operating officer Maria Margarita Montemayor Nograles, who will highlight the country’s latest tourism developments and signature experiences before more than 43,000 expected participants.

“Our participation in the World Travel Market London is a celebration of the Filipino spirit —creative, resilient, and full of heart,” Frasco said.

“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 Philippines’ 330-square-meter pavilion will offer visitors a multisensory experience featuring traditional hilot (Filipino massage), local coffee from Benguet, Batangas, and Davao del Sur, and immersive showcases of iconic destinations such as the Banaue Rice Terraces, Cebu, Bohol, Bicol, Palawan, Batangas, Aklan, and South Cotabato.

“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,” Nograles said.

“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.”

By participating in WTM London 2025, the Philippines seeks to strengthen its presence in the European market, attract new tourism investments, and forge lasting partnerships with tour operators, online travel agencies, digital platforms, and travel media —advancing the goal of sustainable and inclusive growth for the country’s tourism industry. (PNA)