Highlighting culture, partnerships, and tourism potential at ASEAN’s premier travel industry event.
The Philippines is set to take center stage at the ASEAN Tourism Forum (ATF) 2025 in Johor Bahru, Malaysia, from January 15-20. Led by the Tourism Promotions Board (TPB) and the Department of Tourism (DOT), the delegation will emphasize the country’s vibrant culture, travel offerings, and commitment to sustainable tourism.
The ASEAN Tourism Forum is an annual initiative promoting Southeast Asia as a unified travel destination. With the theme “Unity in Motion: Shaping ASEAN’s Tourism Tomorrow,” the 2025 forum will gather stakeholders from across the region to foster collaboration and innovation in the tourism industry.
The Philippine delegation, headed by TPB COO Maria Margarita Montemayor Nograles, comprises 17 industry representatives from leading travel agencies, hotels, resorts, and airlines. These stakeholders aim to strengthen ties and boost the Philippines’ position as a prime travel destination within ASEAN and globally.
The delegation will feature major players like Philippine Airlines, The Manila Hotel, Seda Hotels & Resorts, and Lihim Resorts El Nido. Travel agencies such as Salton Travel and Tours Corporation and MICE Managers Travel and Tours will highlight diverse offerings catering to leisure and business travelers.
TRAVEX and Business Opportunities
The forum includes the Travel Exchange (TRAVEX) from January 15-17, where ASEAN tourism products and services will be showcased through business-to-business meetings. This premier trade show aims to drive partnerships and market development.
A media briefing on January 15 will provide updates on Philippine tourism initiatives. On January 16, a cultural dinner reception at the Renaissance Johor Bahru Hotel will feature performances by Acapellago, Sindaw Performing Arts Group, and violinist Juleous Gacang, accompanied by Filipino cuisine crafted by Chef Don Baldosano.
Read More: Cultural Diplomacy at Wonderful Nusantara Festival in Johor Unites Youth
The Philippines’ participation underscores its dedication to regional collaboration. Events at ATF 2025 will celebrate the shared heritage and cultural richness of ASEAN, fostering mutual growth and tourism innovation.
The Philippines’ participation in ATF 2025 highlights the increasing opportunities for cross-border tourism and cultural exchange in Southeast Asia. As Johor Bahru becomes a hub for ASEAN collaborations, visitors can anticipate new and exciting travel experiences.
Sources: Journal, TPB PHL (2025)
Keywords: Philippines Tourism Showcase, ASEAN Tourism Forum, Johor Bahru Event
